ABOUT

Physical and emotional punishment can undoubtedly harm and negatively shape the character of a person in her growth stage. However, culturally, a corrective blow is still accepted in many societies as an adequate method of education.
Seeking to start a process of change that fostered positive models of education, we were called by the UNICEF Honduras office to work on a communication campaign that reached families and institutions in the region.

STRATEGY
The keyword on which the entire message was built was APAPACHAR.
Apapachar is a word that comes from the Nahuatl that symbolizes everything a child or adolescent needs to grow up surrounded by love, fellowship and respect.
It means embracing, caring, understanding, holding, and an unlimited amount of positive vibes that result in emotional encounters between people.
Put in the mouth of the youngest, Apapáchame was a call to action for the elderly, so that we all get actively involved in the task that the youngest grow up protected from violence and find opportunities to fully develop. And it was done with a word that endowed the call with a unique sense of belonging.

Strategically, the idea was to present cases that reflected good parenting practices already carried out by different families sponsored by UNICEF.
Let communication go from people to people.

PRODUCTION
The photographic and audiovisual record took us through different parts of the Central American country, seeking to expose in images a series of compelling teachings.
We identify the stories, look for the most emotional moments, and raise awareness with situations that felt real and functioned as mirrors for other families to adopt in their homes.