“Help us make violence against children disappear,” says UNICEF Goodwill Ambassador Liam Neeson.

UNICEF announce a new initiative that urges citizens, lawmakers and governments to speak out against violence inflicted upon children, an area all too often unseen, unheard and unreported. The End Violence Against Children initiative urges people around the world to make the invisible visible by joining global, national or local movements to focus collective action on ending these horrific acts.

Brand New School was brought in to bring UNICEF’s vision to life for the powerful public service announcement. Narrated by UNICEF Goodwill Ambassador Liam Neeson, the actor leads the viewer through a series of scenes depicting violence. Brand New School opted to portray the impact of these disturbing realities without showing the actual acts, or even the presence of a child. Instead, the campaign shows the aftermath of such violent crimes, leaving the viewer to construct their own narrative.

“We wanted the disturbing images of a distressed room coupled with the sincere cadence of the narrator’s voice to leave a lasting impression of the horrifying reality of violence against children in the viewers mind,” notes Brand New School director Jonathan Notaro.  “Regardless of country of origin or background, every person will come up with their own powerful and poignant story, hopefully moving them to compassionate action.”