SAMOA, August 5 – Malu i Fale National Multimedia Campaign Launch Program

The Ministry of Women, Community and Social Development today launched the National Multimedia Campaign to Reduce Domestic Violence in Samoa.

The Ministry of Women, Community and Social Development, in partnership with UNICEF, the European Union, Samoa Victim Support Group and key media partners, has committed to running a multimedia campaign to promote the equity, child protection and violence. – free norms, attitudes and behaviors, particularly within the family.

The National Multimedia Campaign to Reduce Domestic Violence in Samoa is one of many important components of the Spotlight Initiative in Samoa through the Ministry of Women, Community and Social Development, and aims to raise awareness and improve knowledge and understanding about the nature, causes and consequences of family violence in society as a whole, as well as to promote social and behavioral change in relation to gender and violence norms, among children and the adults.

The multimedia products launched today are the first in a series of products and messages that will reach members of the Samoa community through consumer and digital platforms including television, radio and social media.

The messages of these media products will be reinforced through sustained community dialogues with religious leaders, village chiefs, parents and caregivers, as well as adolescents themselves, to promote behavior change.

In developing these key messages, the campaign team used evidence from existing sources and held consultation workshops with communities to guide their work.

The Associate Minister of the Ministry of Women, Community and Social Development, Seuamuli Fasi Toma delivered the keynote address at today’s launch and highlighted “O le atoaga o le puipuiga o fanau iti, o le galulue faatasi lea o Matagaluega a le Malo, Faalapotopotoga tumaoti, Ekalesia ma tagata lautele ae faamoemoe i le lagolagosua a le Malo. o le faaaloalo, alofa ma le tausia o le va tapuia.

Baseline child protection research conducted by the Government of Samoa in 2013 showed that children experience significantly high levels of violence both at home and at school.

The 2017 National Domestic Violence Survey conducted by the National Institute for Human Rights revealed very high levels of intimate partner violence in Samoa.

The survey found compelling evidence that shows that attitudes towards children and the treatment they experience growing up contribute significantly to family violence.

More recently, the Demographic and Health Survey – Multiple Indicator Cluster Survey 2019-2020 conducted by the Samoa Bureau of Statistics found that nine out of 10 children in Samoa experience severe forms of punishment at home.

UNICEF Pacific Representative Jonathon Veitch, who delivered the remarks on behalf of development partners at the launch, noted that “exposure to childhood violence is strongly associated with victimization and future perpetration of abuse”, and that “any form of abuse impairs a child’s ability to function, and this impact may be irreversible.

Mr. Veitch further added that UNICEF believes that one case of child abuse is already too many. Every child should feel safe and protected at all times.

This national multimedia campaign therefore has the specific objective of encouraging child protection through the introduction of positive parental guidance, in the form of engaging trainings, and through the creation of media products that will be widely disseminated through multiple media platforms. Across the country.

The Ministry of Women, Community and Social Development, with the support of its UN and EU partners, civil society organizations, faith-based organizations, village committees, families and youth, will continue to deploy the national multimedia campaign to promote a safe environment. in Samoa for all children, to live in safety and be protected from all types of abuse.


Joel C. Hicks