The Rethink Parenting Campaign recognizes the purpose of ongoing dialogue on a larger scale and at the community level to  raise awareness and education and promote a cultural shift towards the adoption of positive parenting strategies. The campaign utilizes methods such as parenting seminars, teacher/parent education trainings, parent information booklets, digital billboards, television and radio public service announcements with positive discipline messages, and bus shelter posters/signs to educate parents on children’s age appropriate needs, the importance of using safe and non-abusive strategies with children, and to increase parents confidence in their parenting abilities.  Most importantly, by keeping the conversation at the forefront of people’s minds, we are hopeful that this will increase the community’s sense of responsibility in acting against any form of abusive behaviour against children.