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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.

  • Industry:
    Non-Profit
  • Services:
    Digital, Activation
  • Office:
    Grey New York
  • Share:

    LinkedIn
  • 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. Wide-spread coverage: 1,202 global media outlets in 24 hours. Globally-trending hashtag at launch – 1,200,000+ uses. 161,248 exposed to UNICEF’s report in week 1. 4,500,000+ video views & 83,000+ reactions.

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