‘It’s in your hands to protect’ campaign

A joint campaign with UNICEF initiated during the 2014 FIFA World Cup™ and in preparation of the 2016 Rio Olympic and Paralympic Games to raise awareness and encourage people to report violence against children in the context of major sporting events.

With the support of Brazilian child protection organisations including the Secretariat for Human Rights, the campaign “It’s in your hands to protect our children”, aims to mobilise people on the right of every child to be protected from violence, abuse and discrimination.

Technology is a core element of the campaign, building on the fact that Brazil ranks fourth in the world in terms of the number of mobile phones. Using technology as an ally in the fight against violation of children’s rights, a smartphone application – Proteja Brasil (Protect Brazil) – was developed to facilitate the reporting of violence against children and adolescents. Since the launch of the campaign on May 18, 2013, an estimated 3,800 reports have been made through the ‘Proteja Brasil’ application. The app has received over 30,000 downloads till date.

Awareness materials were distributed through outreach to hotels, bars, taxis, buses, airports, airlines, as well as dissemination through print media, billboards and social media. As part of UNICEF’s global #ENDViolence initiative, the campaign has engaged a vast network of Champions for Children, including football supporters and clubs, celebrities, religious communities and corporate partners. ‘It’s in your hands to protect’ further contributes to the Convergence Agenda, a Brazilian national initiative which brings together the Brazilian government, civil society and international organizations to protect children during mega-events in the country.

Ensuring that the youngest members of society are safe from harm is a shared responsibility of paramount importance. Save the Dream is committed to continuing its mission to protecting young people and working with leading international organizations to build a lasting and positive legacy by eliminating violence, abuse and discrimination in sport.