The Ministry of Women and Children Affairs, with technical support from UNICEF, on Monday launched the “National Multimedia Campaign on Prevention of Violence Against Children and Child Marriage” initiative.

The initiative is a part of the ongoing efforts of the Accelerating Protection for Children project led by the ministry and UNICEF for addressing the alarming prevalence of violence against children and child marriage in Bangladesh, read a press release.

The project is focused on strengthening institutional capacity and establishing a system for child protection at national and sub-national levels.

"Today’s launching is a pivotal moment in our ongoing mission to protect the rights and dignity of children in Bangladesh," said Simeen Hussain, state minister for women and children affairs.

"Violence against children and child marriage not only violate their fundamental rights but also have enduring detrimental effects on their physical, emotional and psychological well-being. The government is committed to working hand-in-hand with UNICEF and other stakeholders to eradicate these harmful practices and create a safe and nurturing environment for all children," she added.

Funded by the European Union and the UK government’s Foreign, Commonwealth and Development Office, the multimedia initiative launched Monday is aligned with the National Children’s Policy for upholding the rights of children and the National Action Plan for eliminating child marriage in Bangladesh by 2041, according to the press release.

"The campaign underscores our unwavering dedication to empower communities to champion child protection," said Emma Brigham, UNICEF representative in Bangladesh. "Through strategic communication and community mobilization, we aim to create an environment where every child can thrive, free from violence and exploitation.”

UNICEF Bangladesh calls on all concerned individuals to use the Child Helpline 1098 – a toll-free nationwide number, providing counselling and referrals regarding protection, legal aid, shelter, health, and education services for children, Brigham added.

Bernd Spanier, chargé d'affaires of the EU Delegation, expressed support for the initiative [launched Monday targeting children’s protection], reiterating that "the European Union stands in solidarity with Bangladesh in its endeavours to safeguard children's rights. We commend the Government of Bangladesh and UNICEF for kick-starting this much-needed campaign to address violence against children and child marriage."

The Multiple Indicator Cluster Survey 2019 revealed that almost 9 out of 10 children aged 1 to 14 years have encountered instances of physical violence and psychological aggression within their homes.

In addition, Bangladesh ranks among the worst 10 countries globally on child marriage for having over half of its girls getting married before 18. Furthermore, almost one out of four girls have given birth before the age of 18, while eight out of 10 have given birth before reaching the age of 20.

Building on evidence, the UNICEF-backed children protection campaign is expected to provide a comprehensive approach to facilitating behavioral change through public service announcement and initiating a social movement against violence targeting children as well as child marriage.

The campaign aims to prioritise community engagement in hard-to-reach areas and districts that have high prevalence of violence against children and child marriage. The children protection initiative also aims to reinforce collaborative actions to challenge harmful social norms while advocating for positive parenting practices, the press release added.