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Awareness raising campaign implemented by the Ministry of Health and UNICEF Montenegro from August 1 to October 31, 2009
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“The Early Years – An Opportunity of a Lifetime”
Awareness raising campaign implemented by the Ministry of Health and UNICEF from
August 1 to October 31, 2009
OBJECTIVE:
“By December 2009, increase awareness by 20% of Montenegro’s parents with children under the age
of 6 on key ECD issues defined by the survey through an awareness raising campaign.”
KAP Survey in June 2009:
• KAP survey was conducted in June 2009 among 1,000 Montenegro’s parents of children under 6.
• Key findings showed that there are 3 main areas on which parents need to be better informed and influenced in order to improve practices:
1.more active role of fathers in child’s upbringing • 41% of mothers stated that they mainly visited the doctor alone; • 59% fathers claimed not to know how the child was fed; • 37% of breastfeeding mothers stated that no one helped them with nutrition and breastfeeding, sterilization, cleaning, bathing the child; • Only 7% of fathers teach a child his/her first moral principles, i.e. what’s good, what’s bad – this is mother’s responsibility in 86% of cases.
2. alternatives to physical punishment • 55% of guardians said that they had to hit their child at least once during the last week.
3.breastfeeding• 63% of guardians agreed with the statement that Breast milk may be of such quality that
it fails to meet all the needs of the child for nutrients. 22% said it was not sure whether to agree or not and only 15% expressed disagreement.
Target groups:
• parents of children under 6
• their opinion-makers – family members, friends and experts (doctors, nurses, psychologists, etc.).
Communication Channels:• The survey identified TV as the main source of information of the target
groups, while on the last place are books, magazines, brochures and internet.
• The results of the survey indicated clearly the communication channels to be used: – 3 promotional videos (1 for each topic) were broadcasted for free on all TV
stations and in the cinema before the movies; – billboards and city lights with key messages along the most frequently used
roads and in places with the greatest circulation of people in all municipalities throughout Montenegro;
– live interviews on the most influential TV stations; – print-ads and articles with key ECD messages in the most read daily, weekly
and monthly newspapers including a specific magazine for health professionals.;
– Special events with sports and music celebrities, preschools and maternity wards in the north, centre and south of Montenegro were organized every month in order to remind the target groups and the media of the campaign messages regularly.
Key messages:
A mother’s milk is the most complete form of
nutrition she can offer her newbornMother’s milk – all a baby needs Every child deserves the best possible start to life
Baby always has time for a cuddle The Early Years – An Opportunity of a Lifetime
Key messages:
Being a father is an opportunity
of a lifetime
Children always have
time to laughActive fathers strengthen children’s self-
confidence
Active fathers strengthen
children’s self-confidence
I always have time to
laugh
Children always have time to
play
Being a father is an opportunity
of a lifetime
Children always have time for
a story
Children always have time to
play
Children always have time to
cuddle
Key messages:
Children imitate the closest
ones
Children imitate the closest
ones
Talk to your children when
they do something wrongTalk to your children when they do something
wrong
Explain to the child rules and boundaries
Children learn to behave by imitating
the closest ones
Special events with celebrities were organized every month in
order to remind the target groups in various parts of Montenegro and
the media of the campaign’s key messages
UNICEFSomalia, 1992 - HQ92-5103 / Press
WORLD BREASTFEEDING WEEK 01-07/08/2009
Podgorica, July 31, 2009
BEGINNING OF THE CAMPAIGN“THE EARLY YEARS –
AN OPPORTUNITY OF A LIFETIME”
Minister of Health Miodrag Radunovic and UNICEF Montenegro Representative Noala Skinner launch the campaign
UNICEFSomalia, 1992 - HQ92-5103 / Press
ĐURO OSTOJID, BASKETBALL PLAYER, PROMOTES FATHERS
“My experience is quite fresh. However, as Ispend most of the time abroad, I have to saythat there is a visible difference in how muchtime fathers abroad devote to raising theirchildren. Also, they are more dedicated duringpregnancy, when men need to help theirwives and pass together the weeks and mothsof expecting the beautiful moment. Definitely,fathers should be involved in child’sdevelopment the whole time. And all thenights that you did not sleep can only bringyou more pleasure, not to think about howmuch they will mean to the child and howmuch you will help him/her to find the rightway through life.”
