Government and UNICEF Television Advert wins a Sumathi Award

Campaign to stop the recruitment of children as child soldier’s recognised at national television awards

COLOMBO – The Ministry of Justice and UNICEF communication campaign to prevent the recruitment of children as child soldiers won a Sumathi award at the recent star studded event at the Sugathadasa stadium. The ‘Bring Back the Child – Stop Child Recruitment’ television spot grabbed a special award under the category of social responsibility.

The television advert was part of a Government and UNICEF national communication campaign launched by His Excellency the President Mahinda Rajapaksa in February 2009.

“The ‘Bring Back the Child’ campaign reinforces the government’s zero tolerance policy on the recruitment of children by armed groups” said Suhada Gamalath, Secretary to the Ministry of Justice. ‘The campaign promoted the release of such children and complemented the efforts of Government to rehabilitate and reintegrate children back into community life’ he said.

Speaking on the award, UNICEF Representative Reza Hossaini says: “By demobilising the former child combatants, these children have now been given a second chance to rebuild their lives. This is a great recognition of the joint partnership of the Government of Sri Lanka and UNICEF”.

The ‘Bring Back the Child’ campaign was created by advertising agency Leo Burnett Solutions. The campaign, which included television, radio, press, billboards and other publicity material, had several aims;

nTo build awareness among the public that child recruitment is a penal code offence and has grave consequences on the survival, growth and development of children.

nTo motivate all those directly or indirectly involved in the recruitment of children to desist from recruitment and release all children.

nTo influence children and make them aware of the dangers and impact of recruitment on their future as adults.

Since 2002, UNICEF in collaboration with Government has succeeded in reintegrating approximately 3,500 children formerly associated with armed groups, while involving many more in different community activities. Regular follow up and social work support are provided to children who have returned to their communities. With the end of the conflict the recruitment of children has now ceased.