"It's about ability" 2013 survey

2013

Table of contents

• Methodology• Awareness of UN Conventions• Knowledge about Paralympic games and Special Olympics games• Interaction with children with disabilities• Inclusion of children with disabilities• Attitudes of citizens towards Day care centers and Collective homes• Visibility of campaign „It’s about abilities“• TV campaign• Key evens realized during the campaign• Campaign image• Social distance towards children with disabilities• Positive changes in attitudes towards children with disabilities• Summary

2

Methodology

Ad hoc face-to-face survey with interviewing performed at respondents’ home

• Data collected on representative sample for population of Montenegro citizens aged 18 and more

• Target population size is 474 655

• Sample size is 1045 (with 132 sampling points)

Sample type is stratified 3-staged probability sample with sampling stages:

Polling station territory – approximately size of 200 HH (PPS with probabilities proportional to size)

Households by random route technique starting from the given addresses (SRSWoR)

Households member with same probability (SRSWoR) – Kish scheme

Stratification is done according to

Type of settlement – urban/rural

3 geo-economical regions

Post stratification is performed regarding: gender, age, type of settlement, geo-economical region

• Fieldwork control is done in 12% of totally interviewed in all strata proportionally to sample size, and logic and consistency control of collected data is performed in 100%

• Data collection is performed from 03rd to 12th December 2012

• 95% confidence interval for incidence of 5% is +/- 1.35%



3

49%51%

22%27% 27%

24%21%

60%

19%

47%

25%

30%

64%

36%

Ma

le

Fe

ma

le

18

-29

30

-44

45

-59

60

+

Ele

me

nta

rysc

ho

ol o

r le

ss

Hig

h s

cho

ol

Hig

he

r sc

ho

ol,

facu

lty o

r m

ore

No

rth

Ce

nta

r

Co

ast

Urb

an

Oth

er

Sex Agee Education Stratum Type of settlem ent

Sample

4

Awareness of UNITED NATIONS CONVENTIONS

Awareness of UNITED NATIONS CONVENTIONS

6Base: Those who have heard of Unicef (2011: 94% of target population; 2012: 95% of target population). Have you heard about United Nations (UN) Convention on the rights of the child?Have you heard about United Nations (UN) Convention on the rights of persons with disabilities?

6778 73 66

78

48 5567

3322 27 34

22

52 4533

August2010.

December2010.

November2011.

December2012.

December2013.

November2011.

December2012.

Decembar2013.

% No, I havenot heard

% Yes, Ihave heard

The United Nations convention (UN) on child rightsThe United Nations convention (UN) on people with disabilities

Statistically significant difference on the level of 0.05 compared to December 2012.

Knowledge about Paralympic games and Special Olympic games

16%

10%

11%

3%

7%

6%

2%

3%

1%

2%

7%

37%

12%

9%

7%

6%

6%

5%

5%

3%

1%

4%

11%

35%Persons / athletes with invalidity

Persons with handicap / athletes

Persons / athletes with disabilities

Persons / athletes with special needs

Children with disabilities

Children with special needs

Persons with disabilities / defects /disorders

Children with invalidity

Paraplegics / paralyzed

Children with handicap

Other answers

Don't know / Refuse to answer

dec.12dec.1372 67

28 33

December2012.

December2013.

%Yes, I've heard

%No, I haven'theard

Knowledge about Paralympic games

8

Base: Those who have heard about Paralympic games (72% of target population)Who participates in Paralympic games?

Have you heard about Paralympic games? Who participates in Paralympic games?

Base: Total target populationHave you heard about Paralympic games?


Knowledge about Paralympic games

9

Base: Those who have heard of Paralympic games (72% of target population)Do you know what year the last Paralympic games were organized? Do you know in which city they were organized?

0%

0%

0%

3%

60%

37%

0%

0%

1%

1%

35%

8%

55%

0%1990

2008

2010

2012

Don't know / Refuse toanswer

Decembar 2012.Decembar 2013.

Do you know what year the last Paralympic games were organized?

1%

46%

30%

5%

66%

53%

London

Other answers

Don't know /refuse toanswer

December 2012.Decembar 2013.

Do you know in which city they were organized?

43% of all MNE citizens

38% of all MNE citizens


20%

24%

79

66

17

411

23

December2012.

December2013.

% No, didn'tparticipate

% Don't know

% Yes,participated

Knowledge about participation of Montenegro on Paralympic games

10

Base: Those who have heard of Paralympic games (72% of target population)

Did Montenegro participate on the last Paralympic games?

Have you noticed on TV, read in newspaper or on Internet any news about results of our athletes in the

last Paralympic games?

Base: Those who have heard of Paralympic games and know that Montenegro participated in the last Paralympic games (57% of target population)

(57% of all Montenegro citizens)

(44 of all Montenegro citizens)

6962

1

3038

December2012.

December2013.

% No

% Don't know /don't remember

% Yes




Knowledge about Special Olympic games

11

Base: Those who have heard of Special Olympic games (22% of target population)Who participates in Special Olympic games?

7%

7%

9%

12%

10%

12%

4%

1%

1%

2%

2%

20%

18%

10%

9%

7%

6%

5%

5%

5%

3%

1%

0%

9%

26%

16%Persons / athletes with invalidity


Children with disabilities

Persons with handicap / athletes

Persons / athletes with special needs

Persons with intellectual / psychologicaldisturbances

Persons / athletes with disabilities

Persons with disabilities / defects /disorders

Children with intellectual / psychologicaldisturbances

Children with invalidity

Paraplegics / paralyzed

Other answers

Don't know / refuse to answer

dec.12dec.13

Have you heard about Special Olympic games? Who participates in Special Olympic games?

