UNICEF has launched the “End Violence Against Children” initiative, a global campaign unveiled with a powerful public service announcement narrated in English by UNICEF Goodwill Ambassador Liam Neeson. Neeson leads the viewer through a series of scenes depicting violence, without the victims or the perpetrators visible. By showing the aftermath of a violent scene rather than actual acts of violence, the viewer is left to construct their own narrative.
The End Violence Against Children initiative urges people around the world to recognize violence against children and join global, national or local movements to focus collective action on ending it. The initiative builds on growing outrage following horrific attacks against children, such as the October 2012 shooting of then 14-year-old Malala Yousafzai in Pakistan, the fatal shooting of 26 pupils and teachers in Newtown, Connecticut, in December 2012 and gang rapes of girls in India and in South Africa in 2013.
A microsite, unicefusa.org/endviolence, and a social media guide outlines ways for children, parents and communities to take action, such as getting informed and involved, organizing events and public discussion forums, supporting child victims of violence and working with global and local UNICEF partners. UNICEF’s Stamp It Out photo contest on Instagram calls for contributors to post their images with the #EndViolence hashtag.
The Invisible Children campaign was developed at Naked Communications by CEO Carla Serrano, managing partner Steven Panariello and strategist Robyn Fukomoto.
The commercial was produced at Brand New School by director Jonathan Notaro, executive producer Devin Brook, Flame artists Mark French and Greg Cutler, editor Michael Hoerner, Resolve colorist Matthew Schwab, designer Matthew Lee, 3D artist Russ Wootton, senior producer Samantha Proctor.
“We wanted the disturbing images of a distressed room coupled with the sincere cadence of the narrator’s voice to leave a lasting impression of the horrifying reality of violence against children in the viewers mind,” notes Brand New School director Jonathan Notaro. “Regardless of country of origin or background, every person will come up with their own powerful and poignant story, hopefully moving them to compassionate action.”
Sound was designed at Machine Head, with music by Stephen Dewey, ASCAP.