Mission: Denaturalize the practice of physical and humiliating punishments as a way to educate and care for children and adolescents in the family, school, community, traditional media and social media.

Vision: To be a national reference in tackling physical and humiliating punishments against children and adolescents, with the adoption of non-violent practices of education and care, committed to promoting the participation of children, adolescents and young people in the process of cultural change.

Values: Ethics, respect for human rights, democracy, children's participation, solidarity, transparency, non-violent communication, gender equity, diversity and social justice.