We have an eight-point plan for this. I'll skip some of the points in it, but let me start with a couple of them.
One, which has been two years in the making but we'll launch in September in India, is called Know Violence—and the “no” is in red. It's a global learning initiative on violence prevention in children. It's not just passive learning; it's scholars, academicians, and others from around the world, ordering their research on the magnitude of the problem, and a second group working on what works to prevent it, so bringing in the research that they have.
Lincoln Chen, if any of you know him, is a leading public health professional, and he has agreed to chair the steering group on this. Amartya Sen has agreed to grandfather the process. We'll be publishing. We'll be getting the BBC to do things. We'll be really upping our game, in terms of what the science tells us about preventing and responding to violence against children. That's one initiative, and that's galvanizing us globally.
A second part of the eight-point plan is getting the academy around the world—academicians and universities—to take more seriously child protection as a discipline, an inter-disciplinary discipline. It's not charity. It's actually very important scientific work. We have an international advisory committee, made up of scholars from India, Mexico, South Africa, Scotland, Ethiopia, and a couple of others, and we need to get into French-speaking Africa so that we address some of the linguistic issues. This is a start, and Harvard is the home for the establishment of the first-ever Master's concentration in child protection. Those advisors from around the world are growing their own field, in their own countries, in their own academic institutions.
The third thing that's been incredibly galvanizing is a communication initiative that my boss, executive director Tony Lake, launched last July. A bigger impact than anything in UNICEF'S history was the launching of an end violence initiative. Some of you may have seen this quite famous and powerful PSA with Liam Neeson. It's not about Liam Neeson. The sort of chapeau for this is to make visible the invisible. What's happened is that the global chapeau has created a platform at the local level, in country after country around the world, for the excellent work of many civil society organizations that were in the shadow, small projects. It's also made it much more legitimate globally for us to have this conversation.
I'll tell you, I spent five years of my life in Bangladesh. When I got there, in 1992, the government didn't want to talk to me about child labour. Look where we are now. There are a number of global things that are galvanizing.
Getting back to the Government of Canada, we've been working with this newly established child protection unit. I couldn't be happier. I spent the morning with them today, strategizing and planning and plotting. I think the more that Canada can grow and bring its voice and its leadership to this, the more other countries will come on board.