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