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MANILA – January 2, 2014 – Save the Children launched a new ad for the Metro Manila Film Festival that warns against the negative effects of the use of violence in disciplining children.
Developed in partnership with Lowe Philippines, the ad is based on global research on the effects of corporal punishment on children and the long running work of Save the Children against corporal punishment and the promotion of positive discipline.
The use of corporal punishment, which includes humiliation, hitting and slapping in homes, schools and in other settings remains deeply ingrained in Filipino society, Save the Children said. A 2005 study conducted by Save the Children reveals that 85 percent of Filipino children are punished in the home. Moreover, two in three Filipino parents say that they use corporal punishment to discipline children 16 years and below, Save the Children said, citing 2011 data from Pulse Asia.
As the passage of the anti-corporal punishment and promotion of positive discipline bill is still underway, the ad aims to create strong public opinion and mobilize support from various groups on the issue.
“We developed this ad to encourage adults, parents and caregivers to reflect upon their use of violent forms of discipline, which in reality does more harm than good to children. We believe that the support of the public is key to the passage of the bill and in its proper implementation later on,” explained Wilma Banaga, Child Protection Adviser of Save the Children in Philippines. “Through this ad, we want people to see that corporal punishment hurts children, teaches them violence and damages our relationships with them. It is possible and better to discipline children without hurting them physically or emotionally,” Banaga added.
The ad illustrates the negative effects of corporal punishment through the metaphor of the shrinking of makahiya plant, a perennial herb commonly found in the country. In the said ad, the makahiya shrinks with the sound of the parents’ scolding and lashing of their children.
The timing of the ad placement is also crucial to the campaign. “We launched the ad this Christmas because we know that more than being the time of the year for family get-togethers and reunions, this is also the time for reflections and planning on the changes that we need to do for the coming years,” said Ned Olney, Country Director of Save the Children in Philippines.
The ad ran from Dec 25 to 31 during the 2013 Metro Manila Film Festival for the movies My Little Bossings, Girl, Boy, Bakla, Tomboy and Kimmy Dora in major SM and Robinson’s cinema outlets.
