In 2020, Save the Children’s “Not a Monster” advocacy campaign raised awareness among parents, teachers and the general public about the consequences of corporal punishment and appealed to caregivers to adopt positive and non-violent disciplinary methods.
The campaign introduced positive methods of discipline in 14 segments under 5 principles and disseminated them to the target groups. 12 influencers also joined the campaign.
The segments explained the five principles of Positive Discipline developed by the University of Manitoba in Canada with Save the Children to help parents understand the negative consequences of corporal punishment.
The Not a Monster advocacy campaign reached over 3.2 million people double counted on the Facebook platform alone.

You can watch the campaign’s contents on Facebook and online under the hashtags #МангааБиш, #ЭерэгээрХүмүүжүүлье.