1. 1 “Childhood Without Violence” campaign Children Support Centre March 2007 Alma Tamošaitytė Head of Human Resources Research department TNS Gallup alma.tamosaityte@tns-global.comalma.tamosaityte@tns-global.com ; www.tns-gallup.ltwww.tns-gallup.lt

2. 2 Contents Research methodology..……….……………………………………………………...…...3 Research conclusions….……..……………………………………………………………8 Research results…...……………………………………………………………………...11 Participation in the survey.………………………………………………………….12 General results…..…………………………………………………………………..20 Have you noticed the ongoing “Childhood Without Violence” campaign?....….26 Have you recently noticed some information inputs of the campaign?...……...32 Do you consider the “Childhood Without Violence” campaign useful?..………57

3. 3 Research methodology

4. 4 The overview of the research (I) To estimate if Lithuania’s people are aware of the ongoing “Childhood Without Violence” campaign and how useful it is. The objective of the research: The research was organized using the Omnibus survey techniques. Respondents were directly interviewed at their home. The method of the research: The sample (I):  The respondents were selected for the research using the multi-stage random sampling. At the first stage the geographical sampling is performed. The proportions of geographical selection fit the population proportions in respective regions. The up-to- date data is provided by the Statistics Department of the Republic of Lithuania.  At the second stage the primary sampling items (i.e. addresses) are randomly selected from the database of the Population Register. 69 items are selected in general; they are used as starting points for sampling routes.  Then the participating households are selected. This selection is performed by the random route sampling method. From the starting point of the selection, every 10 th household in urban areas (or every 5 th in rural areas) is visited.

5. 5 The overview of the research (II)  Data analysis was performed using the SPSS/PC software.  General distribution of the responses is provided in the report.  The research population exactly corresponds to the general breakdown of the Lithuanian population by sex, age, ethnical background, education and living place. Data analysis: Quality control:  The Interviewer department checked 10% of the interviewers’ work by phone.  The Data Input department checked the logic and correctness of the work.  The Data Analysis department checked the quality of 10% questionnaire input. The sample (II):  At the next stage the particular respondent is selected by the rule of “the nearest birthday”.

6. 6 The overview of the research(III) 12-18 February 2006 Fieldwork:  The survey represents the whole Lithuanian population of 15 to 74 years age.  The survey sample is 514 respondents. Respondents:

7. 7 Sample size Distribution of the answers 5045/5540/6035/6530/7025/7520/8015/8510/905/95 103130.830.429.628.426.824.822.118.613.5 3017.917.617.517.116.415.514.312.810.77.8 5013.913.813.613.212.71211.19.98.36 7511.3 11.110.810.49.89.18.16.84.9 1009.8 9.69.398.57.875.94.3 150887.87.67.36.96.45.74.83.5 2006.9 6.86.66.465.54.94.23 3005.75.65.55.45.24.94.543.42.5 4004.9 4.84.74.54.23.93.52.92.1 5004.4 4.34.243.83.53.12.61.9 600443.93.83.73.53.22.92.41.7 7003.7 3.63.53.43.232.62.21.6 8003.53.4 3.33.232.82.52.11.5 9003.33.2 3.132.82.62.321.4 10003.1 332.82.72.52.21.91.4 It is necessary to consider the statistical error when evaluating the results. The error appears due to the sampling, since the survey does not cover the whole population. The error is calculated mathematically. The table below presents the errors which vary depending on the number of respondents and the distribution of answers. Data statistical error Example:Let us assume that 500 respondents answered the question if they know X. 40% said they have heard of X. It means that with confidence of 95% we can claim that the true meaning is in interval of 40% ± 4.3%.

8. 8 Research conclusions

9. 9 Conclusions (I) The “Childhood Without Violence” campaign was successful both on the awareness and usefulness aspects: The majority of the respondents knew about the campaign. The most successful way of providing information is TV and radio broadcasting, while the least likely way to reach the audience was the posters and leaflets. Almost all the respondents claim the “Childhood Without Violence” campaign is necessary.

10. 10 Conclusions (II) The women were more interested in the “Childhood Without Violence” campaign and more likely to consider it useful than the men. The trend is that the older the respondents are, the less they know about the “Childhood Without Violence” campaign and consider it useful. The youngest respondents noticed the campaign more often than others. All the young people claimed the campaign is necessary. The aged respondents were less interested in the campaign and tended to devalue its usefulness. In the biggest cities* the percentage of awareness and usefulness perception of the “Childhood Without Violence” campaign was higher than elsewhere. People living alone, the divorced and the widow(er)s were the least aware of the “Childhood Without Violence” campaign * Vilnius, Kaunas, Klaipėda, Šiauliai, and Panevėžys.

