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UNICEF - #ENDviolence
24/08/2021
Advertising Agency
Düsseldorf, Germany
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Especially in times of Corona domestic violence is a severe problem. Children in particular are defenselessly exposed to the threat. Violence against them already starts with not meeting basic childhood needs such as respect, security, physical integrity and emotional and social support. Each of the three words on the children’s skin refers to a different form of violence against children. "Idiot" describes psychological violence in the form of humiliation through words. "Good-for-nothing" refers to neglect and failure to meet a child's basic physical and emotional needs. "Whipping boy" refers to physical violence against children such as beating or scalding.

In this UNICEF awareness campaign we tell the stories of three children who experience different forms of violence. Not showing the abuse but the aftermath. We make visible, what is mostly invisible: the effect violence has on the inner soul of children. We show that by marks, gradually appearing on their skin. Coming from inside through their veins and finally building words: Nichtsnutz (good-for-nothing), Prügelknabe (whipping boy) and Idiot. These marks are like stigmata. The children try to remove them. But it is in vain. Finally, we show one of the children, who is now grown up. Still with her mark. 

The film ends with the supered message: Violence leaves more than a mark. 

And the hashtag #endviolence.

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