UNICEF MNE 2009 ECD Campaign - Vox Populi

UNICEF Montenegro conducted a research on attitudes and practices of Montenegros parents with children up to 6 years old in June 2009. The research was done in a face to face interview at respondents home with a sample size of 1000 primary guardians. Key findings showed that there are 3 main areas on which parents/guardians need to be better informed and influenced in order to improve practices: more active role of fathers in childs upbringing, alternatives to physical punishment and breastfeeding.
Based on the findings of the reserch, UNICEF Montenegro and the Ministry of Health started a 3-month awareness raising campaign "The Early Years - An Opportunity of a Life Time" on August 1, 2009.
A number of sports and music celebrities supported the campaign: basketball player Djuro Ostojic, waterpolo player Milos Scepanovic, singer Andrijana Bozovic, football player Vukasin Poleksic, music bend Pljevaljski tamburasi, UNICEF National Goodwill Ambassador Rambo Amadeus and Ulcinj basketball club. The campaign ended on October 31, 2009 and a new research was conducted among 1,000 Montenegro's parents of children under 6 in November 2009 in order to evaluate the impact of the campaign. These are some of the key findings of the evaluation research conducted immediately after the end of the campaign:
•75% of parents noticed the campaign;
•average grade for the promotional material on the scale 1-5 was 4.7;
•almost 2/3 of parents were stimulated to think seriously about the campaign topics;
•almost every second parent was under the impression that this campaign was addressing him/her directly;
•campaign brought new information to 40% of parents;
•majority of the population (80%) liked this campaign in general.

Category:

Nonprofits & Activism

Tags:

• UNICEF Montenegro
• ECD campaign
• Ministry of Health
• Montenegro
• The Early Years
• Podgorica
• Djuro Ostojic
• Milos Scepanovic
• Andrijana Bozovic
• Vukasin Poleksic
• Pljevaljski tamburasi
• Ulcinj basketball club