"Want to meet" social campaign on prevention of child abandonment

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Many mothers are forced to take their children away from families because of rampant alcohol and drug abuse in Ukraine.
Single mothers, like multi-children families, face the conflicting priorities of looking after their children while trying to support them financially in the current economic state in Ukraine.
EveryChild Ukraine demonstrates that social work intervention at a crisis point in life of vulnerable pregnant women can produce better outcomes for both them and their children.

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"Want to meet" social campaign on prevention of child abandonment

  1. 1. EveryChild Ukraine «Want to meet…» Information campaign on prevention of child abandonment
  2. 2. EveryChild Ukraine Some facts: Young «accidental» mothers, as a rule, decide to abandon their children. They are young, inexperienced, frightened, confused. Usually their decision is caused by lack of assistance from the family and psychological crisis. Annually in maternity houses of Ukraine 600 babies are being abandoned. In 2007 in Kyiv region 73 women abandoned their children – it’s enough to complete a baby home.
  3. 3. EveryChild Ukraine Problem Many mothers are forced to take their children away from families because of rampant alcohol and drug abuse in Ukraine. Single mothers, like multi-children families, face the conflicting priorities of looking after their children while trying to support them financially in the current economic state in Ukraine. To prepare at least a temporary respite and a place of sanctuary from domestic abuse, a network of “Mother and Baby” units are being created where mothers can stay with their child for up to 1,5 years, but few single mothers are yet aware of their existence. EveryChild Ukraine demonstrates that social work intervention at a crisis point in life of vulnerable pregnant women can produce better outcomes for both them and their children. We organize information campaigns to promote the accessibility of newly established services.
  4. 4. EveryChild Ukraine Campaign «Want to meet...» Area: Kyiv region Duration: August 2008р. – February 2009р. Beneficiaries:children Target audience: Biological families of children from baby homes Young (single) mothers HIV-positive mothers Local communities
  5. 5. EveryChild Ukraine Task: How to support young pregnant girls, who didn’t plan to have children and how to convince them not to abandon their children after giving birth? Solution: To demonstrate women that we do understand their problems, they only need to enter a phone number.
  6. 6. EveryChild Ukraine Slogan: “We understand what you feel. You only have to call us!” - Prints - Videos - Outdoor advertising - Press Communication Channels: - Flyers, posters - Outdoor - Information phone lines - Video rotation - Articles (National and regional media) - Thematic website about the campaign
  7. 7. Poster «Want to meet…» Location: •Health institutions •Education institutions •Consultation rooms •Public places
  8. 8. Flyer «Want to meet…» «Partizan marketing» Locations: •Public transportation •Transportation stops, stations •Pharmacies •Post offices
  9. 9. Board Locations: 50 boards in Kyiv (roads, underground stations, railway, bus stations)
  10. 10. Non-standard board and individual boards Places: Kyiv Borodyanka (market), Bila Tserkva (2), Brovary – center Pereyaslav-Khmel’nitsky (center)
  11. 11. PR events Press conference 15 articles in national media; 60 –Internet media; 30 – regional media; 8 videj spots, 3 –radio spots
  12. 12. Video «Pragnant Man…» Idea: Campaign has two tasks. 3. To inform target audience - young “accidental” mothers from internats, low-income families – that they do have people nearby who understand their problems and are ready to help in any time. 4. To motivate girls to apply for social services.
  13. 13. Video “Pregnant man» Idea: To complete these tasks we used dramatization. An image of a pregnant man shows a deep understanding and involvement of the social workers into the difficulties young mothers face. Social workers perceive problems of girls as their own and are ready to help. Voiceover:singer L Kravchuk Rotation:1st National, «СІТІ», 5 Channel, Channel «24»
  14. 14. Our partners in Kyiv oblast consider the information campaign successful, as the level of direct appeals to social services raised in 4-5 times. Moreover, in 2008 there were 18 cases of abandonment, comparing to 45 in 2005. The total coverage of young mothers who might consider to leave a child reached 90%, comparing to 80% in 2007.
  15. 15. Supporters

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