A preschool in Podgorica, August 5,2009
UNICEFSomalia, 1992 - HQ92-5103 / Press
MILOŠ ŠDEPANOVID, WATERPOLO PLAYER, PROMOTES ALTERNATIVES TO PHYSICAL PUNISHMENT
Sports Centre in Podgorica, August 19, 2009
“We all come home stressed from work, but nochild deserves to be hit. If we as adults requirelots of attention on daily basis, then childrenneed it much more than us. The relationshipbetween spuses is the foundation of every familyand if this relationship is coloured with love,patience and attention, this will be reflected tochildren in the greatest measure. We cannotchange the child’s character, but we can helphim/her to learn what is “right” and what is“wrong”.”
UNICEFSomalia, 1992 - HQ92-5103 / Press
Maternity ward in Bar, September 8, 2009
ANDRIJANA BOŽOVID, SINGER, PROMOTES BREASTFEEDING
”I breastfed my son for a year and these 12months were a period during which the twoof us had a really special relationship. I willnever forget these moments, mines and his,when I was holding him in my arms and hewas watching me. As he was growing, he waskind of becoming more aware of this. Youneed to be persistent when breastfeeding,because you know that you are giving the bestto the child.''
UNICEFSomalia, 1992 - HQ92-5103 / Press
VUKAŠIN POLEKSID, FOOTBALL PLAYER, PROMOTES FATHERS
“When I play for the club abroad, Ihang out with my child every dayafter 4pm, as until then he’s in thekindergarten. I try to use everymoment available to spend it playingwith him, telling him stories, visiting aZOO and the park, and so, our everyday is fulfilled.”
Montenegro Football Federation Terrains, Podgorica, October 8, 2009
UNICEFSomalia, 1992 - HQ92-5103 / Press
BASKETBALL CLUB “ULCINJ” PROMOTES FATHERS
Sports hall in a primary school in Ulcinj, October 16, 2009
Petar Jovanovid, basketball player
‘’I have a 4 year old son and my job is quite
demanding. I find it hard not being able to be with him as much as I would like to, but I use every
moment I have to be with him, as being a parent is
the most beautiful thing in the world.”
Dragan Radovid, trainer ‘’ I made a big mistake and I am trying to correct it now and in future. I would advice other
parents not to make the same mistake that I did, as I did not have enough time to dedicate to my child. So, my message would be to use all the free
time you have to be with your child.”
UNICEFSomalia, 1992 - HQ92-5103 / Press
PLJEVALJSKI TAMBURAŠI, FAMOUS MUSIC BEND, PROMOTES FATHERS
A preschool in Pljevlja, October 21, 2009
„We are honoured to support thecampaign of the Ministry of Health andUNICEF “The Early Years-An Opportunityof a Lifetime”. We hope that our timespent with children today will influenceour citizens, current and future fathers inPljevlja. Campaign’s messages are thatchildren always have time to play, laugh,for a story and to cuddle, and we wouldlike to add that children always havetime to sing. We are showing this todayin the preschool “Eko-bajka”, saysIbrahim Ipko Gerina from Pljevaljskitamburaši bend.
UNICEFSomalia, 1992 - HQ92-5103 / Press
RAMBO AMADEUS, UNICEF NATIONAL GOODWILL AMBASSADOR, PROMOTES ALTERNATIVES TO PHYSICAL PUNISHMENT
A preschool in Bijelo Polje, October 27, 2009
“Parents hit their children for tworeasons. The first one is because theydon’t have time and patience to talk tothem. The second one comes fromfrustrations that parents live through atwork place, on the street, with friendsand in their environment, because theydon’t have the strength to cope withthis. They come home and only childrenare not able to hit back. Too afraid toconfront adults, parents take it out ontheir child.”
CAMPAIGN EVALUATION
Key findings of the survey among 1,000 Montenegro’s parents of children under 6 in
November 2009 show that
the campaign objective was achieved.
Yes
72%
No
28%
Have you noticed in the past 3 months, that is, since August 1st, any campaigns concerning children and their early development, either on TV, radio, newspapers or billboards, through promotion of public personalities or interviews?
72% of parents spontaneously cite our
campaign when asked if they have
noticed any ECD campaign lately.
CAMPAIGN EVALUATION
75% answer
positively the
prompted question
whether they have
seen the campaign
of Unicef and
Ministry of Health.
Where, in which media have you seen or heard this campaign?
