A new global report on violence against children released by UNICEF reveals 1 in 4 young children across the world are exposed to domestic violence at home–taking such forms as violent discipline, sexual abuse and homicide.
Grey New York created an internet film to support the launch of this landmark report. Titled “Cursing Parrots,” the video features un-doctored, found-footage of real cursing parrots and the derogatory phrases they learn from their households.
A series of supered messages than reads: “If a parrot can remember what happens in an abusive home, imagine a child”/1 in 4 young children are exposed to domestic violence”/”Violence marks children forever. Recognize it. Report it.”
Credits
Client UNICEF Priyanka Pruthi, sr. producer Agency Grey New York John Patroulis, worldwide chief creative officer; Ron Lenois, Jeff Stamp, deputy chief creative officers; Marco Pupo, Joao Coutinho, group creative directors; Leo Barbosa, creative director/art director; Cuanan Cronwright, creative director/writer. Production Agency TOWNHOUSE James McPherson, head of integrated production; Jan Zislin, executive integrated producer; Ranelle Fowler, integrated producer; Matt Baker, audio engineer. Production Company Catch And Release, NY Ross Dabrow, content producer; Greg Sylvester, chief of content; Brent Lovell, head of clearances & acquisitions; Kelli Cline, sr. clearance lead; Zoe Ani, Jordan Vail, clearance specialists; Liz Mandeville, curation director.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