11. 11 The research results

12. 12 Respondent distribution by sex N=514 242 272 47 53 0 50 100 150 200 250 300 Men Women 0 10 20 30 40 50 60 70 n%

13. 13 Respondent distribution by age group N=514 52 95 102 93 72 100 10 20 18 20 18 14 0 50 100 150 15 - 19 y.20 - 29 y.30 - 39 y.40 - 49 y.50 - 59 y.60 - 74 y. 0 10 20 30 40 50 60 70 n%

14. 14 Respondent distribution by living place N=514 83 52 29 20 313 1716 61 6 10 43 0 50 100 150 200 250 300 350 VilniusKaunasKlaipėdaŠiauliaiPanevėžysOther cities 0 10 20 30 40 50 60 70 n%

15. 15 Respondent distribution by education N=514 61 90 165 124 74 12 32 18 24 14 0 50 100 150 200 Primary (elementary) BasicHigh school (secondary) Further technical (vocational) High 0 10 20 30 40 50 60 70 n%

16. 16 Respondent distribution by occupation N=514 220 122 68 49 16 23 16 43 3 13 24 3 10 4 0 50 100 150 200 250 Wage- earner RetiredPupil, student UnemployedSelf- employed HousewifeOn maternity leave 0 10 20 30 40 50 60 70 n%

17. 17 Respondent distribution by family situation N=514 291 115 108 57 21 22 0 50 100 150 200 250 300 Married / living together as a couple SingleLiving separately, divorced, widowed 0 10 20 30 40 50 60 70 n%

18. 18 Respondent distribution by income N=514 40 60 80 112 87 135 8 17 16 12 22 26 0 50 100 150 Less than 200 Lt 201-350 Lt351-450 Lt451-600 LtMore than 601 Lt Did not respond 0 10 20 30 40 50 n%

19. 19 Have you noticed the ongoing “Childhood Without Violence” campaign? No Yes N=514 Almost two thirds of all the respondents have noticed the “Childhood Without Violence” campaign.

20. 20 Have you recently noticed these information inputs of the “Childhood Without Violence” campaign? N=514 Out of all inputs of the “Childhood Without Violence” campaign the TV advertisement was mostly noticed. The printed info, especially leaflets, were noticed less often than the broadcasted one. 12% 28% 39% 59% 88% 72% 61% 41% Leaflet “10 steps to become better parents” Poster with a girl addressing the adult Radio advertisement with children addressing the adult TV advertisement with a girl shouting at her teddy bear YesNo

21. 21 The overwhelming majority of the respondents have noticed at least one campaign info input. The awareness of the “Childhood Without Violence” campaign information N=514

22. 22 The awareness of the “Childhood Without Violence” campaign and its information Most respondents who noticed the ongoing CWV campaign were aware of its information partly. Half of those who claimed no aware of the campaign still noticed some or even all of the campaign information inputs.

23. 23 Do you consider the “Childhood Without Violence” campaign useful? Remark: the respondents who did not notice any CWV campaign information input did not have to answer this question.

24. 24 Have you noticed the ongoing “Childhood Without Violence” campaign? Sex The women tended to notice the CWV campaign more often than the men. 61 73 67 39 27 33 0%20%40%60%80%100% Men (N=242) Women (N=272) Overall (N=514) YesNo

25. 25 Have you noticed the ongoing “Childhood Without Violence” campaign? Age group The youngest respondents were the most aware of the CWV campaign, while the aged were the least aware. 81 68 72 70 66 52 67 19 32 28 30 34 48 33 0%20%40%60%80%100% 15-19 y. (N=52) 20-29 y. (N=95) 30-39 y. (N=102) 40-49 y. (N=93) 50-59 y. (N=72) 60-74 y. (N=100) Overall (N=514) YesNo

26. 26 Have you noticed the ongoing “Childhood Without Violence” campaign? Living place The respondents living in the biggest cities tended to more often notice the CWV campaign than those living elsewhere. 62 68 73 79 80 87 67 38 32 27 21 20 13 33 0%20%40%60%80%100% Rest of Lithuania (N=313) Kaunas (N=52) Vilnius (N=83) Šiauliai (N=20) Klaipėda (N=29) Panevėžys (N=17) Overall (N=514) YesNo

