Unicef Azerbaijan by begin.

COMMUNICATING FOR CHANGE: AZERBAIJAN

A HEALTHY BABY

BEGINS WITH YOU

UNICEF Azerbaijan Country Office 24, Neftchilar Ave. Dalga Plaza, 3rd floor Baku, Azerbaijan AZ 1095

FOREWORD > This manual has been designed to support key programme components of the UNICEF Azerbaijan Country Programme to promote the well being of children and their families. It uses strategic communication approaches to promote positive changes in behaviour that will help communities to grow and flourish. It offers ways in which communities can play an active role in this change and in doing so provide a better future for all children in this exciting and vibrant country. The manual provides the UNICEF Country Office with behaviour change communication strategies along with advocacy and social mobilization tools to promote facts for life key interventions to the government.

Although the manual is designed for UNICEF, we hope that organizations and government ministries in Azerbaijan can also embrace these communication strategies and campaigns so that we can all work together for the betterment of the children of Azerbaijan. Mark Hereward Representative UNICEF Azerbaijan

CONTENTS Communicating for Change:

INTRODUCTION > 08

Azerbaijan

EARLY MARRIAGE > 13

CHILDREN WITH DISABILITIES > 57 ANEMIA > 93

Strategy/Research/Writing Suzanna Dayne Strategy/Design Mardiyah Miller Illustrations Bondan Setiaji

YOUTH AND SPORTS > 133 EDUCATION > 155 INFANT AND YOUNG CHILD FEEDING > 173

In collaboration with UNICEF Azerbaijan, Elnur Aliyev Communication for Development Officer Ayna Mollazade Communication Officer

Sources: Azerbaijan Government UNICEF WHO CDC World Bank RAND Corporation La Leche League Special Olympics Youth Sport Trust California Department of Health Campaign for Youth Justice Cibagraphics/Sensational Color

EMERGENCIES > 197 JUVENILE JUSTICE > 217

INTRODUCTION > Communication is key to raising awareness, promoting knowledge and behaviour change. It’s simple: even the best solution to a problem cannot be put into practice if people don’t know about it. If the solution is readily available to communities and yet the problem still exists, then the barrier faced is a communication one. We know how to solve many of the problems facing communities. We know that iron can defeat anaemia in pregnant women and children, we know that breastfeeding means a happier, healthier baby, we know that putting an end to early marriage means a brighter future for young girls. So why do these problems persist? The answer is twofold: either people don’t know about the solution or they are resistant to changing the way they have always done things. This manual aims to provide the user with behaviour change communication strategies to raise awareness and overcome social

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barriers. Inside you will find full campaign strategies for three key programmes: Early Marriage, Anaemia and Children with Disabilities. Campaign outlines have also been developed to support the implementation of several other UNICEF programme components: Infant and Young Child Feeding, Juvenile Justice, Inclusive Education, Life Skills and Emergencies. The manual includes: Logos, Public Service Announcements, Messages, and “Belowthe-Line products”. It means that each programme has its own identity and can be implemented quickly and easily. The designs are meant to serve as a guideline for local production. Communication for social change strategies, including advocacy and social mobilization, will be utilized through the use of mass and traditional media in support of interpersonal communication to promote knowledge, positive attitudes and practices among families and communities at national and local levels.

Changing the Way We do Things

How Key Messages Work

Changing behaviour is the goal of effective and efficient communication. There are six basic stages to behaviour change, and relevant strategies for each:

Messages are developed by using research and data to create a situational analysis of a particular issue. Once we fully understand the issue and the barriers to change that exist we identify the key behaviour needed. This is then translated into key messages.

1. Unaware: raise awareness, recommend solution 2. Aware: concerned, identify perceived barriers and benefits to change 3. Motivated: provide logical information through community groups 4. Tries new behaviour: provide information, encourage continued use emphasize benefits, reduce barriers 5. Sustain: remind them of benefits, sustainability, social support 6. Relapse: ensure adequate support is in place and return to step 2 If support is unavailable in a community or not easily accessible, even if the person wants to change, change will be unlikely and the person will rely on old practices. Therefore, it is vital that all key barriers are addressed in a campaign in order to ensure significant and long lasting behaviour change.

In an attempt to provide all the information to the general public, campaigns often end up using messages that are too long and use language that is much too technical. For printed materials and Public Service Announcements, messages must be simple, easy to understand and to implement. Remember, it takes just eight seconds to make an impression. Detailed information should be provided through advocacy and social mobilization activities conducted in communities and schools using printed and multimedia formats. • It is vital to ensure that all communication is easy to understand and consistent. Make sure messages are simple • Check if messages are easily understood and revise if needed • Psychologists found that people can manage at the most three messages

Messages should be used at every opportunity. Every printed item must include them and encourage media outlets to promote them in every article and news report produced. The messages need to be repeated during all activities conducted by the community. It is vital that each and every target group fully understands what these messages mean and how they can actively implement them in their lives. Social Mobilization Social mobilization is a process that engages and motivates a wide range of partners and allies at national and local levels to raise awareness of, and demand for, a particular development objective. Members of institutions, community networks, civic and religious groups and others work in a coordinated way to reach specific groups of people for dialogue with specific messages. In other words, social mobilization seeks to facilitate change through a range of players engaged in interrelated and complementary efforts. This interpersonal communication can take many forms, including: town hall meetings; workshops; informal discussions; door-to-

10 COMMUNICATING FOR CHANGE AZERBAIJAN

door visits; and other forms of participatory communication. This process should ensure that the target groups are actively involved, encouraged and participate in order to make informed decisions affecting their lives.

group is clearly understanding the messages and beginning to make specific behaviour changes in their lives. If there appear to be problems, then strategies can be fine-tuned before the end of the programme.

