Childhood Brasil, an organization presided by Mrs. Rosana Camargo de Arruda Botelho, shareholder of Camargo Corrêa Group, launched on May 14 a new campaign in defense of childhood for the period of the World Cup.
Communication action #BrasilNaDefesaDaInfancia benefits from the closeness with the National Day to Fight Sexual Abuse and Exploitation of Children and Adolescents scheduled for Sunday, May 18, and counts on the support and leadership of Neymar Jr. and Daniel Alves. The players listed to play in the Fifa tournament staged a vídeo inviting everyone to "play" in the defense of the rights of children and adolescents during the World Cup.
The purpose is to raise awareness and alert tourists, fans and the Brazilian population on the essential need to avoid any type of violence against children and adolescents during the tournament. "We are committed to giving visibility to the topic, as we believe that information and engagement from all are the weapons to face the problem", says Ana Maria Drummond, executive director of Childhood Brasil. "We want to contribute for this mega event to leave a positive legacy for Brazilian children and adolescents".
A great mobilization is being prepared. Be part of this initiative, so we can ensure the protection of childhood during the games, leaving a positive legacy to the entire Brazilian society. In addition to the link above, the film can be seen at the Childhood website (www.childhood.org.br).
This campaign is aimed at the protection of children and adolescents against sexual exploitation and abuse, considering, most of all, the context of the soccer tournament. Below, more information on the campaign:
Why launch the #BrasilNaDefesaDaInfancia action
The #BrasilNaDefesaDaInfancia action is an initiative of Childhood Brasil and is one of the pillars of the Cup Project. This project seeks to:
- generate and disseminate knowledge on sexual violence against childhood in the context of big events;
- actively participate in multi-sector spaces to treat the cause;
- raise awareness and communicate this violation of rights.
This action, therefore, has the purpose of alerting to the potential violation of the rights of children and adolescents, especially during the months of June and July in Brazil, because of the attention given to the country because of the World Cup. We know that the Cup alone is not responsible for the sexual violence against children and adolescents, but that factors such as the great flow of tourists, the increase in temporary work, families moved because of the large works, the potential increase of informal trade, are factors that increase vulnerability of children, potentiating the occurrence of sexual abuse and exploitation.
Content of communication/advertising period
The campaign informs, in a delicate and careful way, that we all have to take care of children and adolescents in Brazil and that sexual violence is a crime in the country. The call-to-action is Disque 100 (the telephone for reports to the Secretariat of Human Rights). This message is conveyed by two great players (with high social mobilization power): Neymar Jr. and Daniel Alves. The campaign will be advertised in the months of May, June and July.
Launch of the campaign
The action was launched on May 14 through postings by opinion leaders (Neymar Jr., Daniel Alves, Ivete Sangalo, Luciano Huck, Tiago Abravanel, Raí, Alexandre Pires and Maitê Proença), with millions of followers in their networks, as well as through exclusive interviews to Reuters and Globoesporte.com.