27. 27 Have you noticed the ongoing “Childhood Without Violence” campaign? Occupation The pensioners, self-employed and unemployed tended to notice the CVW campaign less often than others. 53 56 74 75 76 78 67 47 44 26 25 24 22 33 0%20%40%60%80%100% Retired (N=122) Self-employed (N=23) Unemployed (N=49) On maternity leave (N=16) Wage-earner (N=220) Pupil/ student (N=68) Housewife (N=16) Overall (N=514) YesNo

28. 28 Have you noticed the ongoing “Childhood Without Violence” campaign? Family situation Those living separately, widowed or divorced were less aware of the CWV campaign. 55 70 72 67 45 30 28 33 0%20%40%60%80%100% Living separately, widowed or divorced (N=108) Married or living together as a couple (N=291) Singles (N=115) Overall (N=514) YesNo

29. 29 Have you recently noticed the TV advertisement with a girl shouting at her teddy bear? Sex 57 60 59 43 40 41 0%20%40%60%80%100% Men (N=242) Women (N=272) Overall (N=514) YesNo

30. 30 Have you recently noticed the TV advertisement with a girl shouting at her teddy bear? Age group 46 54 64 55 61 59 54 46 36 45 39 41 0%20%40%60%80%100% 15-19 y. (N=52) 20-29 y. (N=95) 30-39 y. (N=102) 40-49 y. (N=93) 50-59 y. (N=72) 60-74 y. (N=100) Overall (N=514) YesNo

31. 31 Have you recently noticed the TV advertisement with a girl shouting at her teddy bear? Living place 60 43 55 63 81 59 40 57 45 37 19 41 0%20%40%60%80%100% Rest of Lithuania (N=313) Kaunas (N=52) Vilnius (N=83) Klaipėda (N=29) Panevėžys (N=17) Šiauliai (N=20) Overall (N=514) YesNo

32. 32 Have you recently noticed the TV advertisement with a girl shouting at her teddy bear? Occupation 50 53 57 60 61 62 64 59 50 47 43 40 39 38 36 41 0%20%40%60%80%100% Pupil/student (N=68) Unemployed (N=49) Housewife (N=16) Retired (N=122) Wage-earner (N=220) Self-employed (N=23) On maternity leave (N=16) Overall (N=514) YesNo

33. 33 Have you recently noticed the TV advertisement with a girl shouting at her teddy bear? Family situation 50 56 63 59 50 44 37 41 0%20%40%60%80%100% Single (N=115) Living separately, divorced or widowed (N=108) Married or living together as a couple (N=291) Overall (N=514) YesNo

34. 34 Have you recently noticed the advertisement on the radio with children addressing the adult? Sex 39 40 39 61 60 61 0%20%40%60%80%100% Men (N=242) Women (N=272) Overall (N=514) YesNo

35. 35 Have you recently noticed the advertisement on the radio with children addressing the adult? Age group 40 39 42 35 36 43 39 60 61 58 65 64 57 61 0%20%40%60%80%100% 15-19 y. (N=52) 20-29 y. (N=95) 30-39 y. (N=102) 40-49 y. (N=93) 50-59 y. (N=72) 60-74 y. (N=100) Overall (N=514) YesNo

36. 36 Have you recently noticed the advertisement on the radio with children addressing the adult? Living place 39 34 36 39 45 61 39 61 66 64 61 55 39 61 0%20%40%60%80%100% Rest of Lithuania (N=313) Kaunas (N=52) Klaipėda (N=29) Vilnius (N=83) Panevėžys (N=17) Šiauliai (N=20) Overall (N=514) YesNo

37. 37 Have you recently noticed the advertisement on the radio with children addressing the adult? Occupation 31 35 36 40 45 66 39 69 65 64 60 55 34 61 0%20%40%60%80%100% Housewife (N=16) On maternity leave (N=16) Wage-earner (N=220) Retired (N=122) Pupil/ student (N=68) Unemployed (N=49) Self-employed (N=23) Overall (N=514) YesNo

38. 38 Have you recently noticed the advertisement on the radio with children addressing the adult? Family situation 35 40 41 39 65 60 59 61 0%20%40%60%80%100% Living separately, divorced or widowed (N=108) Single (N=115) Married or living together as a couple (N=291) Overall (N=514) YesNo

39. 39 Have you recently noticed a leaflet “10 steps to become better parents”? Sex Women tended to notice the leaflet more often than men. 9 15 12 91 85 88 0%20%40%60%80%100% Men (N=242) Women (N=272) Overall (N=514) YesNo

40. 40 Have you recently noticed a leaflet “10 steps to become better parents”? Age group The youngest respondents were mostly aware of the leaflet. 23 12 13 17 5 5 12 77 88 87 83 95 88 0%20%40%60%80%100% 15-19 y. (N=52) 20-29 y. (N=95) 30-39 y. (N=102) 40-49 y. (N=93) 50-59 y. (N=72) 60-74 y. (N=100) Overall (N=514) YesNo