Advocacy

A final evaluation with lessons learned, success stories and data will help support the expansion and development of the programme.

Behaviour change cannot be achieved fully unless there is support from relevant government ministries and institutions. Raising awareness within these bodies on a specific issue can promote increased budgets, new legislation and support for campaigns. It is important that close coordination and collaboration is developed and that these institutions are involved with the programme from the ground up. Monitoring and Evaluation Monitoring should be conducted before, during, and after all programmes. A baseline study will provide the level of awareness and behaviour at the start of the programme. Formative research is important in the design and planning stages of programmes. As the programme progresses further monitoring is needed to ensure that the target

EARLY MARRIAGE “The number of child marriages in Azerbaijan decreased during the Soviet-era but there is concern that the trend is reappearing.”

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BACKGROUND > Girls marrying below the age of 18 often results in not only an end to their educational aspirations but can also result in early pregnancy and social isolation. Family pressure to marry early is particularly high in rural areas. Young married girls are a unique, though often invisible, group. Required to perform heavy amounts of domestic work, under pressure to demonstrate fertility, and responsible for raising children while still children themselves, married girls and child mothers face constrained decision-making and reduced life choices. They are also more likely to be victims of domestic violence. Childbirth is more likely to be difficult and dangerous for an adolescent than an adult. Babies born to very young mothers are much more likely to die during the first year of life. Young adolescents do not yet have a fully developed pelvis. Pregnancy for them can result in serious consequences, such as eclampsia, premature labor, prolonged labor, obstructed labor, fistula, anemia (thin blood) or infant and/or maternal death. Pregnancy-related deaths are the leading cause of death worldwide for girls aged 15 to 19.

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The right to ‘free and full’ consent to a marriage is recognized in the Universal Declaration of Human Rights (The Convention on the Elimination of all Forms of Discrimination Against Women (CEDAW, 1979) and the UN Convention “On Consent to Marry, Minimum Marriage Age and Registration of Marriage” dated November 7, 196221, ratified by the Republic of Azerbaijan on May 31, 1996) and with the recognition that consent cannot be ‘free and full’ when one of the parties involved is not sufficiently mature to make an informed decision about a life partner. Currently, Azerbaijani law stipulates that a girl must be 17 and a boy 18 to marry. Efforts to raise the age limit for girls to 18 are currently underway. However, It is difficult to trace child marriages because they are not officially registered. The number of child marriages in Azerbaijan decreased during the Soviet-era. However, there is concern that the trend is reappearing. It was established that factors which triggered the increasing prevalence of early marriages in Azerbaijani society, however of different origin and importance, are mutually related and closely interwoven. They can be divided into two groups of factors: culturalpsychological and social-economic.

The first group comprises such traditional attitudes towards the family institution and gender like: woman’s predestination to marriage, importance of girl’s chastity and the family’s honor. People succumbed to the miscomprehended religious norms and strongly paternalistic model of the family. Marriage and childbearing are again perceived as the major accomplishments women can achieve in their lives. When examining the factors that made people agree, or even strive to marry their offspring as early as possible, an entire complex group of social and economic reasons was distinguished. The contemporary process of economic and social transition that takes place in the country, as well as the recent war with Armenia, could be listed among the reasons. Through early marriages people strive to overcome poverty or better their economic and social status. Early marriages, especially marrying off minor girls is perceived as indicative of stability and even prosperity of the family conventionally titled as “a big nest”. At present, eagerness to marry is determined by “big nest’s” opportunities to provide newly-weds with social guarantees and ease their lives in different aspects ranging from purchase of an apartment in a newly erected building, to obtaining higher education or getting prestigious job.

This high degree of social endorsement to early marriages reveals how little the knowledge about the negative consequences of the phenomena is. It also shows the deeply rooted traditional perception that the marriage is a synonym of the social advancement. Many young girls marry under religious laws and are not registered with government agencies. This makes it difficult to calculate exact numbers of under age marriages. The UNICEF study shows that more than half of people living in high-risk areas (Absheron, Lenharan and Guba) perceive it as a positive act. More than 80% of parents agreed to the marriage and more than 40% of girls freely agreed to it. More than half of all fathers of young girls make the final decision on the marriage followed by just 23% of girls. Marriage is seen as a major achievement in a girl’s life and is part of her fate or destiny. It is considered a way to care for young girls. Tradition and local customs also play a role in the decision to marry early. Most couples come from a similar economic background. Most young girls who marry drop out of school, as a result of this low level of education hurts the status of the young wife.

01 COMMUNICATION STRATEGY “Childbirth is more likely to be difficult and dangerous for an adolescent than an adult.”

CAMPAIGN OBJECTIVE > Communication objective is to promote positive norms and practices among young girls, parents and teachers aimed at reduction of early marriages through the use of mass and traditional media and interpersonal communication in selected communities.