Base: Total target populationHave you heard about Special Olympic games?

22 20

78 80

December2012.

December2013.

% No, I haven'theard

% Yes, I'veheard

Knowledge about Special Olympic games

12

Base: Those who have heard of Special Olympic games (22% of target population)Do you know what year the last Special Olympic games were organized? Do you know in which city they were organized?

0%

1%

8%

24%

68%

1%

0%

0%

1%

0%

6%

10%

6%

77%

1970

1995

2010

2012

Don't know / refuse toanswer

December 2012.December 2013.

Do you know what year the last Special Olympic games were organized?

9%

4%

68%

11%

4%

6%

79%

19%London

Athens

Other answers

Don't know /refuse toanswer

Do you know in which city they were organized?

1.7%

4049

4337

17 14

December2012.

December2013.

% No, didn'tparticipated

% Don’t know /refuse toanswer

% Yes,participated

Knowledge about participation of Montenegro on Special Olympic games

13

Base: Those who have heard of Special Olympic games (22% of target population)

Did Montenegro participate on the last Special Olympic games?

Have you noticed on TV, read in newspaper or on Internet any news about results of our athletes in the

last Special Olympic games?

Base: Those who have heard of Special Olympic games and know that Montenegro participated in the last Special Olympic games (9% of target population)

55 50

5

4050

December2012.

December2013.

% No

% Don’t know /refuse toanswer

% Yes





Would you enroll your child in a local sports club where children with and without disability engage in sports and socialize?

14

Base: Total target population! Would you enroll your child in a local sports club where children with and without disability engage in sports and socialize?

66 72

19 13

15 15

December 2012. December 2013.

% No

% Don’t know

% Yes

Statistically significant difference on the level of 0.05 compared to december 2012.

Knowledge about Paralympic and Special Olympic games

67% of Montenegrin citizens claim to have heard about Paralympic Games – 5 percentage points less than in December last year.

Observed in general, in comparison with the last year citizens of Montenegro show significantly lesser knowledge about Paralympic Games – all measured parameters are on significantly lower level in comparison with the last year.

When it comes to Special Olympic Games, the observed differences in comparison with the last research wave are not significant.

15

Interaction with children

with disabilities

23%

17%

12%

10%

7%

6%

3%

3%

3%

2%

20%

27%

4%

9%

19%

2%

0%

1%

6%

2%

19%

24%

12%

3%

20%

0%

1%

1%

5%

2%

13%

28%

12%

7%

24%

1%

3%

2%

14%

31%

13%

3%

20%

1%

4%

1%

2%

Handicapped children


Children with disability

Sick children

Children with developmentaldifficulties

Poor, pathetic, unhappy

Childrenm just like any other,there is no difference

Children with defect

Children with retardeddevelopment

Retarded children

August 2010 December 2010November 2011December 2012December 2013.

A term most commonly used when it comes to children with disabilities - spontaneous responses

17

Multiple-choice; Base: Those who have heard of UNICEF (2011: 94% of target population; 2012: 95% of target population)Can you tell me which expression do you personally use most frequently for children whose physical, mental or sensory abilities are below average abilities of children in their age? How would you call this group of children?

Statistically significant difference on the level of 0.05 compared to August 2010. Statistically significant difference on the level of 0.05 compared to November 2011.

Do you know any child with disabilities, or someone (relative, friend, acquaintance, etc..) whose child has problems of this kind?

18

Base: Total target populationDo you know any child with disabilities, or someone (relative, friend, acquaintance, etc..) whose child has problems of this kind?

68

68

68

68

66

32

32

33

32

34

August 2010.

December 2010.

November 2011.

December 2012.

December 2013.

% Yes % No

How often do you have contacts with children with disabilities?

19Base: Total target populationHow often do you have contacts with children with disabilities?

13%

5%

4%

11%

8%

10%

11%

11%

14%

10%

4%

8%

11%

5%

14%

8%

8%

8%

8%

12%

20%

0%

17%

10%

5%

15%

13%

12%

8%

9%

6%

4%

13%

9%

6%

18%

12%

10%

10%

7%

10%

4%

15%

14%

8%

14%

10%

11%

9%

10%

7%

3%

Daily

Several times a week

Once a week

Several times a month

Once a month

Once in 2-3 months

Once I 6 months

Once a year

Less then once a year

I don’t have any contact with children with disability

DK -Ref

August 2010.

December 2010.

November 2011.

December 2012.

December 2013.

39

21

38

20

42

27

Have you ever socialized with any child / person withdisabilities?

Has your child ever socialized with any child / personwith disabilities?

% Yes - November 2011. % Yes - December 2012. % Yes - Decembar 2013.

Socializing with children with disabilities

20

Base: Total target populationHave you ever socialized with any child / person with disabilities?Has your child ever socialized with any child / person with disabilities?

Statistically significant difference on the level of 0.05 compared to August 2010. . Statistically significant difference on the level of 0.05 compared to November 2011

All things considered, how well are you informed about the children with disabilities?

21Base: Total target populationAll things considered, how well are you informed about the children with disabilities??

