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Cursing Parrots: A PSA To Help #ENDViolence Around Children

UNICEF

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    Cursing Parrots: A PSA To Help #ENDViolence Around Children Cursing Parrots

    Case Study

  • CHALLENGE
  • INSIGHT
  • SOLUTIONS
  • FAMOUSLY EFFECTIVE
  • OVERVIEW

    If a parrot can remember what happens in an abusive home, imagine a child. Be aware and #ENDViolence.

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  • THE CHALLENGE

    In 2017, UNICEF released a global report revealing 1 in 4 young children are exposed to domestic violence.  We set out to remind people about the consequences of their words and actions around kids, and encourage them to #ENDViolence.

    THE REALIZATION

    Parrots have intelligence levels on par with young children; they mimic what they see and hear, and comprehend the context behind those words and actions. 

    THE SOLUTION

    Using un-doctored videos that exist online, we developed an attention-grabbing PSA that landed a startling point: If a parrot can remember what happens in an abusive home, imagine a child. 

    FAMOUSLY EFFECTIVE

    People were reminded of how impressionable young minds can be, taught to recognize warning signs and encouraged to speak up. 161,248 exposed to UNICEF’s report in week 1. Wide-spread coverage – 1,202 global media outlets in 24 hours. Globally-trending hashtag at launch – 1,200,000+ uses. 4,500,000+ video views. 83,000+ reactions

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