Specific Objectives include: • To increase the participation of parents (mothers and fathers) and services providers (teachers and health workers, local government bodies and religious leaders) in planning and facilitation of early marriage and gender stereotypes programs. • To promote “Education for All” concept to reduce early marriage and increase young boy’s participation to ensure equity during the campaign • To support the education of girls including full access to higher education.

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SITUATIONAL ASSESSMENT

MESSAGE DEVELOPMENT

PARENTS

YOUNG GIRLS

ALL GROUPS

PARENTS

Barriers • Do not think that education for girls is important. • Lack of knowledge about the benefits of quality education for girls • Misconceptions about girls gaining higher education • Religious and cultural norms that perceive marriage as the best path for young girls

Barriers • Cultural/parental pressure to marry young • Lack of understanding of the importance of education • Lack of understanding of the dangers of early marriage

Messages Early Marriage can lead to: • High-risk pregnancy: Girls that marry young are often are not physically mature to get pregnant and have a child. This can lead to severe complications during delivery and even death of the mother and child. • Increased risk of domestic violence: Young girls are at higher risk for both emotional and physical violence. A girl with less education does not fully understand her rights. • Fewer life choices: Young girls often do not allowed to make key decisions in the family and are relegated to domestic chores. They have no chance at obtaining higher education, achieving their dreams and improving their economic status.

Message • Don’t deprive your daughter of a better life. Keep her in school and support her right to an education. Stop Early Marriage!

Key Behaviors • Encourage daughters to stay in school • Learn, understand and support their daughters right to an education

Key Behaviors • Girls decide to stay in school • Girls support peers by understanding dangers of early marriage >

TEACHERS Barriers • Not motivated to encourage girls to stay in school • Do not understand teachers’ role in involving parents in the school • Do not have the skills/information to educate on this subject Key Behaviors • Support girls right to seek education • Teach the subject in class • Become a focal point for parents and students

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Call to Action To find out more contact your school board and log on to stopearlymarriage.com to find more. Call to action for YOUNG Girls Talk to your teacher and parents about staying in school. Log on to stopearlymarriage.com

Call to Action To find out more talk to your daughter’s teacher and and friends log on to Earlymarriage.com >

TEACHERS Message • Education is key to improving the lives of all girls. Support a girls right to stay in school. Stop Early Marriage! Call to Action To find out more contact school board and log on to stopearlymarriage.com to find more.

02 LOGO DESIGN

“Young wives are more likely to be victims of domestic violence.”

> LOGO DESIGN To be used on all materials. The logo uses Stop Early Marriage as the slogan. It is designed in such a way as to reflect the insecurities associated with early marriage, i.e. fonts are depicted at a slight angle.

sample logo in color. to be used on all color print media

sample logo in black and white. to be used on all black and white print media

> LOGO COLOR The color draws attention to the design. It says, “pay attention to me” the caution concept combined with black, portrays the seriousness of the issue and the importance of the issue. Yellow: The yellow and black color combination cannot be ignored in nature – tigers, stinging bees – it’s the color that says: you’d better pay attention to me. Black: Represents power, foreboding, despair, fear.

C: 0 M: 0 Y: 96 K: 0

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C: 0 M: 0 Y: 0 K: 100

03 COMMUNICATION MATERIAL “Most young girls who marry drop out of school and the low level of education hurts the status of the young wife.”

YOUNG GIRLS Young girls are the main target group of the campaign. They are the “end users” and are therefore the most affected by the choice to marry young or to wait. The campaign is focused on this group in an effort to not only raise awareness but to help build their feeling of self worth. The designs and messages are have been developed to be attractive to a youth audience. In addition, the public service announcement is aimed towards a general audience with a special focus on young girls.

> CAMPAIGN COLOR YOUNG GIRLS Pink is a color most associated with girls and is a color that encourages. Combined with hot pink it symbolizes a trendy youthful energetic look. Bright pinks, like the color red, stimulate energy and can increase blood pressure, respiration, heartbeat, and pulse rate. They also encourage action and confidence. While hot pinks are considered shocking, energetic, youthful, trendy, vibrant, faddish.

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Primary Color

Secondary Color

C: 0 M:92 Y: 6 K: 0

C: 0 M: 0 Y: 0 K: 100

> LEAFLET

> PRINT AD

Point Of Contact : for use by teachers in the classroom.

Point Of Contact : magazines targeting young girls.

ARE YOU READY? Do you want to have a better chance at a healthy pregnancy? FACT Girls that marry young are often are not physically mature to get pregnant and have a child. This can lead to severe complications during delivery and even death of the mother and child. Do you want a better chance at a loving and caring marriage? FACT Early marriage leads to an increased risk of domestic violence: Young girls are at higher risk for both emotional and physical violence. A girl with less education does not fully understand her rights. Do you think early marriage will give you a chance to fulfil your dreams and live a better life?

WAIT

Smart girls to get married

FACT: Early marriage leads to fewer life choices: Young girls often do not allowed to make key decisions in the family and are relegated to domestic chores. They have no chance at obtaining higher education, achieving their dreams and improving their economic status. If you answered yes to any of these questions then you should consider waiting for that special day. Remember staying in school and getting a good education will make you a better wife and mother.

Getting married is one of the most important days in a woman’s life. But many girls marry too young without realizing the consequences.

WAIT

Smart girls to get married

Early marriage can lead to: High risk pregnancy Increased risk of domestic violence Fewer life choices

Girls that drop out of school to get married are more likely to face:

For more information talk to your daughter’s teacher & log on to www.Earlymarriage.Com

High risk pregnancy : Girls that marry young are often are not physically mature to get pregnant and have a child. This can lead to severe complications during delivery and even death of the mother and child.

