The 60-second ad depicts violence in environments where children should be safe: their homes, schools, online and in their cities. As "Rock-A-Bye-Baby" plays in the background, Beckham's tattoos show cyberbullying, verbal and physical abuse at home, taunting by students and teachers and a suspicious stranger kidnapping a young girl at night.
"Violence against children marks them forever. It's wrong. End it," says Beckham.
BlindPig created the campaign.
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