In 2020, Save the Children organized the “Let’s Exemplify by Love” advocacy campaign, which encouraged parents to raise their children using positive discipline. Mongolia became the 49th state in the world and 1st state in East and Southeast Asia to prohibit physical and humiliating punishment of children in all settings when it adopted the Law on the Rights of Children and the Law on Child Protection in February 2016. However, the number of violent crimes against children indicated that corporal punishment persisted in Mongolian society, an alarming situation given that, as many studies have demonstrated, corporal punishment causes physical pain to a child as well as lasting mental health problems and negative effects on a child’s cognitive development.

With the support of the Japan International Cooperation Agency (JICA), we organized the Let’s Exemplify by Love campaign for parents of children aged 0-14 in 2020. Prior to the campaign, we conducted a detailed survey of 1,000 target group parents in collaboration with the marketing and research agency, Mercado. A four-week outreach campaign was successfully conducted based on the findings of the target group’s behaviour, beliefs, negative methods of discipline, and the trusted influencers in the media they accessed daily.

The campaign ran from July to August 2020 on social media (Facebook, Twitter, Instagram) and on traditional media channels (TV, radio, newspapers) most used by Mongolian parents, and 14 social influencers joined the campaign, that was accessed by the 3.5 million people in duplicated number.

You can watch the campaign’s contents on Facebook and online using the hashtag #ХайраарҮлгэрлэе.