Increased risk of domestic violence : Young girls are at higher risk for both emotional and physical violence. A girl with less education does not fully understand her rights.

Fewer life choices : Young girls often do not allowed to make key decisions in the family and are relegated to domestic chores. They have no chance at obtaining higher education, achieving their dreams and improving their economic status.

For more information talk to your daughter’s teacher & log on to www.earlymarriage.com

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> POSTER

> X BANNER

> SOCIAL MEDIA

Point Of Contact : schools, public places.

Point Of Contact : schools, events

webpage, facebook, myspace

Girls That Drop Out Of School To Get Married Are More Likely To Face: High risk pregnancy : Girls that marry young are often are not physically mature to get pregnant and have a child. This can lead to

home

severe complications during delivery and even death of the mother and child.

facts

news

competition

media

join us contact

Increased risk of domestic violence : Young girls are at higher risk for both emotional and physical violence. A girl with less education does not fully understand her rights. Fewer life choices : Young girls often do not allowed to make key decisions in the family and are relegated to domestic chores. They

WAIT

have no chance at obtaining higher education, achieving their dreams and improving their economic status.

WAIT

Smart girls to get married

Early marriage can lead to:

Smart girls to get married

For more information talk to your daughter’s teacher & log on to www.earlymarriage.com

High risk pregnancy

WAIT

Increased risk of domestic violence

Smart girls to get married

Fewer life choices

Girls that drop out of school to get married are more likely to face: High risk pregnancy Increased risk of domestic violence

For more information talk to your daughter’s teacher & log on to www.earlymarriage.com

> BANNER Point Of Contact : schools, public places.

WAIT

Smart girls to get married

Early marriage can lead to: High risk pregnancy Increased risk of domestic violence

home

Fewer life choices

JOIN US TO STOP EARLY MARRIAGE Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

READ MORE > WATCH THE CAMPAIGN >

ARE YOU READY Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type

FACTS High risk pregnancy Increased risk of domestic violence Fewer life choice s

Fewer life choices

For more information talk to your daughter’s teacher & log on to www.earlymarriage.com

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MARRIAGE

IA GE

MARRIAGE

EARLY

MARRIAGE

STOP

ST STOP EARLY E M A O A R P

EARLY

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EARLY

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EARLY

STOP

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EARLY

STOP S STOP EARLYE TEARLY O MARRIAGE M A MARRIAGE AR R P RI L Y STOP ASTOP GE

EARLY

MARRIAGE MARRIAGE

EARLY

STOP STOP

EARLY

MARRIAGE

EARLY

www.earlymarriage.com

STOP

EARLY

STOP

I WAITED!

STOP

promotional items for events and awareness

MARRIAGE

promotional items for events and awareness

STOP

> BANDANA DESIGN

MARRIAGE

> T-SHIRT DESIGN

SMAR T GIRL S

WAIT

STOP

EARLY MARRIAGE

STOP

MARRIAGE

EARLY

www.earlymarriage.com

TO GET MARRIE D

STOP

MARRIAGE

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EARLY

STOP

MARRIAGE

EARLY

EATO AR R P RI L A Y

EARLY

STOP EARLY

EARLY

STOP

MARRIAGE

EARLY

STOP

MARRIAGE

EARLY

EATO AR R P RI L A Y

> WRIST BANDS

> SCHOOL SUPPLIES

promotional items for events and awareness

STROLP Y EA

IAGE

MARR arriage.com rlym www.ea

SMAR T GIRL S

> PIN DESIGN + STICKER DESIGN

WAIT TO GET MARRIED

STOP Y

1+1

ARLGE E MARRIA

promotional items for events and awareness

ge.com lymarria www.ear

2 .

)

3 =

Clr

STOP

EARLY MARRIAGE

www.earlymarriage.com

STOP

EARLY MARRIAGE

SMAR T GIRL S

WAIT

TO GET MARRIED

STOP EARLY

MARRIAGE

www.earlymarriage.com

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> PSA The Public Service Announcement, PSA, is targeted to the general population but at the same time also targets the key groups. The father is depicted as responsible, intelligent and caring as he provides the message to wait to get married. The mother is depicted as a loving caring figure in the last frame. The girls are also depicted as being intelligent as they understand the message. The male celebrity is chosen so he identifies with men and provides three key reasons why young girls should not marry. Finally the school is used as the overall background and graduation as the key goal in order to appeal to teachers.

GIRL 2 No, I heard she had to drop out of school because sheâ&#x20AC;&#x2122;s getting married!

Bell rings kids rush out

Girl starts walking and talking together in school yard

GIRL 1 Really! I didnâ&#x20AC;&#x2122;t know that. My mother says I cant get married till I finish school!

Background sounds kids talking

Girls walk past 3 boys who are looking at them they look quickly then walk on

GIRL 2 Well, my Grandma always says if you wait to get long you wont find a good boy to marry

GIRL 1: Hi Gulnaz. Have you seen Nezkat ?

Through fence

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33 ?

> PSA continued

Girl 1 Maybe in the olden days it was like that. But my father says nowadays the smart / intelligent boys would rather marry a girl with an education .

Girl 2 Hmmm. I never thought about it that way. You know I’m going to wait and when I do get married I’ll be a better wife and mother to.

