The document discusses a public relations awareness campaign about child abuse in Pakistan. It acknowledges those who supported the work, including a professor who supervised the topic selection. The introduction defines different types of child abuse like physical, emotional, and sexual abuse. It notes that child abuse is prevalent in Pakistan, with 6 children abused per day. The objectives are to raise awareness about child abuse in Pakistan and the different forms it takes. Statistics from other countries like the US and South Africa are provided on the prevalence of child abuse.

1. Acknowledgment
Firstly I would like to acknowledge the grace of Almighty Allah, The merciful and the
beneficent, which put in my heart the courage to select such as difficult topic for my Public
relation awareness camping work and then helped me to accomplish the task.
I am thank full to my Mass Communication Department of Superior University ,Prof Tahreem
Nasir, who took deep interest in given me to the precious time for supervising me on my topic
and helped me at every difficult stage during my work.
Abstract.............................................................................................................................................3
Chapter No 1......................................................................................................................................4
Introduction:..................................................................................................................................4

2. Definition of terms:.....................................................................................................................4
History:..............................................................................................................................................7
Rational:...................................................................................................................................12
Objectives:............................................................................................................................12
Chapter No 2....................................................................................................................................13
Tagline:........................................................................................................................................13
Slogan:.....................................................................................................................................13
Campaign color ................................................................................................................................14
Abstract
Increased awareness of child abuse has led to better understanding of this complex problem.
Child abuse can be physical, emotional - verbal, sexual or through neglect. Abuse may cause
serious injury to the child and may even result in death.
Fortunately the issue of child abuse is slowly becoming a more recognized issue, and for the
reason this awareness campaign will focus much on child abuse. There is very little research
done in this area in Pakistan only few NGO’S are working against child abuse.
Child abuse (CA) is prevalent worldwide and is one of the menaces that are persistent in all
classes. In Pakistan, Children less than 18 years of age are falling prey to CA at the ratio of 6
children per day. Child Abuse is perceived as shameful and not to be discussed and hence
Hundreds of innocent lives live with the Shadow, Memories and Trauma of the assault. Several

3. children surrender their lives in the name of honor or absorb the pain for fear of losing a loving
one, if the secret is revealed.
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Key Words:Physical abuse, Child neglect, Emotional Neglect, Sexual abuse,
Chapter No 1
Introduction:
Child abuse is a problem of epidemic proportions in the Pakistan. Child abuse, physical, sexual,
or emotional maltreatment or neglect of children by parents, guardians, other responsible for
child’s welfare. Abuse occurs when people mistreat or misuse other people, showing no concern

4. for their integrity or innate worth as individuals, and in a manner that degrades their well-being.
Abusers frequently are interested in controlling their victims. They use abusive behaviors to
manipulate their victims into submission or compliance with their will. Abusers control and
compel their victims in a variety of ways. They may verbally abuse them by calling them names,
tell them they are stupid, have no worth or will not amount to anything on their own. They may
become physically violent, inflicting pain, bruises, broken bones and other physical wounds
(visible and hidden both).
Definition of Campaignterms:
Physical abuse: the infliction of physical
injury as a result of punching, kicking, biting, burning, shaking or otherwise harming a child.
The parent or caretaker may not have intended to hurt the child; rather the injury may have
resulted from over-discipline or physical punishment.
Child neglect: failure to provide for the child’s basic needs. Neglect can be physical,
educational, or emotional. Physical neglect includes refusal of or delay in seeking health care,
abandonment, expulsion from the home or refusal to allow a runaway to return home, and
inadequate supervision. Educational neglect includes the allowance of chronic truancy, failure to
enroll a child of mandatory school age in school, and failure to attend to a special educational
need.

