KUALA LUMPUR: Unicef (United Nations International Children's Emergency Fund) has asked corporate, school and non-governmental organisations (NGOs) to support its latest campaign, 'Teach Respect'.
The support involves helping to promote two new public service announcements (PSAs).
At an exclusive video preview of 'Teach Respect' PSAs for the media, Unicef Representative to Malaysia Hans Olsen said the 30-second PSAs, which are in English and Malay, will be officially released on Nov 14, on air and online (www.unicef.my).
"We want to raise awareness and acceptance of a child's right to grow up free of discrimination by promoting healthy relationships which can prevent bullying, and support children in understanding and respect, social responsibility and citizenship," he said.
Olsen said the mini-campaign called for parents, teachers and other adults in community to teach respect through both education and example in helping Unicef to create a society of children respecting children.
"We would like to urge the media to play a role in reinforcing this message and spark conversations around discrimination among children so that our society will disscuss and realise where we are, and respect each other," he said.
The PSAs are a result of a collaboration between Unicef and Story Me Studios which contributed their expertise and enthusiasm, free of charge, in support of Malaysia's children.
The Universal Children's Day 2011, to be celebrated on Nov 20, will carry the theme, 'Teach Respect'. BERNAMA
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