Male Celebrity Don’t deprive your daughter of a better life keep her in school and support her right to an education

Girls smile and walk off towards sunlight

VO Male Celebrity over graphic STOP EARLY MARRIAGE.

Girl 1: Yeah you’re right Gulnaz! Like my father says getting married too early isn’t the smart/intelligent thing to do.

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Male Celebrity It’s a fact that Early marriage not only leads to fewer life choices, but also High Risk of domestic violence.

04 COMMUNICATION MATERIAL

â&#x20AC;&#x153;More than half of all fathers of young girls make the final decision on the marriage followed by just 23% of girls.â&#x20AC;?

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PARENTS Research shows that parents are the main drivers behind the early marriage of their daughters. In many cases, they are the reason a young girl is married under the age of 18. This campaign appeals to the parents desire for their daughters to be successful in school. Once the campaign is initiated, keeping their daughters in school should be seen as a popular trend and modern behavior.

> CAMPAIGN COLOR .

Primary Color

Secondary Color

C: 0 M: 0 Y: 96 K: 0

C: 0 M: 0 Y: 0 K: 100

> LEAFLET

> PRINT AD

Point Of Contact : schools, pta meetings.

Point Of Contact : news papers, magazines targeting fathers.

Girls that drop out of school to get married are more likely to face: High risk pregnancy : Girls that marry young are often are not physically mature to get pregnant and have a child. This can lead to severe complications during delivery and even death of the mother and child. Increased risk of domestic violence : Young girls are at higher risk for both emotional and physical violence. A girl with less education does not fully understand her rights.

DON’T DEPRIVE YOUR CHILD OF A BETTER LIFE!

DON’T DEPRIVE YOUR CHILD OF A BETTER Keep her in school & support her right to an education.

Keep her in school & support her right to an education. For more information talk to your daughter’s teacher & log on to www.earlymarriage.com

Increased risk of domestic violence : Young girls are at higher risk for both emotional and physical violence. A girl with less education does not fully understand her rights.

For more information talk to your daughter’s teacher & log on to www.earlymarriage.com

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> BANNER / BUMPERSTICKER

> X-BANNER

Point Of Contact : schools, public places.

Point Of Contact : schools, events, public places.

DON’T DEPRIVE YOUR CHILD OF A BETTER LIFE!

Keep her in school & support her right to an education. For more information talk to your daughter’s teacher & log on to www.earlymarriage.com

> POSTER Point Of Contact : schools, public places.

Keep her in school & support her right to an education. Girls That Drop Out Of School To Get Married Are More Likely To Face: High risk pregnancy : Girls that marry young are often are not physically mature to get pregnant and have a child. This can lead to severe complications during delivery and even death of the mother and child. Increased risk of domestic violence : Young girls are at higher risk for both emotional and physical violence. A girl with less education

DON’T DEPRIVE YOUR CHILD OF A BETTER LIFE! Keep her in school & support her right to an education.

Girls that drop out of school to get married are more likely to face: High risk pregnancy Increased risk of domestic violence Fewer life choices

does not fully understand her rights.

For more information talk to your daughter’s teacher & log on to www.earlymarriage.com

DON’T DEPRIVE YOUR CHILD OF A BETTER LIFE!

For more information talk to your daughter’s teacher & log on to www.earlymarriage.com

Keep her in school & support her right to an education.

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> PROMOTIONAL MATERIAL

t- shirt design.

DON’T DEPRIVE YOUR CHILD OF A BETTER LIFE!

www.earlymarriage.com

> PROMOTIONAL MATERIAL stickers + pin

DON’T DEPRIVE YOUR CHILD OF A BETTER LIFE!

DON’T DEPRIVE YOUR CHILD OF A BETTER LIFE! www.earlymarriage.com

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> EVENT BANNERS

> PLEDGE FORM

Point Of Contact : schools, pta meetings, public places.

PARENTS WE NEED YOUR SUPPORT TO KEEP YOUR DAUGHTERS IN SCHOOL!

JOINS US TO FIND OUT HOW EARLY MARRIAGE CAN HURT YOUR DAUGHTERS FUTURE

For more information talk to your daughter’s teacher & log on to www.earlymarriage.com

STOP EARLY MARRIAGE PLEDGE > INVITATION

We the parents of, pledge to keep our daughter in school and support her to an education.

Point Of Contact : schools, pta meetings, public places.

PARENTS WE NEED YOUR SUPPORT TO KEEP YOUR DAUGHTERS IN SCHOOL!

Signature:

GIRLS THAT DROP OUT OF SCHOOL TO GET MARRIED ARE MORE LIKELY TO FACE: High risk pregnancy : Girls that marry young are often are not physically mature to get pregnant and have a child. This can lead to severe complications during delivery and even death of the mother and child.

JOINS US TO FIND OUT HOW EARLY MARRIAGE CAN HURT YOUR DAUGHTERS FUTURE

Increased risk of domestic violence : Young girls are at higher risk for both emotional and physical violence. A girl with less education does not fully understand her rights.

Signature:

For more information talk to your daughter’s teacher & log on to www.earlymarriage.com

Date

JANUARY 7TH 2010 WHERE: TIME:

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04 COMMUNICATION MATERIAL “Many young girls marry under religious laws and are not registered with government agencies.”