7%

38%

44%

43%

12%

9%

3%

9%

32%

40%

45%

14%

11%

3%

8%

27%

35%

47%

16%

11%

5%

9%

34%

43%

45%

11%

8%

3%

5%

29%

34%

44%

22%

16%

7%

I don’t know anythingabout children with

disabilities

I know very little aboutchildren with disabilities

Sum -

I know something aboutchildren with disabilities

Sum +

I know a lot about childrenwith disabilities

I know very much aboutchildren with disabilities

Avgust 2010.

Decembar 2010.

Novembar 2011.

Decembar 2012.

Decembar 2013


Statistically significant difference on the level of 0.05 compared to August 2010.

In your opinion, among children aged up to 18 years, what percentage are the children with disabilities?

22Base: Total target populationIn your opinion, among children aged up to 18 years, what percentage are the children with disabilities?

18%

16%

18%

13%

6%

30%

20%

19%

25%

14%

6%

17%

23%

23%

18%

11%

5%

20%

27%

22%

23%

12%

4%

13%

23%

20%

24%

14%

4%

15%

Up to 3%

3.1-5%

5.1-10%

10.1-20%

Over 20%

Don’t know/Refusal

August 2010.

December 2010.

November 2011.

December 2012.

December 2013.

Statistically significant difference on the level of 0.05 compared to August 2010Statistically significant difference on the level of 0.05 compared to december 2012.

Do you think it is possible for a child with disabilities to become a famous artist, businessman, successful politician or statesman in Montenegro one day?

23

Base: Total target populationDo you think it is possible for a child with disabilities to become a famous artist, businessman, successful politician or statesman in Montenegro one day?

77

62

75

14

25

19

November 2011.

December 2012.

December 2013.

% Yes, it is possible % DK - REF % No, it is not possible


Interaction with children with disabilities

Similar to previous waves, two thirds of the citizens (66%) know some child with disability or parent of child with such or similar problems – no differences were recorded between 1st 2nd 3rd 4th and 5th wave. The differences also were not registered when it comes to percentage of the citizens who socialized with children with disabilities or those who state that their children socialized with such children.

However, in comparison with the last wave, this wave records somewhat higher percentage of the citizens (mainly those who have noticed the UNICEF campaign and those with university education) who claim to be informed about children with disabilities.

In comparison with the period before the campaign “It’s about ability” percentage of the citizens who think that in population of children up to 18 years of age there are up to 10% of children with disabilities has increased significantly. Also, this wave records a significant decrease of the citizens who are not able to assess the percentage of children with disabilities (from 30% in 2010 to 15% in 2012). In comparison with the last year, this wave doesn’t record significant differences.

75% of the citizens of Montenegro think that child with disabilities could become a famous artist, businessman, successful politician or statesman in Montenegro one day, which is increase of 13% in comparison with the wave conducted in December 2012.

24

Inclusion of children with disabilities

8

13

2

3

90

84

The state and societyshould do everything intheir power to ensure

equal opportunities andchances for children withdisabilities, regardless of

the costs.

Children with disabilitiesare equally valuable

members of society, aswell as all other citizens.

% Majority would disagree % Don't know % Majority would agree

When it comes to people like you (persons you work with, your neighbors...), what would majority of them think about the following statement .

26Baza: Ukupna ciljna populacija

2

3

3

5

95

92

The state and societyshould do everything intheir power to ensure

equal opportunities andchances for children withdisabilities, regardless of

the costs.

Children with disabilitiesare equally valuable

members of society, aswell as all other citizens.

% I do not agree % Indecisive % I don’t know % I agree

The attitude of society towards children with disabilities

27

Base: Total target populationOn a scale of 1 to 5, where 1 means strongly disagree and 5 fully agree, evaluate the degree of agreement with each of the read statement

4

1

2

1

2

4

4

4

9

3

92

95

94

90

95

August 2010.

December 2010.

November 2011.

December 2012.

December 2013.

% I don’t agree % Indecisive % I don’t know % I agree

The state and society should do everything in their power to ensure equal opportunities and chances for children with disabilities, regardless of the costs.

28

Base: Total target populationOn a scale of 1 to 5, where 1 means strongly disagree and 5 fully agree, evaluate the degree of agreement with each of the read statement.


Children with disabilities are equally valuable members of society, as well as all other citizens.

29


11

4

1

2

3

16

12

6

8

5

74

84

92

90

92

August 2010.

December 2010.

November 2011.

December 2012.

December 2013.

% I don’t agree % Indecesive % I don’t know % I agreeStatistically significant difference on the level of 0.05 compared to August 2010.

Which of the following statements is closer to your own views?

30Base: Total target populationWhich of the following statements is closest to your views?

15

21

18

19

26

80

71

78

69

71

5

7

3

9

9

August 2010.

December 2010.

November 2011.

December 2012.

December 2013.

% By providing professional assistance and through special relation of society and institutions, it is possible to FULLY enable achild with disabilities for life in society% I don’t know / refusal

% By providing professional assistance and through special relation of society and institutions, it is possible to SOMEWHATenable a child with disabilities for life in society% Regardless of professional assistance and special relationship of state and society, it is not possible TO MAKE ANYSIGNIFICANT PROGRESS in enabling the children with disabilities for life in society.

Statistically significant difference on the level of 0.05 compared to august 2010.


The attitude towards inclusive education

31


12

12

28

30

16

16

30

35

71

71

39

32

It's good that children withdisabilities attend regular schools,

because in this way, social skills andtolerance of other children are

developed

If children with disabilities attendclasses in regular schools, it has

positive influence on theirdevelopment.

