#BADDERABBEEK (IWillTeachYouALesson)

Background

In Lebanon, 60% of the population believes that coercive and punitive methods are effective and necessary when it comes to the education of children. Although this number is believed to be much higher. UNICEF in Lebanon was about to launch a wide-reaching program aiming to tackle violence against children irrespective of their nationality and background. The budget at hand was limited, notably with the recent cut in US funding at the UN. The task was to launch a nation-wide campaign, tackling different audiences on different media touch points. The challenge was considerable. To not only tackle the taboo subject of re-questioning their educational methods, but also start challenging and changing a widely accepted method of education that is still passed on from generation to generation.