TEACHERS Teachers play a vital role in young girls lives. They are source of their education and can be instrumental in determining their future. Educators should therefore become key influencers both for the young girls themselves and the parents. The campaign is intended to help support the role of the teacher in the students lives and increase their status within the community at large.

> CAMPAIGN COLOR Green is used because teachers are mentors. Green sooths and relaxes’ a person mentally, offers a sense of renewal, self-control and harmony. Green represents security and safety. How the color green affects us physically Green is used worldwide to represent safety. When deepened to darker greens: richness, security, safety and prestige.

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Primary Color

Secondary Color

C: 75 M: 5 Y: 100 K: 0

C: 0 M: 0 Y: 0 K: 100

> PROMOTIONAL MATERIAL

t-shirt design

mug + pens + bags for teachers.

I SUPPORT

YOU

Support a girls rig

> PROMOTIONAL MATERIAL pin design + bumper sticker design

I SUPPORT

YOU

EDUCATION IS KEY TO IMPROVING THE LIVES OF ALL GIRLS. Support a girls right to stay in school

48 COMMUNICATING FOR CHANGE AZERBAIJAN

05 SOCIAL MOBILIZATION

“The right to ‘free and full’ consent to a marriage is recognized in the Universal Declaration of Human Rights.”

YOUNG GIRLS

TEACHERS

Activities should begin in Junior and Senior high schools. Ideally girls’ clubs should be set up to provide peer support. These clubs can also act as a center for open dialogue for other issues affecting young girls.

A lesson plan should be developed by teachers and integrated into Life Skills classes. This can include essay writing, development of plays, poems and artwork to reflect the benefits and risks of early marriage.

Within these clubs specific activities aimed at empowering young girls can be implemented. This could include an essay competition “Why I am Waiting” on the importance of waiting to be married. This program should be piloted in a UNICEF child friendly school where teachers have an understanding of more open approach to education. Women role models, including university students can be brought in to talk to the students.

Schools and individual teachers that successfully reduce the percentage of early marriages and girls dropping out will be awarded by the government/First Lady’s Foundation. Webpage/blog: Linked to UNICEF and government websites. The webpage should also have contacts for further information and include all information sited in this chapter. Essays, artwork, photographs by the girls can be displayed on this webpage as well as winners of various competitions.

PARENTS The PTA’s should be involved with parents being brought in to the discussion. A religious or community leader could be used to lead the discussion among fathers. Parents to be encouraged to discuss the issue with their children and develop an education plan for their future. Parents to sign a written pledge to keep their daughters in school.

50 COMMUNICATING FOR CHANGE AZERBAIJAN COMMUNICATION MATERIAL / PRIMARY CAMPAIGN

06 COMMUNICATION CHANNELS “Tradition and local customs also play a role in the decision to marry early.”

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YOUNG GIRLS • Brochures, posters, leaflets covering rights for children with disabilities • Special programs on national TV and radio focusing on successful children/ youth with disabilities programs. • Local radio program hosted by children with Disabilities • Website

PARENTS

TEACHERS

• Brochures/posters/leaflets about the dangers of early marriage • Radio/TV spots at national and local level • Media stories focusing on fathers role in early marriage • Website

• Brochures/posters/leaflets about the dangers of early marriage • Radio/TV programs covering importance of girls staying in school • Website

MONITORING A brief baseline study should be conducted before the pilot program begins and followed up between 6-12 months later. A short questionnaire aimed at young girls, boys, teachers and parents will provide an insight into the level of awareness of the target groups. The simple questionnaire should cover the dangers of early marriage as detailed above. Sample questions: 1. Do you think early marriage is a problem in our country? 2. How old do you think a girl should be before she gets married? 3. How old should a boy be? 4. Do you think boys will want to marry an older girl? If so how old? 5. Do you think there are any risks involved in getting married early? 6. If yes, what are they? If no, why? 7. Do you think early marriage puts a girl at risk for pregnancy? 8. If yes, what types of problems? 9. Do you think young girls who get married are more at risk for domestic violence? 10. If yes, why? 11. Do you think girls should go on to higher education? Why? 12. Do you think girls with a better education make better parents? Results • Number of brochure/leaflets disseminated • Number of posters displayed in schools and public places • Number of positive media reports/programs/spots aired • Percentage of parents/teachers/young girls that are aware of the dangers of early marriage • Percentage of girls that graduate high school • Percentage of parents/caregivers advocating for education for all • Percentage of parents who now support their daughters education • Percentage of teachers who actively advocate for education for girls • Percentage of young girls who graduate from high school

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CHILDREN WITH DISABILITIES “Most children with disabilities are diagnosed as unable to learn and denied access to the school system.”

