The disability movement and advocacy campaign on Human Rights UNICEF Montenegro Behaviour Change Campaign Promoting Inclusion of Children with Disability Presentation by Jelena Perovic, UNICEF Montenegro Communication Officer for the conference on "Human Rights of Persons with Disabilities in the Balkans and Turkey“ in Istanbul, October 9-11, 2013

How to prepare a campaign to promote human rights/inclusion? ListeningPlanningPretestingImplementingMonitoringRevising KAP survey; focus groups/interviews Communication strategy Design and pretesting of promotional materials Media clipping analysis KAP evaluation survey Source: Andreasen, A. (2006) Social Marketing in the 21 st Century. London: Sage Publications.

One of the most common causes of failure in campaigns is not paying enough attention to the “listening” stage.

Phase 1: Listening to the audience – social research (knowledge, attitudes and practices survey; focus groups/interviews) sensitiveengaged Unrelated to the problem indifferent Perception of the risk to find oneself affected by this problem Emotional engagement low high Close Far Relationship between the audience and the problem Feel far from the problem and not engaged emotionally Feel close to the problem and not engaged emotionally Feel close to the problem and engaged emotionally Feel far from the problem but engaged emotionally sensitiveengaged Source: Gadotti, G, Bernocchi, R. (2010) La pubblicita’ sociale. Maneggiare con cura. Roma: Carocci editore.

Example from Montenegro: what did we learn about our audience in the listening phase? According to KAP survey from August 2010: almost two thirds of people (64%) said it was unacceptable for a child with disability to go to the same class with their child. just one in five citizens would accept that a child with disability is the best friend of their child 40% of people said that all children with disabilities should be in special institutions Who do we need to change in Montenegro? In general, citizens who: are not informed about children with disabilities have no personal experience with children with disabilities are least educated live in rural areas have the lowest income.

Phase 2: planning – make a communication strategy based on the social research about the audience and the issue I don’t change I would like to change I could change I change Social pressure – public opinion on the issue Personal cost of behaviour change – the fatigue of adopting the new behaviour low high Favorable to behaviour change Contrary to behaviour change The audience and the resistance to behaviour change How do we create social climate favorable to inclusion and opportunities to engage in inclusive behaviour easily? Source: Gadotti, G, Bernocchi, R. (2010) La pubblicita’ sociale. Maneggiare con cura. Roma: Carocci editore.

Phase 2: planning – make a communication strategy based on the social research about the audience and the issue STAGES OF BEHAVIOUR CHANGE ROLE OF COMMUNATION ARE UNAWARE ARE AWARE, CONCERNED, KNOWLEDGABLE ARE MOTIVATED TO CHANGE TRY NEW BEHAVIOUR REPEAT BEHAVIOUR – SHORT TERM USE ADAPTED BEHAVIOUR OVER LONG TERM Raise awareness, inform, recommend solutions Identify perceived barriers and benefits to behavior change, promote social norms, recommend actions Use action messages: when/where/how; use community groups/social networks to motivate Encourage continuation by emphasizing benefits Reduce barriers, assure the audience of the ability to sustain the new behavior, stimulate community support/social recognition Testimonial from satisfied audience; reminders – when/where/how Source: UNICEF (2008) Writing a Communication Strategy for Development Programmes.

Phase 3: pretesting – does the audience get the message we want from our promotional materials? Probably the second biggest mistake in campaign planning and implementation is not pretesting key elements of the plan with the audience.

Phase 4: Implementation Example from Montenegro: It’s about ability campaign Increase awareness of Montenegro’s general public on the rights of children with disabilities and stimulate inclusive attitudes and behaviour towards children with disabilities in the society Campaign objective: HOW?

Campaign strategy – give face and voice to Montenegro’s children with disabilities

Campaign strategy – consistently create opportunities for showing abilities of children with disabilities

Campaign strategy – consistently create opportunities for children with and without disabilities to become friends and speak out on inclusion together

Campaign strategy – create opportunities for positive interaction of citizens with children with disabilities - have people try the inclusive behaviour that we are promoting

Campaign strategy – promote access to materials and places for children with disabilities

Campaign strategy – create a wide coalition/movement for social change – include government, international community, civil sector, media, private sector, children and parents, celebrities

In Montenegro, we decided to be positive and emotional, but not too much- never pathetic, as that can cause the audience to reject the message. WHAT TONE TO TAKE WHEN IT COMES TO PROMOTING INCLUSION? Should we be emotional, shocking, entertaining or something else? How do we know which approach works best for our audience to get the message we want? Audience research and pretesting will tell you.

Let’s take a quick look at the campaign – a short video with key highlights from the campaign in 2012

Only through research (KAP surveys, focus groups) we can learn if the audience is getting the messages we want and responding to them in accordance to the way we want them to. Phase 6: Revising Remember to keep pretesting new ideas, listening to the audience and adapting the campaign accordingly. Phase 5: Monitoring and evaluation

Impact of the It's about ability campaign in Montenegro from Aug 2010 to Dec 2012

Impact of the It’s about ability campaign in Montenegro according to the KAP evaluation survey from December 2012

Number of children with disabilities that parents enroll in inclusive education increased since the campaign started Impact of the It's about ability campaign in Montenegro from Aug 2010 to Dec 2012

Or contact: Jelena Perovic Communication Officer UNICEF Montenegro Vladike Danila 28, Podgorica, Montenegro telephone: Ext. 3 mobile: fax: Facebook: nicefmontenegro nicefmontenegro _15881.html Find out more at the campaign web page: