2. Observation
“I really hope that my
teenager will know
everything from his/her
friends or from the
Internet. There is quite a
lot adequate
information on this
issue there”
“I really hope that my
child will know and
understand everything
him/herself, and I won’t
get into an awkward
situation”
“My parents didn’t use to
talk to me on these
topics. My personal life is
going normal.
WHY do I need to talk
about these things with
my child?”
It’s difficult for teen’s parents to start conversation about safe sexual behavior and reproductive health with their own
children
Parents’ thoughts:
“I don’t feel like I can be a
good source of
information in this topic”
3. To encourage dialog between parents and adolescents about sexual and
reproductive health
Goal
4. Background
14-18 years old teens are future applicants to universities and colleges
pass 3 entrance examinations
provide a school certificate (GPA counts)
To enter the university in Belarus teens need to:
Parents are highly interested in their children's top score during the exams
and best education opportunity
5. “I want my teenager to study in a prestigious
university”
“It guarantees high demand occupations
and future well-being”
“Thus every score while exam worth its
weight in gold”
The most important for parents are …
Insight
6. We spread the rumor in Mass Media that The Ministry of Education and Heath is elaborating the law which
aims to introduce an exam on reproductive health for graduates entering the higher education institutions
The exam is obligatory;
Educational programs in schools are still being developed, thus there will not be a separate subject about
reproductive health and safe sexual behavior in school program;
The main source of information for teen are expected to be their parents.
Idea
7. Step Channel Description Expected reaction of TG
1 All media Spreading the rumor that The Ministry of Education and Heath is
elaborating the law which aims to introduce an exam on
reproductive health for graduates entering the higher education
institutions
Amazement, awareness of
the impact of “new score” for
entering the university
2 Event:
Parents meeting
at schools
Teachers:
-confirm the information;
- there will not be a separate subject about reproductive health
and safe sexual behavior in school program;
- parents – the only reliable source of information for teens to
prepair them for exam (parents know their children better)
Recognition the importance
of preparing teens for the
exam and become for him/
her the best teacher on
reproductive health
Execution
8. Step Channel Description Expected reaction of TG
3 Partnership with
more than 200
belarus OL through
their SN
OL who are parents at the same time start the discussion
on their web-pages:
“Information noise” is going
father than governmental level
and it concerned Opinion
Leaders.
Parents decide to start the
conversation, because this is
normal. Everybody do = I’ll do!
Execution
9. Step Channel Description Expected reaction of TG
4 Brand owned
channel
UNFPA Belarus
website
Launch short video-instructions for parents HOW to start this
conversation, if:
The child is shy and goes out from the answer
If a child has a negative sexual experience
If the child is hostile to the conversation
If the child is open and ready to talk
Obtaining visual instructions on
how to behave with the child,
depending on his response.
The final declination of parents
to start a conversation with
teenagers.
Execution