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BACKGROUND >

children to receive education at home. In Azerbaijan, most children with disabilities are diagnosed as “unable to learn” and denied access to the school system. Only a small proportion of children with disabilities attend mainstream school: the majority of children with disabilities attends specialized boarding schools or receives home schooling. Opportunities for children with special needs outside of institutions are limited and many children with disabilities (CWD) are not enrolled in schools. This UNICEF report concludes that there is much needed to be done in CIS countries to improve access, equality, governance and financing of education, including educational arrangements for children with disabled and otherwise disadvantaged children. Children with disabilities in Azerbaijan are educated in: General school 24.1% Boarding school 7.7% Special school 3.5% Inclusive class in school 15.8% Home schooled 48.5% 18 out of 1,000 children are disabled and face discrimination and social exclusion with little or no support for them and their families. Only some 2% of children are registered as disabled. Many teachers of regional schools did emphasize that accessibility is one of the serious barriers for the children with disabilities education. FGD with these teachers revealed that due to lack of public and specialized transportation system in the rural settings of the country many children are deprived of chances to attend mainstream school. These limitations force

58 COMMUNICATING FOR CHANGE AZERBAIJAN

It is also clear that much is need to be done by the civil society organizations with regard to public education (raising awareness among people, parents, etc.) and government advocacy. The study revealed that there is still stigma, wrong perceptions about and limited understanding of issues related to CWD and their families. Moreover, the stigma and misperceptions exist among the families of children with disabilities, who are not empowered enough to take leadership in seeking and creating opportunities for education of their children. (UNICEF) Although attitudes may be changing, public sentiment has traditionally favored the institutionalization of children with disabilities and special needs and those lacking parental care. Children with disabilities, like all children, have important rights under the UN Convention on the Rights of the Child. These rights can be summarized as follows (information to be used in standing banner): • Children with disabilities have the human right to be included in their local community and to do the kinds of things that non-children with disabilities do. • They have the right to support to help them do this. Children with disabilities have the human right to take part in play and leisure activities and to freely express themselves in cultural and artistic ways. They have the right to equal access to cultural, • artistic, recreational and leisure activities. Children with disabilities have the human right to live with their parents unless this is not in their best interests. They have the right to services to make it possible for their families to look after them.

• Children with disabilities have the human right to express their views and for these to be taken into • account. They also have the right to freedom of expression. Children with disabilities who spend time away from home because they need care or treatment have • the human right to a review of the placement at regular intervals Children with disabilities who do not live with their families, temporarily or permanently, have the human right to special protection and assistance which takes account of their ethnic, religious, cultural and linguistic background.

Legislation is needed that requires all public schools to accept government funds to provide equal access to education for children with physical and mental disabilities. Schools need to be required to evaluate disabled students and create an educational plan with parent input that would be as closely as possible the educational experience of non-disabled students.

Criteria for identifying children with disabilities need to be specified. Whether to include mild, moderate, severely and profoundly disabled. The level of physical and/or mental disability should also be designated. Support for children with disabilities needs to include support for parents and caregivers.

01 COMMUNICATION STRATEGY “Children with disabilities, like all children, have important rights under the UN Convention on the Rights of the Child.”

CAMPAIGN OBJECTIVE > Communication objective is to promote positive attitudes and practices among community members and children with disabilities through capacity development, use of mass and traditional media to reinforce the messages on the level of interpersonal communication in the selected communities.

60 COMMUNICATING FOR CHANGE AZERBAIJAN

Community Specific Objectives include: • To increase the number of children with disabilities mainstreamed into local schools and taking part in community activities. • To increase support for children with disabilities. • To remove any stigma linked to children with disabilities. • To ensure every child with disabilities understands his/her rights.

SITUATIONAL ASSESSMENT

MESSAGE DEVELOPMENT

COMMUNITY

CHILDREN WITH DISABILITIES

COMMUNITY

CHILDREN WITH DISABILITIES

Barriers • Lack of understanding of rights of • children with disabilities Stigma associated with the disabled • (they can not achieve) Lack of opportunity to support the disabled

Barriers • Lack of understanding of their rights • Low self esteem associated with community stigma • Lack of infrastructure (transport, school amenities,)

Messages • Children with disabilities have the same right to education as all children. • Children with disabilities have the right to be included in their community. • Children with disabilities have the right to express themselves and have access to cultural, artistic, recreational and leisure activities.

Messages • We have the same right to education as all children. • We have the right to be included in our communities. • We have the right to express ourselves and have access to cultural, artistic, recreational and leisure activities.

Key Behaviors • Better understanding of the rights and • abilities of children with disabilities Stigma associated with the • disabled ends Increased role of the community in supporting the disabled

62 COMMUNICATING FOR CHANGE AZERBAIJAN

Key Behaviors • Better understanding of their rights • Improved self esteem • Improved access to youth and child facilities • Peer support network active

Target Message They Deserve our Support Call to Action Talk to your school/PTA to find out how you can help children with disabilities and log on to www.wedeserveafuture.com.

Target Message We Deserve a Chance Call to Action Talk to your parents/teachers to find out how you can play an active role in your community and log on to

> LOGO DESIGN The logo uses a modern design of a child in a wheelchair reaching for the stars. This shows the ability of a disabled child to take part in today’s world and to be allowed to reach their goals. The slogan “Children with Disabilities Deserve a Future” links with the headlines and can be used both in community and children’s’ campaigns.

LOGO DESIGN

“Public sentiment has traditionally favored the institutionalization of children with disabilities and special needs.”

sample logo in color. to be used on all color print media

sample logo in black and white. to be used on all black and white print media

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03 COMMUNICATION MATERIAL “Children with disabilities, like all children, have important rights under the UN Convention on the Rights of the Child.”

COMMUNITY Research shows that to overcome the obstacles faced by children with disabilities, their needs to be more community awareness to break the stigma associated with the disabled. In addition, the children themselves need to know their rights and develop strong self-esteem.

The community was chosen as the primary target group in order to develop a “disabled friendly” environment in which children with disabilities can learn about their rights and have the opportunity to become a positive force in society.