87%
63%
27%
24%
22%
20%
2%
TV commercial
Billboards or street posters
Discussions or interviews on
TV- with professionals
Promotions by sportsmen,
singers and other celebrities
Ad in newspapers
Article in newspapers
Other
3/4 noticed
promotional videos
and they were the
most noticed source of
information, then
billboards and city
lights 63%, interviews
27%, promotions with
celebrities 24%,
newspaper ads 22%
and articles in
newspapers 20%.
CAMPAIGN EVALUATION – COMMUNICATION CHANNELS
CAMPAIGN EVALUATION -BREASTFEEDING
95% of those who noticed the campaign
know that it covered breast-feeding.
Average grade on scale 1-5 for breast-
feeding promotional video is 4.8.
More than half of parents 58.3% were
stimulated by this campaign to think about
breast-feeding and 42% are under the
impression that concerning this issue the
campaign was addressing them directly.
26% of parents agree that breast-milk
contains all nutrients a baby needs, while
before the campaign only 15% knew this.
The percentage of those who disagree with
this dropped from 63% in the first survey to
53% after the campaign.
If they had another child, average duration
of breast-feeding would be 12 months, while
in the research before the campaign it was 9
months.
89% of those who noticed the campaign
know that it covered the role of fathers.
Average grade on scale 1-5 for role of fathers
promotional video is 4.7.
Almost 2/3 of parents 60.9% were stimulated
by the campaign to think about the father's
role and 43.9% were under the impression
that this campaign was addressing them
directly.
CAMPAIGN EVALUATION –ROLE OF FATHERS
When asked what attitudes were changed
due to the campaign, parents most often
refer to father devoting more time to children
18%.
When asked what behaviour changes
occurred due to the campaign, most
mentioned is that father devotes more time
to children 16.8%.
Campaign brought new information to 40%
of parents. As new information, they usually
mention importance of father's role.
85% of those who noticed the campaign
know that it covered alternatives to physical
punishment. Average grade on scale 1-5 for
alternatives to physical punishment
promotional video is 4.7.
61.5% of parents were stimulated by the
campaign to think about alternatives to
physical punishment and 43.1% felt as being
personally addressed.
22% of parents say they had to hit their child
at least once last week, while before the
campaign 55% of parents claimed this.
76% of parents say they don't punish their
children physically, while before the
campaign only 45% of parents claimed so.
CAMPAIGN EVALUATION –ALTERNATIVES TO PHYSICAL
PUNISHMENT
Campaign brought new information to
40% of parents. As new information, they
usually mention: importance of father's
role, importance of breast-feeding and
different upbringing methods.
Compared with the research performed
before the campaign, lower percentage
of parents would not change anything
regarding raising their children - from
74% to 60%.
Majority of the population (80%)
liked this campaign in general.
CAMPAIGN EVALUATION
45% of parents were stimulated by
the campaign to think about ECD.
Did this campaign make you change any of your attitudes, in terms of early
child development?
Not at all, since
everything that I saw in
this campaign
coincides with the way
I perceive proper child
development
64%
Not at all, my attitudes
are somewhat
different, but I don’t
think I should change
them
22%
It made me change
some of my attitudes
14%
14% of guardians say that this campaign changed their attitudes
towards upbringing of children.
63% say that there was no change because their attitudes are
already in accordance with those proclaimed by the campaign.
Others (22%) admit that their attitudes are somewhat different,
but they think that no changes are required.
CAMPAIGN EVALUATION – ATTITUDE CHANGES
CAMPAIGN EVALUATION – ATTITUDE CHANGES
When asked what attitudes were
changed, parents most often refer to
father devoting more time to children
18%, to talking more with children
17.6% and not hitting their children
17.4%.
CAMPAIGN EVALUATION – BEHAVIOUR CHANGES
Has this campaign influenced any changes to happen in your family, even the
tiniest, regarding the way you raise your child (either you or your spouse)?
No influence
81%
Yes
19%
19% of target population claim to have
changed their behavior towards children
after this campaign.
77% of those who haven’t
changed their behavior, state
that they are already behaved in
accordance with the proclaimed
attitudes, so there was no need
for any changes of behavior.
17% state that their behavior
toward children is not in
accordance with the proclaimed
in the campaign, but they think it
is correct and don’t want to
change it.
3% say that they don’t know
how they would do this exactly.
CAMPAIGN EVALUATION – BEHAVIOUR CHANGES
Behaviour changes most mentioned
are: father devotes more time to
children 16.8%, parents talk to children
more 11.7% and parents don't hit their
children any longer 15.3%.