5. Emotional neglect: includes such actions as marked inattention to the child’s needs for
affection, refusal of or failure to provide needed psychological care, spouse abuse in the child’s
presence, and permission of drug or alcohol use by the child. The assessment of child neglect
requires consideration of cultural values and standards of care as well as recognition that the
failure to provide the necessities of life may be related to poverty.
Sexual abuse: fondling of a child’s genitals, intercourse, rape, sodomy, exhibitionism, and
commercial exploitation through prostitution or the production of pornographic materials.
Emotional abuse: acts or omissions by the parents or other caregivers that have caused, or could
cause, serious behavioral, cognitive, emotional, or mental disorders.
Facts and Myths:
MYTH: Most of the time girls are victims of abuse.
FACT: Both males and females can be victims of abuse. Boys are at the greatest risk of being
abused between the ages of 3 to 7 years, and for girls, it is between the ages of 9 to 15.
MYTH: Most children are sexually abused by strangers.
FACT: It is estimated that approximately 85% of all child sexual abuses are perpetrated by an offender
known to and trusted by the child. Only a small percentage of perpetrators fit the stereotype of the
stranger.
Who commits child abuse?
It is a myth that child abuse is committed by strangers. Abusers are, most of the time, well-
known or trusted by a child. Typically, there is a power difference between the abusers and
victims. Abusers tend to be older than their victims. Another myth about abusers is that they
abuse children because they suffer from mental illness. Most people who sexually exploit
children are actually functional members of a community who have made the decision to exploit
their power over someone who is vulnerable to them. Child abuse is a crime of power. Abusers
may be rich or poor, men or women.
Who are the victims?

6. Commonly accepted statistics indicate that 1 in 3 female and 1 in 6 male children are sexually
abused. This translates into millions of children being abused each year, in Pakistan alone. In
Pakistan 69% in ruler areas and 31% in urban areas child are abused.
How child abuse occurs?
There are various ways that child abuse takes place. Child sexual abusers June 2006 5 use
varieties of ways to get a child involved into sexual activities. Some abusers introduce sexual
activities to a child in the form of a game or sex education. Others offer a reward to a child for
engaging in sexual activity, or use physical force. Not only is physical power used to drag a child
into sexual activity, but also psychological power and threats are used. For example, abusers
instill a sense of obligation to a child, saying, for example, “You owe me for_ that I did for you.
Child abuse is not a one-time occurrence; the same victim is often continuously targeted by the
same abuser. As time passes, the abuse generally escalates. For example, in the case of sexual
abuse, in the beginning, an abuser shows his/her part of body, and then as time passes, it
progresses to kissing, fondling, masturbation, penetration, and so on. During this acceleration
process, threats and violence seem to be typical. Abusers will try to convince the child that
nobody would believe him/her if he/she told about the abuse, or that it might break up the family
and the victim would be taken away from his/her parents.
History:
According to UNICEF ( United Nation International Children’s Emergency Fund) South Africa
statistic from the South African police service more than 54 thousand cases of crime against
children where reported between 31 march 2011 and 1 April 2012 where sexual offences make
up about half the reported figure and around 30 per cent of these victims are under 10 years old.
Research has shown that in most abuse cases, the offenders are known to the children (UNICEF,
2012).

7. In the United State of America 1 in four girls and 1 in 6 boys sexually abuse before the age of 18
and nearly 70% of all reported cases (including assaults) are on children ages 17 and under
(NCA,2008).
According to humanitarian news and analysis which is a service of the UN office for the
coordination of Humanitarian news and analysis which is a service of the UN office for the
coordination of humanitarian Affairs in Sri Lanka it takes as long as six years to Prosecute
criminals who abuse children, and as many as 4 thousand are before the country’s 34 high courts.
TotalNumber of Cases:
The reported cases of CA published as Cruel Numbers by Sahil from 2007 to 2013 reveals that a
total no of 16516 children were sexually victimized
Over the years, the ratio of sexually abused children shows that average of 5 to 6 children were
abused daily. Report of Physical and sexual abuse of children are increasing. The statistical
analysis of the figures noted in 2008 shows a decrease in cases of CA by 21%. On the contrary
out to the decrease in the reported cases during the general election year 2008 and increases can
be seen of 9.4% in 2009 with 12% in 2010 with 2.2% in 2011 with 7.67% in 2012 and 10.29% in
2013.
Gender Comparison:

