Modeling Non-Violent Behavior

Sponsor Organization:  American Psychological Association, National Association for the Education of Young Children, MetLife Foundation
Web Site:  www.actagainstviolence.org 
Volunteer Agency:  Leo Burnett, Detroit

Children are not born violent, violence is learned.  And according to Adults & Children Together (ACT) Against Violence, this learned behavior has often taken root before age 8.

Knowing that it is becoming increasingly difficult to prevent a child from being exposed to violence through media and outside the home, the campaign reminds that the earliest and strongest influencers of children are parents, caregivers and teachers. 

The campaign's ad messages remind parents and other caregivers that their everyday actions and reactions are teaching ever-observant children to deal with life and it's obstacles in either positive or problematic ways. 

Viewers are invited to visit www.actagainstviolence.org or call 1-877-ACT-WISE to help them develop specific skills for positive role modeling and violence prevention. 

The campaign is funded by the MetLife Foundation, and was originally launched in 2001. New work was released in July 2005.