Objective. Create awareness among peri-urban parents and school teachers in La Paz on the negative consequences for the children of the use of violence as a method to discipline them. Methods. Three TV spots and three radio spots were broadcast through commercial media during two months. The media campaign explained what constitutes an act of violence and the consequences that these acts may have on children's development. At the same time, it provided examples of disciplinary measures for children's education which do not require the use of violence. A brochure for teachers presented campaign messages more in depth. Training workshops for teachers were also provided. Results. Impact evaluation conducted through pre and post intervention surveys revealed that 76 percent of parents interviewed at the households (n=246) and 72 percent of teachers interviewed in the schools (n=150) were exposed to the campaign. From those exposed, 90 percent recognized that beating: a) was not necessary to change a child's behavior; b) may cause physical and psychological damage to a child; c) make children more prone to become perpetrators. After the campaign, reported cases of child abuse increased at the Child Protective Services, local health centers and police stations. Discussion. By publicly advocating against the use of violence, this first ever campaign on child abuse has: a) triggered open discussion on violence against children in Bolivia; b) set the issue in the public agenda; and c) enlisted the support of the community, opinion leaders and the media.
Learning Objectives: How to use media campaigns as an effective tool to break the cycle of violence against children
Keywords: Children, Violence Prevention
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I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
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