The campaign 'It's not fun, it's sexual exploitation against children and teenagers' will be officially launched on May 26th at the Federation of Industries of the State of Rio (Firjan), at 9 am, and will travel through 11 Brazilian cities until the end of the games. World Cup (Rio, São Paulo, Salvador, Fortaleza, Natal, Brasília, Curitiba, Porto Alegre, Belo Horizonte, Manaus and Recife), with five of them (Rio, São Paulo, Salvador, Fortaleza and Natal) leading the ranking of practice harmful to young people and children, according to the National Secretariat for Human Rights (SDH). At the launch, the Corporate Networks project will also be presented, promoted by SDH in partnership with the NGO Terra dos Homens, which has 157 companies signatories to the Corporate Commitment to Combat the ESCCA.
The time of the World Cup held in the country is opportune for the campaign's circulation, since the expectation of the arrival of around 3.7 million tourists, Brazilians and foreigners, and situations of child abuse make children and adolescents more vulnerable. The data comes from the Intersectoral Matrix and World Cup, from the Human Rights Secretariat of the Presidency of the Republic (SDH/PR), organized based on data from Dial 100.
With graphic, audiovisual and digital pieces, the campaign has as its godfather the former player Jorginho, who was a right back on the Brazilian World Cup winning team in 1994 and is the current coach of Al Wasl, in the United Arab Emirates. Among the campaign's pieces, we highlight the production of three videos – with 15″ and 30″ versions –, a hotsite, pages on the social networks Twitter and Facebook, as well as posters and postcards that will be posted in bars and restaurants in the main host cities. The institution also produced 120,000 copies of a 'Fan's Guide', which highlights an exclusive interview with Jorginho, information about ESCCA, games table and tips for tourists to enjoy this event while respecting children's rights. The guides will be distributed during the tournament's football matches near stadiums and airports.
A study carried out by Promundo in 2009, entitled “Men, Women and the Sexual Exploitation of Children and Adolescents”, seeking to understand the perception of men and women about ESCCA shows that sexual exploitation is not understood as such (nor as violence) by many interviewees : 41% of men and 46% of women interviewed in Rio de Janeiro hold children and adolescents responsible for commercial sex and find their behavior morally reprehensible. The naturalization of sex between adults and teenagers, as long as there is emotional involvement, is also a worrying fact that appears in the study.
Based on these data, the campaign to prevent ESCCA was designed with the aim of denaturalizing behaviors that legitimize this violence and also to call on society, especially other men, to influence their peers to prevent sexual exploitation against children and adolescents.
“The campaign aims to deconstruct deep-rooted myths that excuse violent and criminal practices that are normalized by the population, and that violate the human rights of boys and girls across the country. Therefore, we are occupying the moment of national and international visibility that the World Cup in Brazil brings, and we believe that this event can and should leave a legacy of preventing this violation”, explains Tatiana Moura, Executive Director of Instituto Promundo.
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