41. 41 Have you recently noticed a leaflet “10 steps to become better parents”? Living place The respondents living in Klaipėda noticed the leaflet the most often, while those living in Šiauliai did not see a single leaflet. 7 14 19 36 12 93 100 86 82 81 64 88 18 0%20%40%60%80%100% Rest of Lith. (N=313) Šiauliai (N=20) Panevėžys (N=17) Kaunas (N=52) Vilnius (N=83) Klaipėda (N=29) Overall (N=514) YesNo

42. 42 Have you recently noticed a leaflet “10 steps to become better parents”? Occupation The pupils, students, and the self-employed tended to notice the leaflet of the CWV campaign more often than other respondents. 7 8 9 9 11 21 26 12 93 92 91 89 79 74 88 0%20%40%60%80%100% Unemployed (N=49) Retired (N=122) On maternity leave (N=16) Housewife (N=16) Wage-earner (N=220) Pupil/ student (N=68) Self-employed (N=23) Overall (N=514) YesNo

43. 43 Have you recently noticed a leaflet “10 steps to become better parents”? Family situation The singles tended more often to notice the leaflet than the others. 10 11 16 12 90 89 84 88 0%20%40%60%80%100% Living separately, widowed or divorced (N=108) Married or living together as a couple (N=291) Single (N=115) Overall (N=514) YesNo

44. 44 Have you recently noticed a poster with a girl addressing the adult? Sex 24 32 28 76 68 72 0%20%40%60%80%100% Men (N=242) Women (N=272) Overall (N=514) YesNo

45. 45 Have you recently noticed a poster with a girl addressing the adult? Age group The youngest respondents mostly tended to notice the poster. 47 30 25 33 16 25 28 53 70 75 67 84 75 72 0%20%40%60%80%100% 15-19 y. (N=52) 20-29 y. (N=95) 30-39 y. (N=102) 40-49 y. (N=93) 50-59 y. (N=72) 60-74 y. (N=100) Overall (N=514) YesNo

46. 46 Have you recently noticed a poster with a girl addressing the adult? Living place The poster was mostly noticed in Klaipeda. 24 19 21 31 38 58 28 76 81 79 69 62 42 72 0%20%40%60%80%100% Rest of Lith. (N=313) Šiauliai (N=20) Panevėžys (N=17) Vilnius (N=83) Kaunas (N=52) Klaipėda (N=29) Overall (N=514) YesNo

47. 47 Have you recently noticed a poster with a girl addressing the adult? Occupation The pupils, students and the self-employed tended to notice the poster more than others. 20 22 24 25 27 38 47 28 80 78 76 75 73 62 53 72 0%20%40%60%80%100% Unemployed (N=49) Housewife (N=16) On maternity leave (N=16) Wage-earner (N=220) Retired (N=122) Self-employed (N=23) Pupil/ student (N=68) Overall (N=514) YesNo

48. 48 Have you recently noticed a poster with a girl addressing the adult? Family situation The singles tended to notice the poster more often than others. 25 27 32 28 75 73 68 72 0%20%40%60%80%100% Living separately, divorced or widowed (N=108) Married or living together as a couple (N=291) Single (N=115) Overall (N=514) YesNo

49. 49 Do you consider the “Childhood Without Violence” campaign useful? Sex 51 59 55 44 35 39 3 4 3 1 1 11 2 1 0%20%40%60%80%100% Men (N=172) Women (N=199) Overall (N=371) Very usefulUsefulUselessTotally uselessDo not know

50. 50 Do you consider the “Childhood Without Violence” campaign useful? Age group The older the respondent is, the less he/she considers the campaign useful. All the young respondents considered the campaign useful.

51. 51 Do you consider the “Childhood Without Violence” campaign useful? Living place The respondents living in the biggest cities tended to think more often that the campaign is useful. All respondents living in Klaipėda ir Šiauliai considered the campaign useful.

52. 52 Do you consider the “Childhood Without Violence” campaign useful? Occupation Almost all the respondents think the campaign is useful while among pupils and students there was no a single respondent claiming it is useless.

53. 53 Do you consider the “Childhood Without Violence” campaign useful? Family situation 53 56 55 43 37 38 39 4 4 3 2 1 1 3 1 1 1 2 0%20%40%60%80%100% Single (N=84) Living separately, divorced or widowed (N=73) Married or living together as a couple (N=214) Overall (N=371) Very usefulUsefulUselessTotally uselessDo not know