UNICEF has launched the "Violência Não Cola" campaign in Brazil using collectible sticker albums to raise awareness about child and adolescent protection [1, 2].
The initiative seeks to shift cultural norms regarding discipline and safety. By utilizing a familiar childhood activity—collecting stickers—the organization aims to engage families in conversations about positive parenting and the dangers of physical violence.
The campaign addresses a critical public health crisis in the region. According to UNICEF, 60% of minors in Latin America suffer physical punishment at home [1]. The organization is promoting positive parenting practices to replace these violent methods of discipline.
Beyond domestic settings, the campaign highlights the extreme risks facing Brazilian youth. Data shows that more than 15,000 young people died violently in Brazil between 2021 and 2023 [1]. This surge in youth mortality underscores the urgency of creating safer environments for children and adolescents, both inside and outside the home.
The "Violência Não Cola" strategy focuses on education and prevention. By distributing the albums, UNICEF intends to provide a tangible tool for parents and caregivers to learn about the rights of the child and the long-term impact of trauma.
The campaign was announced during a broadcast of Jornal da Manhã [2]. It targets a national audience in Brazil, though it draws on broader regional data to illustrate the scale of the problem across Latin America.
“60% of minors in Latin America suffer physical punishment at home”
The use of gamified elements like sticker albums indicates a shift toward behavioral intervention strategies that meet families in a non-threatening, accessible format. By linking domestic physical punishment to the broader trend of youth violence in Brazil, UNICEF is framing child protection not just as a private family matter, but as a necessary component of national public safety and human rights.
