The Estonian Police and Border Guard’s new campaign addresses a deeply concerning issue that resurfaces with greater intensity during the festive season: family violence. Alcohol consumption, often amplified during holiday celebrations, is identified as a major factor fueling these incidents. As police captain Lea Bärenson highlights, the number of reported cases of domestic violence rises significantly over Christmas, with officers responding to up to 50 cases daily during the holiday week. Tragically, children are often the silent victims, forced to endure environments of fear and instability during what should be a time of joy and safety.

Central to the campaign is a thought-provoking reinterpretation of the traditional Christmas carol “Oh, kuusepuu,” (O Christmas Tree) featuring new lyrics by Mihkel Raud and performed by the children of Laulupesa studio. These haunting words vividly depict the stark reality faced by families impacted by alcohol-fueled violence, with lines like “When father rages quickly, and mother’s sobs are heard.” Through music, the campaign aims to resonate deeply with the public, encouraging awareness and intervention. Airi Liiva, the leader of Laulupesa studio, emphasized the transformative power of music to inspire reflection and action before it is too late.

Bärenson urges society to recognize that domestic violence is not a private matter—it is a collective concern that demands collective action. Alcohol’s role in exacerbating these situations cannot be ignored, and reporting signs of violence is a critical step in breaking the cycle. Whether it’s a concerned neighbor, a close friend, or a passerby, anyone can be a hero by reporting violence to the emergency number 112. The campaign, created by the Not Perfect creative agency, reminds us all that protecting the vulnerable and standing up against alcohol-fueled family violence is not only possible but essential.

Find more from PPA (Estonia, December 2024)