For the development of the childrenwith disabilities it is much better toattend a specialized institution foreducation, than to go to regular

schools.

If children with disabilities attendclasses in regular schools, this results

in the fact that teachers pay toomuch attention to them, and other

children are deprived a little bit.

% I don’t agree % I don’t know % Indecisive % I agree

Please evaluate to what extent you agree with each of the statements - I agree ( 4 + 5 )

32


59%

57%

50%

41%

64%

64%

45%

41%

66%

66%

42%

34%

67%

71%

37%

32%

71%

71%

39%

32%

It's good that children with disabilitiesattend regular schools, because in this

way, social skills and tolerance ofother children are developed

If children with disabilities attendclasses in regular schools, it has

positive influence on theirdevelopment.

For the development of the childrenwith disabilities it is much better toattend a specialized institution foreducation, than to go to regular

schools

If children with disabilities attendclasses in regular schools, this results

in the fact that teachers pay toomuch attention to them, and other

children are deprived a little bit.

August 2010.December 2010.November 2011.December 2012.December 2013.

Please evaluate to what extent you agree with each of the statements – I don’t agree ( 1 + 2 )

33


24%

23%

18%

18%

24%

27%

14%

14%

26%

19%

12%

10%

25%

26%

10%

11%

30%

28%

12%

12%

If children with disabilities attend classesin regular schools, this results in the factthat teachers pay too much attention tothem, and other children are deprived a

little bit.

For the development of the childrenwith disabilities it is much better toattend a specialized institution for

education, than to go to regular schools.

If children with disabilities attend classesin regular schools, it has positiveinfluence on their development.

It's good that children with disabilitiesattend regular schools, because in thisway, social skills and tolerance of other

children are developed

August 2010. December 2010.November 2011. December 2012. December 2013.

34Base: Total target population.

37%

47%

5%

10%

I believe that there are a lot ofparents who hide their

children with disabilities athome in the place where I live

I believe that there are suchparents, but not a lot of them

I believe that, in the placewhere I live, there are no

parents who hide theirchildren withy disabilities at

home

DK-REF

Do you think that in the place where you live there are some parents who hide their children

with disabilities at home?

37%

52%

5%

7%

I believe that, in the placewhere I live, there are a lot of

people who believe thatchildren with disabilities

should be hidden at home

I believe that there are suchpeople, but not a lot of

I believe that, in the placewhere I live, there are nopeople who believe thatchildren with disabilitiesshould be hidden at home

DK-REF

In your opinion what is the attitude of people from your place of living on whether the parents of children with disabilities should hide them at

home?

Observed in general, to what extent does the attitude of environment influence whether the parents of children with disabilities should hide them at home or not?

35

Base: Total target populationObserved in general, to what extent does the attitude of environment influence whether the parents of children with disabilities should hide them at home or not?

30.5

5.1

26.5

37.9

It has no influence at all

It has a minor influence

It has a strong influence

DK-REF

Please evaluate to what extent you agree with each of the statements?

36


8

39

40

18

22

31

73

38

28

If a child with disabilities is leftwithout parental care, it is

better to put it in a sustainerfamily than in a home.

For children with disabilities itis better to stay in special

institutions, than to live in theirfamilies, because these

institutions have experts whoare specially trained to work

with them

In families where a child withdisabilities is growing up, otherchildren are usually neglected.

% I don’t agree % I don’t know % Indecisive % I agree

Please evaluate to what extent you agree with each of the statements - I agree ( 4 + 5 )

37

51%

46%

43%

52%

40%

40%

53%

35%

33%

58%

36%

39%

73%

38%

28%

If a child with disabilities is leftwithout parental care, it is

better to put it in a sustainerfamily than in a home

For children with disabilities it isbetter to stay in special

institutions, than to live in theirfamilies, because these

institutions have experts whoare

In families where a child withdisabilities is growing up, otherchildren are usually neglected

August 2010.December 2010.November 2011.December 2012.December 2013.


Please evaluate to what extent you agree with each of the statements – I don’t agree ( 1 + 2 )

38

29%

22%

18%

34%

31%

14%

38%

28%

15%

39%

25%

9%

39%

40%

8%

For children with disabilities it isbetter to stay in special

institutions, than to live in theirfamilies, because these institutions

have experts who are speciallytrained to work with them

In families where a child withdisabilities is growing up, otherchildren are usually neglected

If a child with disabilities is leftwithout parental care, it is better toput it in a sustainer family than in a

home

August 2010.

December 2010.

November 2011. December 2012.

December 2013.


In your opinion, should the state provide financial support for families of children with disabilities?

39

97

89

93

94

95

3

8

5

4

1

4

2

2

5

August 2010.

December 2010.

November 2011.

December 2012.

December 2013.

% Yes % I don’t know / Refusal % no

Base: Total target populationIn your opinion, should the state provide financial support for families of children with disabilities??

Statistically significant difference on the level of 0.05 compared to August 2010.

Rights of children in Montenegro

40

40

43

47

48

47

51

44

41

41

40

13

12

11

12

10August 2010.

December 2010.

November 2011.

December 2012.

December 2013.

%The rights of children with disabilities are respected to a lesser extent than the rights of other childrenare% I don’t know / Refusal

% The rights of children with disabilities are respected equally as the rights of other children are

% The rights of children with disabilities are respected to a greater extent than the rights of other childrenare

Base: Total target populationIn your opinion, are the rights of children with disabilities are respected more, the same or less than the rights of other children?

