Campaign Brief

Situational analysis and insights

A 2013 Child Protection baseline research report conducted by the Government of Ghana (GoG)/UNICEF indicated that when children were asked their opinions about physical discipline, 57.5% of respondents (aged 14-17 years) said they were beaten at home 'all the time' or 'sometimes', and 34% confirmed being beaten in school by the teacher in the last month. The estimated total number of children who have been physically or emotionally abused was noted at 3.4 million.

Unfortunately, there's an acceptance of abusive social practices with negative consequences on children. To change this, a social drive was needed to create a critical mass of people promoting the adoption of behaviours favourable to the protection of children.


TheGoG through the ministries of Gender, Children and Social Protection, Department of Community Development & Social Welfare, Ghana Education Service partnered by UNICEF with funding support from the USAID, KOICA and Canada, sought a nationwide campaign to create a movement to protect children, prevent child abuse, and promote children's wellbeing through positive reinforcement. The campaign targeted two impact groups: