UNICEF today launched a creative video initiative in support of the #ENDviolence movement, designed to reinforce the growing global momentum to end violence against children. This includes connecting with, and engaging parents and care givers to tackle violence against children and find solutions to prevent and end it in their own communities. The video features the single 'Our Navigation' from the UK-based electronic music band Four Tet's latest record, 'Beautiful Rewind', on Text Records.
The release is part of UNICEF's ground breaking #ENDviolence initiative, a global movement to raise awareness and spark local action to combat violence against children by making violence more visible.
UNICEF's newly-appointed National Ambassadors for Tanzania's #ENDviolence initiative, hip-hop star Ambwene Yessayah, better known as AY, and former Miss Tanzania, Faraja Kotta Nyalandu, helped to launch the video. AY and Faraja, who have an impressive following in the country, featured in the video to highlight the important role of young people in the national response to violence against children.
"Acting in this video is very meaningful for me. I am a mother and I expect children to be protected by each one of us. Violence is everywhere. It happens in Tanzania, and across the globe, at all levels of society. Ending violence is everyone's business. Silence is not acceptable. I am committed to keep using my voice to ensure that we all speak out and put an end to violence against children," Faraja Kotta Nyalandu said.
"Violence has serious health consequences. Yet, it is often invisible because people turn a blind eye to it, or simply fail to report it due to fear or stigma", said UNICEF Tanzania's Representative, Dr. Jama Gulaid. "We hope that this video leads to increased dialogue on an important problem".
With the launch of this Tanzania #Endviolence music video, UNICEF hopes to add a message of solidarity to the global movement to draw attention to a problem affecting millions of children.
The Tanzania Violence against Children study, released by the Government and UNICEF in 2011, reveals that one in three girls and one in seven boys in Tanzania experience sexual violence before the age of eighteen. The majority of children do not report their experience, few seek services, and even fewer actually receive any care, treatment or support. Experiencing emotional, sexual or physical violence traumatizes children. It affects their health, education, and undermines their development as functional adults and good parents later in life.
The video puts the spotlight on breaking the cycle of abuse, telling a story of sexual abuse through the eyes of a child experiencing it in her own community. With the help of caring adults, the girl finds the courage to speak out, and in doing so, puts an end to the violence and helps her family to heal.
Four Tet was inspired to contribute its music to promote UNICEF's #ENDviolence initiative. "When UNICEF asked me if they could use 'Our Navigation' for a video for their #ENDviolence initiative, I was very enthusiastic about the idea", said Kieran Hebden, aka Four Tet. "I have supported and taken an interest in UNICEF for many years and think this idea of using music and film to address important issues is a very positive thing and I hope we can make a change".
The music video will be promoted on UNICEF YouTube and on UNICEF's #ENDviolence microsite, as well as across a range of social media, including but not limited to UNICEF's global Twitter and Facebook accounts, with a direct reach of over 5 million fans/followers.
