Joint government-UNICEF campaign to prevent recruitment of child soldiers wins Sumathi Award

A joint communication campaign by Sri Lanka's Ministry of Justice and UNICEF to prevent the recruitment of child soldiers has won a Sumathi Award.

The television advert 'Bring Back the Child ' Stop Child Recruitment' has won a special award under the category of social responsibility at the recent gala event held in the Sugathadasa Stadium.
The TV announcement was part of a Government and UNICEF national communication campaign launched by President Mahinda Rajapaksa in February 2009.
According to a press release by United Nations country team in Sri Lanka the campaign, which included television, radio, press, billboards and other publicity material, had several aims.

It aimed to build awareness among the public that child recruitment is a penal code offence and has grave consequences on the survival, growth and development of children.
In addition the campaign aims to motivate all those directly or indirectly involved in the recruitment of children to desist from recruitment and release all children.
Further it plans to educate the children of the dangers and impact of recruitment on their future as adults.
Suhada Gamalath, Secretary to the Ministry of Justice has said that the 'Bring Back the Child' campaign reinforces the government's zero tolerance policy on the recruitment of children by armed groups.

"The campaign promoted the release of such children and complemented the efforts of government to rehabilitate and reintegrate children back into community life," he has said.
The UNICEF Representative Reza Hossaini has noted that by demobilizing the former child combatants, these children have now been given a second chance to rebuild their lives.
"This is a great recognition of the joint partnership of the Government of Sri Lanka and UNICEF," Hossaini has said.
The 'Bring Back the Child' campaign was created by advertising agency Leo Burnett Solutions.
The UNICEF says since 2002 it is collaborating with the government and has succeeded in reintegrating approximately 3,500 children formerly associated with armed groups, while involving many more in different community activities.
The UN body provides regular follow up and social work support to children who have returned to their communities.
With the end of the conflict the recruitment of children has now ceased, the UNICEF says.