EveryChild Ukraine

««Want to meet…Want to meet…»»Information campaign on prevention of child Information campaign on prevention of child

abandonmentabandonment

EveryChild Ukraine

Some factsSome facts::

YoungYoung « «accidentalaccidental» » mothers, as a mothers, as a rulerule, , decide to abandon their decide to abandon their children. They are young, children. They are young, inexperienced, frightened, inexperienced, frightened, confused. confused.

Usually their decision is caused by Usually their decision is caused by lack of assistance from the lack of assistance from the family and psychological crisis. family and psychological crisis.

Annually in maternity houses of Annually in maternity houses of Ukraine 600 babies are being Ukraine 600 babies are being abandoned. In 2007 in Kyiv abandoned. In 2007 in Kyiv region 73 women abandoned region 73 women abandoned their children – it’s enough to their children – it’s enough to complete a baby home. complete a baby home.

EveryChild Ukraine

ProblemProblem

Many mothers are forced to take their children Many mothers are forced to take their children away from families because of rampant away from families because of rampant alcohol and drug abuse in Ukraine. alcohol and drug abuse in Ukraine.

Single mothers, like multi-children families, face Single mothers, like multi-children families, face the conflicting priorities of looking after their the conflicting priorities of looking after their children while trying to support them children while trying to support them financially in the current economic state in financially in the current economic state in Ukraine.Ukraine.

To prepare at least a temporary respite and a To prepare at least a temporary respite and a place of sanctuary from domestic abuse, a place of sanctuary from domestic abuse, a network of “Mother and Baby” units are being network of “Mother and Baby” units are being created where mothers can stay with their created where mothers can stay with their child for up to 1,5 years, but few single child for up to 1,5 years, but few single mothers are yet aware of their existence.mothers are yet aware of their existence.

EveryChild Ukraine demonstrates that social work EveryChild Ukraine demonstrates that social work intervention at a crisis point in life of intervention at a crisis point in life of vulnerable pregnant women can produce vulnerable pregnant women can produce better outcomes for both them and their better outcomes for both them and their childrenchildren. . We organize information campaigns We organize information campaigns to promote the accessibility of newly to promote the accessibility of newly established services.established services.

EveryChild Ukraine

CampaignCampaign ««Want to meetWant to meet...»...»

Area: Kyiv regionDuration: August 2008р. – February 2009р.

Beneficiaries:children

Target audience: Biological families of children from baby homes Young (single) mothersHIV-positive mothersLocal communities

EveryChild Ukraine

TaskTask: : How to support young How to support young pregnant girls, who didn’t pregnant girls, who didn’t plan to have children and how plan to have children and how to convince them not to to convince them not to abandon their children after abandon their children after giving birth? giving birth?

SolutionSolution: : To demonstrate women To demonstrate women that we do understand their that we do understand their problems, they only need to problems, they only need to enter a phone number. enter a phone number.

EveryChild Ukraine

SloganSlogan: “: “We understand what you feel. You only have to call We understand what you feel. You only have to call us!” us!”

- PrintsPrints- VideosVideos- Outdoor advertisingOutdoor advertising- PressPress

Communication Channels:Communication Channels: - Flyers, posters - Flyers, posters - Outdoor- Outdoor- Information phone lines- Information phone lines- Video rotation Video rotation - Articles (National and regional media) Articles (National and regional media) - Thematic website about the campaignThematic website about the campaign

PosterPoster ««Want to meetWant to meet…»…»

Location:

•Health institutions

•Education institutions

•Consultation rooms

•Public places

FlyerFlyer ««Want to meetWant to meet…»…»

«Partizan marketing»

Locations:

•Public transportation

•Transportation stops, stations

•Pharmacies

•Post offices

Board

Locations:50 boards in Kyiv (roads,

underground stations, railway, bus stations)

Non-standard board and individual boards

Places:Kyiv

Borodyanka (market), Bila Tserkva (2),Brovary – center

Pereyaslav-Khmel’nitsky (center)

PR events

Press conference 15 articles in national media; 60 –Internet media;

30 –regional media; 8 videj spots, 3 –radio spots

VideoVideo ««Pragnant ManPragnant Man……»»

Idea: Campaign has two tasks.

1. 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.

2. To motivate girls to apply for social services.

VideoVideo “Pregnant man“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 KravchukRotation:1st National, «СІТІ», 5 Channel, Channel «24»

Our partners in Kyiv oblast consider the information campaign successful, as 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, 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. 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 The total coverage of young mothers who might consider to leave a child

reached 90%, comparing to 80% in 2007.reached 90%, comparing to 80% in 2007.

SupportersSupporters