Statistically significant difference on the level of 0.05 compared to august 2010.

Inclusion of children with disabilities

95% of the citizens of Montenegro think that the state and society should do everything in their power to ensure equal opportunities and chances for children with disabilities. This exceeds by 5 percentage points the results of the previous wave, which is statistically significant on the level of 0.05. The difference is also significant in comparison with the beginning of campaign.

In comparison with the previous wave percentage of the citizens who think that children with disabilities are equally valuable members of society, as well as all other citizens has not changed significantly, but in comparison with the period preceding the campaign „It’s about Ability“ an increase of 18 percentage points was recorded , which is statistically significant on the level of 0.05 (this opinion is now shared by 92% of the citizens, while in 2010 it was shared by 74% of the citizens).

This wave registers significant increase of the citizens who think that By providing professional assistance and through special relation of society and institutions, it is possible to FULLY enable a child with disabilities for life in society; 26% of the citizens currently share this opinion , while last year this opinion was shared by 19% of the citizens.

In comparison with the last wave (December 2012.) no significant differences were found in the attitudes of the citizens about inclusion of children with disabilities into the system of regular schools in Montenegro. The achieved level of change relative to beginning of Campaign has remained unchanged. 4

1

ATTITUDES OF THE CITIZENS TOWARDS DAY CARE CENTERS

AND COLLECTIVE HOMES

Do you know what Day care centers for children with disabilities are?

43Base: Total target populationDo you know what Day care centers for children with disabilities are?

57

57

61

41

42

39

November 2011.

December 2012.

December 2013.

% Yes % I don’t know /Refusal % No

44

In day care centers, children with disabilities daily participate in various educational and creative activities

which stimulate their development, and they are organized by professionals of various profiles.

Children stay in day care centers for several hours a day, which allows their parents to be employed or to do some

household chores during that time. In this way help is extended to parents of children with disabilities, and

separation of these children from their families is prevented

By creating a network of day care centers, which will cover every municipality in Montenegro, separation of children

with disabilities from their families will be prevented, and number of institutionalized children will be reduced.

Day care centers for children with disabilities

Do you believe that majority of people from your close environment would oppose opening a Day Center for children with disabilities in your neighborhood?

45

Base: Total target populationDo you believe that majority of people from your close environment would oppose opening a Day Center for children with disabilities in your neighborhood?

92

17

Yes, majority wouldoppose

Don't know

No, majority wouldn'toppose

And would you personally have something against opening a Day center for children with disabilities in your neighborhood?

46

3

5

3

94

93

94

November 2011.

December 2012.

December 2013.

% Yes % I don’t know / Refusal % No

Base: Total target populationAnd would you personally have something against opening Day center for children with disabilities in your neighborhood?

Do you know what small group homes for children with disabilities are?

47

34

33

36

66

66

64

November 2011.

December 2012.

December 2013.


Base: Total target populationDo you know what collective homes for children with disabilities are?

48

Small group homes imitate the family environment and they represent an alternative for children who are

institutionalized, but not a replacement for the right of every child to live in a family.

Therefore, small group homes are temporary accommodation until conditions arise to return the child to his/her biological family; to find a foster family for the

child; to adopt the child or prepare him for an independent life.

In one small group home, a maximum of five children are accommodated, together with experts who give them love and professional help for proper growth and development in the atmosphere which imitates the family environment.

Small group homes for children with disabilities

Do you believe that majority of people from your close environment would oppose opening of a small group home for children with disabilities in your neighborhood?

49

Base: Total target populationDo you believe that majority of people from your close environment would oppose opening of a collective home for children with disabilities in your neighborhood?

90.9

2.56.6

Yes, majority wouldoppose

Don't know

No, majority wouldn'toppose

Would you personally mind if a small group home for children with disabilities were opened in your immediate neighborhood?

50

3

7

2

96

93

96

November 2011.

December 2012.

December 2013.


Base: Total target populationWould you personally mind if a small collective home for children with disabilities were opened in your immediate neighborhood?

Statistically significant difference on the level of 0.05 compared to November 2011. .

51

VISIBILITY AND ASSESSMENT OF THE CAMPAIGN „IT’S ABOUT ABILITY“

Have you noticed in the past months, any campaigns concerning children with disabilities, either on TV, radio, newspapers or billboards, through promotion by celebrities or interviews?

52

Base: Total target populationHave you noticed in the past months, any campaigns concerning children with disabilities, either on TV, radio, newspapers or billboards, through promotion by celebrities or interviews?

55

58

58

45

42

42

November 2011.

December 2012.

December 2013.

% Yes % oe

Do you remember who the initiator was / who were the initiators of this campaign?

53

59%

19%

8%

7%

4%

29%

60%

24%

7%

6%

6%

27%

45%

11%

7%

3%

12%

37%

UNICEF

Government of Montenegro

Association of parents ofchildren with disabilities

European Union

NGO

I don’t know / Refusal

November 2011.

December 2012.

December 2013.

Multiple response; Base: Respondents who noticed some campaigns related to children with disabilities in the recent months , either on TV, on the radio, in newspapers, on billboards, through promotions of celebrities or in interviews (2011: 55% of target population, 2012,2013: 58% of target population) Do you remember who the initiator was / who were the initiators of this campaign?