8. The Year wise trends in CA cases over the years show that out of a total of 16516 cases, a total
of 11619 were girls (79%) and 4239 of the victims were boys (39%).
Age of victims:
The trend clearly shows that among all the age groups, the number of victims (704) between the
age brackets of 1-5 years is reported cases. Children belong to the age bracket 6-10 years are
victimized reported cases are (2559), (4283) children belong to the age of 11-15 years, (1839)
children victimized in the age of 16-18 years. News-paper reports often do not mention the age
of the victim (6901).
Abuser category:
Abusers categories are increased year by year.
Abuser
Category
Year
2007
Year
2008
Year
2009
Year
2010
Year
2011
Year
2012
Year
2013
Total
Acquaintance 3460 2994 3431 3677 2657 3527 3961 23707
Stranger 955 650 663 728 1315 1109 1389 4559
Neighbor 218 154 148 287 148 172 394 1521
Female
abettor
200 208 182 170 102 120 397 1379
Relative 133 71 75 114 388 405 506 1692
Police 39 56 39 20 50 79 98 381

9. Incest 39 53 22 24 56 84 111 389
Molvie 64 24 16 18 30 43 62 257
Teachers 11 14 7 22 91 123 150 418
Shopkeeper 18 2 5 3 0 2 5 35
Driver 5 4 3 5 9 12 18 57
Doctor 2 1 2 2 0 7 12 25
Ruler &Urban areas divided:
More cases take place in ruler areas could be because of the reason that girls are perceived as the
honor of the family and so opponents usually target girls to take revenge or settle disputes such
as enmity, revenge even marriage refusal land disputes or family feuds.
Court Convictions:
The records of court convictions CA cases reported in news-papers during 2007 to 2013 shows
that justice was dispensed more speedily. Cases were decided an average of two years
Crime
category
2007 2008 2009 2010 2011
Tota
l
Victam tota
l
Victam Tota
l
Victa
m
Tota
l
Victa
m
Tota
l
Victa
m
Court Convictions of
Abusers
Life
imprisonme
nt
Fine
Abduction 6 3M/3
F
5 1M/4
F
- - - - - - 2.5 year 5000
Abduction
& rape
3 F 5 F 1 - - - - - 5 years 60000
Abduction
& Sodomy
- - 1 M - - - - - - 5 year 10000
Abduction
& rape
Murder
2 F 3 2F/1
M
- - - - - - death 150,00
0
60000
Abduction
& gang
rape
2 F 1 F - - - - - - death 2 lakh
Rape 4 F 6 F 13 - 3 F 1 F 4 year 5 lakh
Rape
Murder
1 F 5 1M/4
F
3 - - - - - 42 years 5 lakh
Attempt of
Rape
- - 4 F - - - - - - 1.5 year 50000
Attempt of
rape
Murder
- - 1 F - - - - - - Death 150,00
0

10. Gang
Rape
5 F 4 1M/3
F
3 - 4 F 1 F 40 years 1 lakh
Gang rape
Murder
1 F 1 F - - - - - - death -
Kidnap,
Murder &
molestatio
n
1 F - - - - - - - - 2 year 5 lakh
Sodomy 4 M 6 5F/1
M
5 - - - 6 M 2.5 year 5 lakh
Gang
sodomy
- - - - 1 - - - - - 7 year 40000
Sodomy
Murder
4 M 6 M - - - - - - 3 year 150,00
0
Molestatio
n Murder
1 M - - - - - - - - death -
Sexual
Assault
Murder
1 M - - - - - - - - death -
Rational:
Child abuse occurs when an adult or adolescent uses a child for sexual purpose. It involves
exposing a child to any sexual activity or behavior. “Child Abuse is inherently emotionally
abusive & is often accompanied by other forms of maltreatment. It is a betrayal of trust an
Abuse of power over the child.”
Our campaign policy has been written to reflect our active commitment to promote and
safeguard the welfare of students. We believe that children have a fundamental right to feel
safe and protected from any form of abuse. “Child Abuse is unacceptable & all children have
the right to a protective and care free child-hood”. Therefore we aim to provide a secure,
caring environment and a curriculum which nurtures self-esteem and empowers children to
protect themselves. Our awareness Child Abuse campaign aim to ensure that children who are
unsafe, at risk and have suffered or are likely to suffer significant harm are identified and
appropriate action is taken to keep them safe. The awareness campaign has and will continue
to develop a systematic approach towards identification and example of suppose child abuse to

