Although the “Ma’an Campaign” has succeeded in reducing violence in schools and has managed to place this issue at the forefront of the national dialogue, the widespread cultural acceptance of corporal punishment and the use of violence in schools and homes remains a major challenge.  In light of this, UNICEF is working with its partner organizations to expand the Campaign outside schools to address physical violence directed against children not only by their teachers, but by anyone and anywhere. In short, the goal is to address the problem holistically and to broaden the focus from schools to include violence against children in all settings.

Building on the lessons and success learned from the Ma’an Campaign, the “Allem_La_Tallem” Plan (Changing Norms and Behaviours to End Violence against Children) intends to broaden its scope and intensify its efforts in order to enable people – especially vulnerable groups – to participate in making their own life-improving decisions by employing a variety of communication approaches. To do so, the plan seeks to capitalize on the national efforts exerted in the field of child protection.