UNICEF, Government of Montenegro, EU delegation and Associations of parents of children with disabilities had a campaign in the past 3 months about children with disabilities „It's about Ability“. Have you noticed this UNICEF campaign?

54

62

73

61

38

26

39

November 2011.

December 2012.

December 2013.

% Yes % No

Base: Total target populationUnicef, Government of Montenegro, EU delegation and Associations of parents of children with disabilities had a campaign in the past 3 months about children with disabilities „It's about ability“. Have you noticed this UNICEF campaign?


In which media or places have you seen or heard about this campaign?

55

Multiple response; Base: those who heard any of the messages (2011: 65% of target population; 2012: 73% of target population ; 2013: 61% of target population)In which media or places have you seen or heard about this campaign?

78%

48%

26%

20%

12%

12%

1%

1%

81%

28%

40%

18%

43%

6%

4%

2%

0%

3%

1%

72%

58%

31%

10%

6%

2%

1%

5%

TVC (spot)

Billboards and street posters

Newspaper AD

TV program (news, contributions and special shows)

Newspaper article

Radio program (news, contributions and special shows)

Cinema ``Ster Cinema`` in Podgorica

Music video

At an event in locan comunity - event in school

UNICEF Facebook page

UNICEF website

Online web portals

Other

I don’t know/Refusal

November 2011.December 2012.December 2013.


Visibility of the campaign „It’s about Ability“

When asked whether they noticed any campaign related to children with disability in the past 3 months, 58% of total population gave an affirmative answer – same as in the previous wave. The campaign was noticed less by citizens older than 65 and those with only primary education, as well as those who live in the north of the country. 45% of these citizens spontaneously mention that Unicef is the initiator of the campaign (15 percentage points less than in the previous wave). Observed at the level of total population, it’s 26%.

When prompted and asked whether they have seen the campaign of Unicef, Government of Montenegro, EU Delegation and Association of children with disability registered is SIGNIFICANTLY LOWER percentage of citizens who answer affirmatively, or 12 percentage points less than in the previous wave.

56

TV CAMPAIGN

TV campaign

58

Base: Respondents who noticed the ad(2011: 55% of target population; 2012: 67% of target population; 2013: 40% of target population)

40

6755

60

3345

December2013.

December2012.

November2011.

% No

% Yes

Have you noticed the TVC, animation within the campaign initiated by Unicef, with a boy on crutches coming out of isolation to play football with his friends in the playground. The message is read by ANĐELA BULATOVIĆ, a member of Montenegro women's national handball team and winner of silver medal in the Olympic

Games and a European champion. In this clip, she is inviting citizens to support children with disability to grow up in a family,

to go to school and play with peers.

What is your general impression about this TVC?

Base: Total target population

0%

1%

1%

17%

83%

41%

41%

0%

0%

0%

16%

84%

37%

47%

2%

2%

13%

85%

45%

40%

Very bad

Mainly bad

Sum -

Niether good nor bad

Sum +

Mainly good

Very good

November 2011.

December 2012.

December 2013.


Why do you think so? Which factor in this TVC had the strongest impact on making such a good impression on you?

59

4%

9%

3%

5%

8%

21%

10%

17%

2%

3%

14%

10%

8%

3%

2%

19%

22%

12%

5%

8%

3%

6%

21%

12%

12%

12%

7%

7%

6%

6%

5%

5%

2%

8%

11%

Drawing attention/ engagement of the society

Inclusion of children in the society/ equality in the society

Assistance/ attention/ care for these children

Persuasive, realistic, educational Message

The girl/ children who participate in the campaign

Children’s abilities/ a way to prove their abilities

Courage, strength, energy of children

Positive impression, well designed

Athletes/ characters in the ad

Promotes love, humanity, accepting

It’s touching/ pity

Other answers

Don't know / Refusal

November 2011.

December 2012.

December 2013.

Multiple responses; Base: if general impression of this TVC was good (2013: 34% of target population)Why do you think so? Which factor in this TVC had the strongest impact on making such a good impression on you?

TV campaign

This year’s TVC within the campaign initiated by Unicef was noticed by significantly lower percentage of citizens (40%) than last year (27 percentage points less). Citizens generally have positive attitude towards this TVC - 85% of those who have seen it, perceive it positively in general. The TVC makes a positive impression primarily because it speaks of drawing attention and of engagement of the society (21%).

60

Key events realized during the

campaign

Awareness of the campaign events

62

Base: Total target populationThe famous British Paralympic athlete, gold medal winner, Peter Norfolk made a two-day visit to Montenegro in June 2013. He talked to children in the Day Care Center in Nikšić and in the Resource Center in Podgorica about his life and athletic career, about will and persistence. Have you heard of this event, have you seen any news on TV or read something in newspapers?What is your general impression of this event? Please rate on the scale from 1 to 5, where 1 means very bad impression, and 5 means very good impression.

Yes17%

No83%

1%

1%

9%

89%

37%

52%

1%Very bad

Mostly bad

Bad (1+2)

Niether bad norgood

Good (4+5)

Mostly good

Very good

The famous British Paralympic athlete, gold medal winner, Peter Norfolk made a two-day visit to Montenegro in June 2013. He talked to children in the Day Care Center in Nikšić and in the Resource Center in Podgorica about his life and athletic career, about will and persistence. Have you heard

of this event, have you seen any news on TV or read something in newspapers?

What is your general impression of this event?