11. an appropriate campaign. We recognize that abuse may be emotional, physical, sexual or
through neglect.
Objectives:
Our main objective for choosing this topic “Child abuse” is that we want to observe that what
kind of affects Children can face because of Child Abuse. When a child abuse it has some affects
that influence on children behavior. Our purpose is to determine the reason behind the child
abuse and aware the Lahore community.
• Raises public awareness on the extent of all forms of Child abuse
• Calls for Pakistan (Punjab, Lahore ) action to stop all forms of abuse against children
• Addresses demand issues within the child sex trade and other forms of abuse violence
against children
• Works with government, inter-governmental and non-governmental agencies n NGO'S in
PAKISTAN (Punjab, Lahore) to stop child abuse.
• Provide community trainings related to child abuse and prevention.
• Promote Child Abuse Prevention Awareness Month (April).
• Understand both the short and long term psychological problems that maltreated children
may suffer.
• Teach others about aspects of child abuse
• be responsible for all child protection matters
• Work with Parents & teachers to advocate for children
Chapter No 2
Tagline:
“Save Me I AM Innocent”

12. Slogan:
Campaign color
White: White is the color for Cleanliness, peace, Humility, Purity, innocence, wholeness
and completion
Yellow: Yellow color is indicating the promise of better time, Happiness, Hope, Friendship and
Sunshine.
Green: It is the color of Peace, Support, Comfort, Good luck, Health.
Black:Black color indicating the Power, hidden, Fear, Anger, Sadness, Stability and Strength.
Brown: This color is associated with Reliability, Stability, Friendship, Home Comfort, and
Simplicity

13. Choice of Medium:
We are using Electronic Medium, Social Medium and Print Medium.
Electronic Medium: we will make documentary about awareness against child abuse. In
documentary we will explain our objectives of campaign to aware the whole community.
Social Medium: We choose the social media for our awareness campaign against child abuse.
In social media we made a page about our campaign to aware the people. How to save children
and guideline about the child abused.
Print Medium:
We will write articles or features about our awareness campaign in “Nai Baat” newspaper and
magazine and promote our awareness campaign through flexes.
Target Audience
PR campeigns are always targeted to specific audiences and yes our
campeing is also targeted to a number of specific audience
demographically and geographically lets have bird eye view:
Demographically:
-Upper middle class
- Lower middle class
-Labour class
-No limit to age
-No gender limit
-No relegion boundries

14. These all are generalised in case of our society in our country because
pakistan is a multi-cultural country having small industries and large
industries having infinite children as a labour
Geographic:
-Backward or undeveloped areas
-Schools
-Parent counciling
-Industrial areas i.e faislabad,raiwind road,manga road
We aim to target those geographic areas where labour class exist and
those middle class families who prefer childrens as labour rather than
educated entrepreneur.
USP(Emotional selling point)
However, a true USP is difficult to find in this case. Therefore, to make
our campeign stand out, we want to think about using emotive and social
selling points to engage audience.
Emotive selling points (ESP)
ESPs spark an emotion in your customer, making them believe they
need your product to have a better quality of life.
-Child's life
-Educated Entrepreneur(making them believe that choosing your brand
will make their dreams a reality)
-Education is an investment which pays parents back.
-Once a child is abuse he will lead a regrected life
-In some cases this abuse is a cause of suisides

15. Justification of Effective PR strtegy
As we have covered all the points icluded n effective PR campeings we
hope to deliver our our message in the most effective way to achive our
goal.inshallah.