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The work made for Mødrehjælpen runs to 1 verified project since 2021 — mostly DDA2022, Campaign and Film.
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Parents Can Also Bully
When corona shut down Denmark, it was especially hard for a group of society: children with a violent parent. Violence increased, especially in relation to psychological violence. An effort was needed and therefore Mødrehjælpen joined forces with ErDuOkay.dk to launch an online chat that would help the abused children. But they had a challenge as “Too many children have a hard time figuring out what psychological violence is because it does not give visible bruises. But research shows that mental violence is at least as harmful as physical violence ”(statement from Mødrehjælpen's deputy director Trine Schaldemose). The maternity ward should therefore reach a target group who did not see themselves as victims of violence. Danish Da corona lukkede Danmark ned, var det særligt hårdt for en gruppe af samfundet: børn med en voldelig forældre. Volden steg, særligt i forhold til psykisk vold. Der var behov for en indsats og derfor gik Mødrehjælpen sammen med ErDuOkay.dk for at lancere en online chat, som skulle hjælpe de voldsramte børn. Men de havde en udfordring, da “Alt for mange børn har svært ved at gennemskue, hvad psykisk vold er, fordi det ikke giver synlige blå mærker. Men forskning viser, at psykisk vold er mindst lige så skadeligt som fysisk vold” (udtalelse fra Mødrehjælpens vicedirektør Trine Schaldemose). Mødrehjælpen skulle derfor nå en målgruppe, som ikke så sig selv som voldsofre. Vi valgte at bruge et udtryk som alle børn og unge forstår - og ved er forkert: Mobning. Vi lancerede to kortfilm med skuespillere, som målgruppen kender fra DR Ultra. Hver film brugte aspekter af psykisk vold i scener, der ligeså godt kunne have udspillet sig i målgruppens vennekreds. Dermed kunne målgruppen spejle sig selv i filmene - også selvom at de ikke ser sig selv som voldsofre. For det er først til sidst, da grænsen tydeligvis er overskredet, at det afsløres, at mobberen er offerets forældre. Kortfilmene blev seedet på YouTube samt TikTok og Mødrehjælpen opnåede 38.233 kliks til kampagnesiden, 576 tog deres online test og 47 børn brugte online chatten til at få hjælp af Mødrehjælpens rådgivere. Men vigtigst af alt skabte filmene et sprog for psykisk vold, som kan hjælpe både børn, forældre og tilskuere så vi i fremtiden kan blive bedre til at stoppe psykisk vold før den optrappes. English (Google translate) When corona shut down Denmark, it was especially hard for a group of society: children with a violent parent. Violence increased, especially in relation to psychological violence. An effort was needed and therefore Mødrehjælpen joined forces with ErDuOkay.dk to launch an online chat that would help the abused children. But they had a challenge as “Too many children have a hard time figuring out what psychological violence is because it does not give visible bruises. But research shows that mental violence is at least as harmful as physical violence ”(statement from Mødrehjælpen's deputy director Trine Schaldemose). The maternity ward should therefore reach a target group who did not see themselves as victims of violence. We chose to use an expression that all children and young people understand - and know is wrong: Bullying. We launched two short films with actors that the target group knows from DR Ultra. Each film used aspects of psychological violence in scenes that might as well have unfolded in the target audience of friends. Thus, the target group could mirror themselves in the films - even if they do not see themselves as victims of violence. For it is only in the end, when the limit is clearly exceeded, that it is revealed that the bully is the victim's parents. The short films were seeded on YouTube and TikTok and Mødrehjælpen achieved 38,233 clicks for the campaign page, 576 took their online test and 47 children used the online chat to get help from Mødrehjælpen's advisers. But most importantly, the films created a language for psychological violence that can help both children, parents and spectators so that in the future we can become better at stopping psychological violence before it escalates.