Campaign image

Generally, how much of your attention do you think this recent Unicef campaign „It’s about ability“ that referred to children with disabilities drew?

64

Base: respondents who noticed the campaign „It's about ability“(2011: 82% of target population; 2012: 79% of target population; 2013: 68% of target population)Generally, how much of your attention do you think this recent Unicef campaign „It’s about ability“ that referred to children with disabilities drew?

22%

41%

63%

25%

12%

9%

2%

15%

41%

56%

24%

19%

12%

6%

21%

50%

71%

21%

8%

6%

2%

It drew my attentiongreatly

It mainly drew myattention

Sum +

It neither drew myattention nor not

Sum -

It mainly didn't draw myattention

It didn't draw myattention at all

November 2011.

December 2012.

December 2013.

Statistički značajna razlika na nivou 0.05 u odnosu na decembar 2012.

How did you like this campaign in general?

65

31%

45%

20%

4%

3%

1%

24%

46%

70%

21%

7%

5%

2%

29%

49%

78%

19%

4%

3%

1%

76%

I liked it very much

I mainly liked it

Sum +

I neither liked it nor not

Sum -

I mainly didn't like it

I didn't like it at all

Nobember 2011.December 2012.December 2013.

Base: respondents who noticed the campaign „It's about ability“( 2011: 82% of target population; 2012: 79% of target population; 2013: 68% of target population)How did you like this campaign in general?


Did you find out anything new during the campaign, which you not thought about or that you did not know when it comes to children with disabilities and their involvement in the community?

66

16%

38%

54%

13%

33%

7%

26%

11%

38%

49%

12%

37%

9%

28%

10%

47%

57%

11%

32%

9%

23%

I found out many newthings

I found out some newthings

Sum +

I neither found out nornot any new things

Sum -

I mainly didn't find outanything new

I didn't find out anythingnew

November 2011.

December 2012.

December 2013.Base: respondents who noticed the campaign „It's about ability“( 2011: 82% of target population; 2012: 79% of target population; 2013: 68% of target population)Did you find out anything new during the campaign, which you not thought about or that you did not know when it comes to children with disabilities and their involvement in the community?


What new information have you found out in this campaign?

67

25%

20%

14%

24%

30%

14%

19%

36%

27%

9%

10%

8%

11%

1%

2%

5%

31%

24%

19%

37%

37%

26%

15%

19%

17%

10%

9%

6%

9%

8%

34%

33%

31%

31%

31%

29%

27%

25%

22%

17%

14%

13%

12%

1%

4%

That they should be approached and treated like all otherchildren.

That they can attend regular schools.

That they should be enabled to live in a family and not in aninstitution.

That they can be successful artists, athletes, journalists etc.

I found out that children with disabilities can progress/learn.

That they can be good friends with children without disabilities

That it is a responsibility of the society to enable them to live infamilies

I found out about small group homes

found out about daycare centers for children with disabilities

I found out that it is best for children with disabilities to grow in afamily

found out how to help children with disabilities

I found out about negative consequences of children staying ininstitutions on their development.

I found out about benefits of socializing with children with andwithout disabilities

Other

Nothing/ Already knew everything


November 2011.

December 2012.

December 2013.Multiple response; Base: respondents who find out anything new during the campaign (2011: 61% of target population; 2012: 57% of target population; 2013: 39% of target population) What new information have you found out in this campaign? ?


In general, how extensively do you think this Unicef campaign influenced the people around you to seriously think about children with disability and about the attitude of the society towards them?

68

Base: Those who have seen the Unicef campaign “It’s about ability“(2013: 68% of target population)In general, how extensively do you think this Unicef campaign influenced the people around you to seriously think about children with disability and about the attitude of the society towards them?

10%

46%

55%

32%

13%

9%

4%

It influenced a great deal

It mainly influenced

Sum +

It neither influenced nornot

Sum -

It mainly didn't influence

It didn't influence at all

In general, to what extent did this UNICEF campaign influence you to seriously think about children with disabilities and attitude of the society towards them?

69

20%

38%

59%

29%

11%

6%

5%

1%

10%

30%

40%

32%

25%

13%

13%

2%

16%

45%

61%

30%

9%

6%

4%

It influenced a great deal

It mainly influenced

Sum +

It neither influenced or not

Sum -

It mainly didn't influence

It didn't influence at all

I don`t know / Refusal

Novembar 2011.

Decembar 2012.

Decembar 2013.Base: respondents who noticed the campaign „It's about ability“( 2011: 82% of target population; 2012: 79% of target population; 2013: 68% of target population)In general, to what extent did this UNICEF campaign influence you to seriously think about children with disabilities and attitude of the society towards them?


Did this campaign make you change any of your attitudes towards children with disabilities?

70

56

58

63

22

21

18

3

0

22

19

20

1November 2011.

December 2012.

December 2013.

Not at all, since everything that I saw in this campaign coincides with my opinion aboutproper attitudes towards children with disabilities

% Not at all, my attitudes are somewhat different, but I don't think I should change them

% I don’t know / Refusal

% It made me change some of my attitudes

Base: those who noticed UNICEF campaign „It’s about ability“ (2011: 82% of target population; 2012: 79% of target population; 2013: 68% of target population)Did this campaign make you change any of your attitudes towards children with disabilities?

