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The Early Years - An Opportunity of a Lifetime
 

The Early Years - An Opportunity of a Lifetime

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Awareness raising campaign implemented by the Ministry of Health and UNICEF Montenegro from August 1 to October 31, 2009

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 The Early Years - An Opportunity of a Lifetime Presentation Transcript

    • “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 Mother’s milk – all a baby needs Every child deserves the best possible start to life nutrition she can offer her newborn Baby always has time for a cuddle The Early Years – An Opportunity of a Lifetime
    • Key messages: Children always have Active fathers strengthen children’s self- I always have time to time to laugh confidence laugh Being a father is an opportunity Children always have time to of a lifetime play Active fathers strengthen Children always have time to Children always have time to Children always have time for Being a father is an opportunity children’s self-confidence cuddle play a story of a lifetime
    • Key messages: Talk to your children when Children imitate the closest Talk to your children when they do something they do something wrong ones wrong Explain to the child rules and boundaries Children learn to behave by imitating Children imitate the closest the closest ones 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
    • WORLD BREASTFEEDING WEEK 01-07/08/2009 Podgorica, July 31, 2009 Minister of Health Miodrag Radunovic and UNICEF Montenegro Representative Noala Skinner launch the campaign BEGINNING OF THE CAMPAIGN “THE EARLY YEARS – AN OPPORTUNITY OF A LIFETIME” UNICEF Somalia, 1992 - HQ92-5103 / Press
    • ĐURO OSTOJID, BASKETBALL PLAYER, PROMOTES FATHERS “My experience is quite fresh. However, as I spend most of the time abroad, I have to say that there is a visible difference in how much time fathers abroad devote to raising their children. Also, they are more dedicated during pregnancy, when men need to help their wives and pass together the weeks and moths of expecting the beautiful moment. Definitely, fathers should be involved in child’s development the whole time. And all the nights that you did not sleep can only bring you more pleasure, not to think about how much they will mean to the child and how much you will help him/her to find the right way through life.” UNICEF Somalia, 1992 - HQ92-5103 / Press A preschool in Podgorica, August 5,2009
    • MILOŠ ŠDEPANOVID, WATERPOLO PLAYER, PROMOTES ALTERNATIVES TO PHYSICAL PUNISHMENT “We all come home stressed from work, but no child deserves to be hit. If we as adults require lots of attention on daily basis, then children need it much more than us. The relationship between spuses is the foundation of every family and if this relationship is coloured with love, patience and attention, this will be reflected to children in the greatest measure. We cannot change the child’s character, but we can help him/her to learn what is “right” and what is “wrong”.” Sports Centre in Podgorica, August 19, 2009 UNICEF Somalia, 1992 - HQ92-5103 / Press
    • ANDRIJANA BOŽOVID, SINGER, PROMOTES BREASTFEEDING Maternity ward in Bar, September 8, 2009 ”I breastfed my son for a year and these 12 months were a period during which the two of us had a really special relationship. I will never forget these moments, mines and his, when I was holding him in my arms and he was watching me. As he was growing, he was kind of becoming more aware of this. You need to be persistent when breastfeeding, because you know that you are giving the best to theUNICEF child.'' Somalia, 1992 - HQ92-5103 / Press
    • VUKAŠIN POLEKSID, FOOTBALL PLAYER, PROMOTES FATHERS “When I play for the club abroad, I hang out with my child every day after 4pm, as until then he’s in the kindergarten. I try to use every moment available to spend it playing with him, telling him stories, visiting a ZOO and the park, and so, our every day is fulfilled.” Montenegro Football Federation Terrains, Podgorica, October 8, 2009 UNICEF Somalia, 1992 - HQ92-5103 / Press
    • BASKETBALL CLUB “ULCINJ” PROMOTES FATHERS Petar Jovanovid, basketball Dragan Radovid, trainer player ‘’ I made a big mistake and I am ‘’I have a 4 year old son trying to correct it now and in and my job is quite future. I would advice other demanding. I find it hard parents not to make the same not being able to be with mistake that I did, as I did not him as much as I would have enough time to dedicate like to, but I use every to my child. So, my message moment I have to be with would be to use all the free him, as being a parent is time you have to be with your the most beautiful thing in Sports hall in a primary school child.” the world.” in Ulcinj, October 16, 2009 UNICEF Somalia, 1992 - HQ92-5103 / Press
    • PLJEVALJSKI TAMBURAŠI, FAMOUS MUSIC BEND, PROMOTES FATHERS „We are honoured to support the campaign of the Ministry of Health and UNICEF “The Early Years-An Opportunity of a Lifetime”. We hope that our time spent with children today will influence our citizens, current and future fathers in Pljevlja. Campaign’s messages are that children always have time to play, laugh, for a story and to cuddle, and we would like to add that children always have time to sing. We are showing this today in the preschool “Eko-bajka”, says Ibrahim Ipko Gerina from Pljevaljski tamburaši bend. A preschool in Pljevlja, October 21, 2009 UNICEF Somalia, 1992 - HQ92-5103 / Press
    • RAMBO AMADEUS, UNICEF NATIONAL GOODWILL AMBASSADOR, PROMOTES ALTERNATIVES TO PHYSICAL PUNISHMENT “Parents hit their children for two reasons. The first one is because they don’t have time and patience to talk to them. The second one comes from frustrations that parents live through at work place, on the street, with friends and in their environment, because they don’t have the strength to cope with this. They come home and only children are not able to hit back. Too afraid to confront adults, parents take it out on their child.” A preschool in Bijelo Polje, UNICEF October 27, 2009 Somalia, 1992 - HQ92-5103 / Press
    • 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.
    • CAMPAIGN EVALUATION 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? No 28% Yes 75% answer 72% positively the prompted question 72% of parents spontaneously cite our whether they have campaign when asked if they have seen the campaign noticed any ECD campaign lately. of Unicef and Ministry of Health.
    • CAMPAIGN EVALUATION – COMMUNICATION CHANNELS Where, in which media have you seen or heard this campaign? TV commercial 87% 3/4 noticed promotional videos Billboards or street posters 63% and they were the Discussions or interviews on most noticed source of 27% TV- with professionals information, then Promotions by sportsmen, billboards and city 24% singers and other celebrities lights 63%, interviews Ad in newspapers 22% 27%, promotions with celebrities 24%, Article in newspapers 20% newspaper ads 22% and articles in Other 2% newspapers 20%.
    • 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.
    • CAMPAIGN EVALUATION – ROLE OF FATHERS 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 brought new information to 40% of parents. As new information, they usually mention importance of father's role. 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 EVALUATION – ALTERNATIVES TO PHYSICAL PUNISHMENT 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 Campaign brought new information to 40% of parents. As new information, they usually mention: importance of father's role, importance of breast-feeding and Majority of the population (80%) different upbringing methods. liked this campaign in general. Compared with the research performed before the campaign, lower percentage 45% of parents were stimulated by of parents would not change anything the campaign to think about ECD. regarding raising their children - from 74% to 60%.
    • CAMPAIGN EVALUATION – ATTITUDE CHANGES Did this campaign make you change any of your attitudes, in terms of early child development? It made me change some of my attitudes 14% Not at all, my attitudes are somewhat different, but I don’t think I should change Not at all, since them everything that I saw in 22% this campaign coincides with the way I perceive proper child development 64% 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 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)? Yes 19% 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 No influence toward children is not in 81% accordance with the proclaimed in the campaign, but they think it is correct and don’t want to 19% of target population claim to have change it. changed their behavior towards children after this campaign. 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%.