Family is the only thing that comes to our mind when we think of child
safety. No doubt parents take every measure to secure their little ones
from disease, injuries, and worries. But are these the only concerns for
the parents? The answer is NO!
Recent incidents of child abuse have shocked and terrorized the nation.
It has highlighted the most pervasive issue, which we don’t even feel
comfortable spelling out in public “Child Sexual Abuse”. As a matter of
fact, according to non government organization Sahil, as many as “11
cases of child sexual abuse are reported from various regions of
Pakistan every day.”
These horrifying stats are enough to send chills down our spine and to
jolt us into raising our voices against this inhumane act. It is high
time that we take initiative in spreading awareness amongst parents and
children about safety. In Pakistan, sexual abuse is a taboo for families
and they avoid discussing such sensitive topics openly. But SILENCE is
no more acceptable in this scenario.
‘AikZarooriBaat’ Can Break The Ice
Knorr Pakistan came up with a unique campaign “AikZarooriBaat” to create
awareness on the issue. The purpose of this campaign is to educate both
parents and children about staying safe in the volatile world around
As openly talking about this subject in our society is tricky, Knorr
ensured it handled the topic with great care and kept the content as
simple and easy to understand for children as possible. Furthermore, the
brand’s animated mascots – Chuck & Chatty – deliver the message in a
child friendly manner that would appeal to kids and keep them
engaged. Chuck and Chatty also end the video by asking parents to give
confidence to their children so they can talk to them without any fear.
Chuck And Chatty Teach About Bad Touch
Children are loved and adored by everyone. Family and relatives like to
hug and kiss them often. However, considering the alarming situation in
our country it is important to address and educate children that ‘not
every touch is friendly, and they have every right to say no to any
touch that makes them uncomfortable’.
In this video Chuck and Chatty educate kids about the concept of ‘good
touch’ or ‘bad touch’. They tell them that any touch that feels
uncomfortable or inappropriate to them is classified as ‘bad touch’. In
case children encounter anything of this sort they should scream and run
away from that place immediately. They should also not hesitate in
talking about this with their parents.
Chuck And Chatty Talk About Stranger Danger
Children are innocent souls who trust everyone and can easily be tricked
by strangers. Perpetrators use tactics like offering candies to children
in playgrounds, or offer to help them walk home from schools or tuition
In this video Chuck & Chatty educate children on the importance of not
trusting strangers – this includes not talking to them or taking
anything from them. The concept of ‘stranger’ has been wisely explained
in the video as someone they haven’t seen before. Strangers are
everywhere; on roads, in parks, in schools, in every public place they
visit. Children are warned to stay wary of these strangers, refuse to
interact with them and reporting any inappropriate behavior from them
directly to their parents.
Applause For Knorr On This Brilliant Concept
Knorr has exceeded all expectations by delivering the idea of child
safety intelligently through this campaign. We really appreciate the
effort and hope that it sparks a much-needed open conversation on the
topic of children’s safety.