33%

20%

30%

34%

17%

24%

2%

30%

31%

37%

33%

22%

22%

4%

52%

43%

40%

34%

26%

18%

I am more convinced that it is possible to provide quality lifefor children with disabilities in our society

I observe children with disabilities more like all other children

Children with disabilities are less of a mystery to me - Iunderstand them better now

Among children with disabilities, now I see potential futureartists and successful/prominent members of our society

I am less afraid of contact with children withdisabilities/persons with disabilities

I don't mind spending time with children with disabilities anymore, at school, on the playground etc.

I don’t know/RefusalNovember 2011.December 2012.December 2013.

Can you please tell me which attitudes you changed?

71

Multiple answers; Base: those who changed their attitudes (2011: 22% of target population; 2012: 19% of target population 2013: 13% of target population)Can you please tell me which attitudes you changed?

Has this campaign influenced any change of your behavior regarding children with disabilities?

72

23

25

26

77

74

74

November 2011.

December 2012.

December 2013.

% Yes % No

Base: those who noticed UNICEF campaign „It’s about ability“ (2011: 82% of target population; 2012: 79% of target population; 2013: 68% of target population)Has this campaign influenced any change of your behavior regarding children with disabilities?

What behavior/s have you changed?

73

Multiple answers; Base: those who changed their behavior (2011: 23% of target population; 2012: 25% of target population; 2013: 13% of target population)What behavior/s have you changed?

53%

40%

15%

15%

13%

9%

2%

58%

41%

19%

14%

12%

14%

0%

60%

38%

15%

21%

15%

15%

2%

I feel less uncomfortable when I see a child withdisability/person with disability

I communicate more easily with children with disabilities /persons with disabilities

I started to stimulate/support volunteer support to daycarecenters and associations of parents of children with disabilities

I started to stimulate/support donations for inclusive educationand support to families with children with disabilities

I socialize/communicate more with children with disabilities /persons with disabilities

I started to stimulate socializing with children with disabilities


November 2011.December 2012.December 2013.

Social distance from children with disability

Regarding the CHILDREN WITH DISABILITIES, which of the following types of relationship do you believe would be acceptable for people like you (persons you work with, your neighbors...).

75

Base: Total target populationRegarding the CHILDREN WITH DISABILITIES, which of the following types of relationship do you believe would be acceptable for people like you (persons you work with, your neighbors...).

89%

81%

70%

63%

41%

6%

3%

2%

He lives in the same settlement / street with yourchild

Goes to the same school / kindergarten / nurseryschool with your child?

Goes to the same department / group with yourchild

Socializes / plays with your child

Best friend with your child

In the older age in emotional relationship with yourchild

In the adult age marries with your child

None

December 2013.

88%

71%

61%

57%

33%

6%

3%

4%

1%

91%

86%

80%

75%

51%

10%

6%

1%

He lives in the same settlement / street with yourchild

Goes to the same school / kindergarten / nurseryschool with your child?

Goes to the same department / group with yourchild

Socializes / plays with your child

Best friend with your child

In the older age in emotional relationship with yourchild

In the adult age marries with your child

None

I don’t know\Refusal

December 2012.

December 2013.

Thinking of children with disability, please tell me which of the following relationships are acceptable for you.

76

Base: Total target populationThinking of children with disabilities, please tell me which of the following relationships are acceptable for you. Please list all relationships that are acceptable for you.


Social distance from children with disability

Compared with the previous research wave, social distance from children with disability is decreased on all observed categories.

This wave shows no significant demographic differences in terms of social distance from children with disability.

77

Positive changes in

attitudes towards

children with

disabilities

Positive changes in attitudes towards children with disabilities

79

% of citizens convinced that children with disabilities are better off in special

institutions than with their families

% of citizens who find it unacceptable that a child with disability goes to the

same class with their child

% of citizens who find it unacceptable that a child with disability is the best

friend of their child

% of citizens who think that a children with disabilities are equaly valuable

members of society

0

10

20

30

40

50

60

70

80

90

100

46

64

77 74

40

54

67

84

35

52

65

92

36 39

67

89.6

38

20

49

84

August 2010.

December 2010.

November 2011.

December 2012.

December 2013.

SUMMARY

• This wave reveals substantially less extensive visibility of the campaign relative to the previous research waves.

• There is a possibility that the campaign „It’s about ability“ was seen by lower percentage of citizens than registered in this research, but echo of other campaigns, such as the campaign on foster parenting, kept the recorded visibility still rather high. This synergy of campaigns is perhaps best illustrated by the fact that the percentage of citizens who agree that child with disability who has no parental care would be better off in a foster family than in a home, has grown for 15% compared with the previous wave.

• However, lower campaign intensity hasn’t provoked negative change of citizens’ attitude towards children with disability. On the contrary, the key indicators have either stayed at the same level or they suggest substantial improvement.

• Citizens of Montenegro evaluate attitudes of the people around them towards children with disability somewhat more negatively than their own.

It is obvious that citizens who have noticed the campaign „It's about ability“ know more about children with disability, and that those who have no contact with children with disability are less likely to have positive attitude towards them.

It is therefore necessary to encourage activities aimed at contacts of general population, and especially children, with children with disability.

Influence

81

43

31

24

16

14%

38%

53%

68%

31

24

16

43

Citizens of Montenegrowho changed their behavior towards

children with disabilities

Citizens of Montenegrowho found out

something new in thecampaign

Citizens of Montenegrowho liked campaign

Citizens of Montenegrowho saw campaign

78%

57%

20%

% relative to the population that has seen at least a part of the campaign

82

Ipsos Strategic Marketing

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