This campaign battles with the common beliefs, perceptions and practices of Thai parents. Believing in the old saying ‘Spare the rod and spoil the child’, day-to-day violence from scolding to hitting is a common way of raising and disciplining children in Thailand without parents realizing they are committing acts of violence.

Consequently, the campaign sheds light on, and has changed, people’s perceptions towards child abuse in Thailand. It helps Thai parents to understand that, although they are motivated by love and good intentions, any form of violence against children is not justified.