BUCHAREST, Romania, August 04, 2014 - UNICEF Romania launched a new music video dedicated to the prevention of violence against children as part of the global campaign #ENDviolence. The message of the music video - 'Violence can be found where you least expect it. Even inside you' – points to the importance of self-awareness in stopping the cycle of violence.
“Unfortunately, violence remains a taboo topic and is all too often silently accepted. If we choose to remain silent, children will believe that violence is a part of life - and this is unacceptable,” said Sandie Blanchet, UNICEF’s Representative in Romania.
“There are many forms of violence and some, like verbal violence leave no visible scars, but the impact on children is damaging and affects them over the long term.”
Official data from Romania's Ministry of Labour say six out of 10 children have suffered a form of violence.
The video is set to the song "Hammers", by the German artist Nils Frahm. It is directed by Andrea Păduraru, and produced by the TVC Production Company: Saga Film.: https://www.youtube.com/watch?v=KDYdLRfnBZk&feature=youtu.be
The video will be on air on music channels, but also online on UNICEF YouTube channel: Nils Frahm’s “Hammers”: A music video to #ENDviolence against children. The concept was created by Lowe & Partners.
About the #EndViolence campaign
UNICEF launched the initiative on 31 July 2013 to urge collective action to end violence against children, highlighting the fact that violence is everywhere, but often happens out of sight or is tolerated due to social and cultural norms. Under the banner ‘Make the invisible, visible’, the initiative aims to raise awareness as a first step toward modifying attitudes, behaviours and policies. The initiative also supports efforts to build evidence of what works, and reinforces the idea that violence can be prevented by highlighting successful efforts and movements at all levels of society. For more information visit: http://www.unicef.org/endviolence/