Children with disabilities also require schools to be “disabled friendly” which includes ramps for wheelchairs, materials that are adapted to their needs, stronger collaboration between teachers and parents, support from peers and transportation.

> LOGO COLOR / PRIMARY CAMPAIGN COLOR Orange is used for the direct campaign for children. It represents a new dawn/hope. The color orange affects us mentally and physically by stimulating activity and encouraging socialization.

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> LEAFLET

> PRINT AD

Point Of Contact : School orientation meetings, community meetings, events for the disabled.

Point Of Contact : womens’ magazines, newspapers.

THEYdeserve our SUPPORT

DIDyou KNOW * Most children with disabilities are diagnosed as “unable to learn” and denied access to the school system. * Only a small proportion of children with disabilities attend mainstream school: the majority of children with disabilities attend specialized boarding schools or receive home-schooling. * 18 out of 1,000 children are disabled and face discrimination and social exclusion with little or no support for them and their families. Children with disabilities are often “invisible” in their communities. They often are labeled as “unable to learn”. But he fact is many adults with either physical or mental disabilities have contributed greatly to their communities.

THEY SUPPORT deserve our

Children with disabilities should have the same rights as every non-disabled child in Azerbaijan. But the fact is many are excluded from society and face the stigma of being labeled as “less intelligent”. Only a quarter of children with disabilities are mainstreamed into local schools. The fact is many of the disabled can live full lives and contribute to society. But they need our help.

Did You Know? • Most children with disabilities are diagnosed as “unable to learn” and denied access to the school system. • Only a small proportion of children with disabilities attend mainstream school: the majority of children with disabilities attend specialized boarding schools or receive home-schooling. • 18 out of 1,000 children are disabled and face discrimination and social exclusion with little or no support for them and their families.

Talk to your school/PTA to find out how you can help children with disabilities.

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If you would like to play a life-changing role in a disabled child’s life contact:

> X BANNER Point Of Contact : schools, events

THEY SUPPORT deserve our

Children with disabilities have the human right to be included in their local community and to do the kinds of things that non-children with disabilities

> POSTER Point Of Contact : schools, public places, government offices

THEY SUPPORT deserve our

do. They have the right to support to help them do

Children with disabilities should have the same

this.

rights as every non-disabled child in Azerbaijan. But the fact is many are excluded from society and face the stigma of being labeled as “less intelligent”. Only a quarter of

Children with disabilities have the human

children with disabilities are mainstreamed into local

right to take part in play and leisure activities and

and contribute to society. But they need our help.

to freely express themselves in cultural and artistic

Did You Know?

ways. They have the right to equal access to cultural,

• Most children with disabilities are diagnosed as “unable to learn” and denied access to the school system. • Only a small proportion of children with disabilities attend mainstream school: the majority of children with disabilities attend specialized boarding schools or receive home-schooling. • 18 out of 1,000 children are disabled and face discrimination and social exclusion with little or no support for them and their families.

artistic, recreational and leisure activities.

Children with disabilities have the human right to live with their parents unless this is not in their best interests. They have the right to services to make it possible for their families to look after them.

schools. The fact is many of the disabled can live full lives

If you would like to play a life-changing role in a disabled child’s life contact:

Children with disabilities have the human right to express their views and for these to be taken into account. They also have the right to freedom of expression.

Children with disabilities who spend time away from home because they need care or treatment regular intervals

> BANNER

Children with disabilities who do not live

Point Of Contact : schools, public places, government offices

have the human right to a review of the placement at

with their families, temporarily or permanently, have the human right to special protection and assistance which takes account of their ethnic, religious, cultural and linguistic background.

DISABLED FRIENDLY

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> T-SHIRT DESIGN

> Hoodys

Promotional items for events and awareness

THEY SUPPORT deserve our

> PROMOTIONAL MATGERIAL Pin Design + Mug Design

THEY SUPPORT deserve our

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THEY SUPPORT deserve our

> PSA Point of Contact : Ttelevision shows targeting families

CU child’s face only (boy around 8 years old under tree)

VO Every child deserves a chance to live a happy and healthy life.

MS child sitting under tree in front of house (don’t see legs) VO A chance to go to school, to grow up and fulfill their dreams.

FS Child in wheelchair

VO For some children it’s not so easy.

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FS Child walks out down road

VO They have a harder road to travel.

FS Man picking up child in car

VO They need extra help to reach their goals.

FS Child sitting in classroom in wheelchair raising hand VO Help to go to school, to work to be a part of their community.

> PSA Point of Contact : Ttelevision shows targeting families

FS Child in wheelchair with friends outside school

VO so they, like every other child, have a chance to fulfill their dreams,

VO Child voice over words + logo Give us a chance

For more information on how you can help a handicapped child be part of their community call:

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VO For more information on how you can help a handicapped child be part of their community call:

04 COMMUNICATION MATERIAL â&#x20AC;&#x153;Stigma and misperceptions exist among the families of children with disabilities.â&#x20AC;?

CHILDREN WITH DISABILITIES Children with disabilities need to know their rights and develop strong self-esteem. Once access to educational and social opportunities are developed and made available in communities, the children themselves need to understand that this is not charity but a basic human right. Taking part in sports, the arts and other extra curricular activities should become a normal part of the child life.

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> LEAFLET

> PRINT AD

Point Of Contact : For use by parents, educators,health workers and community in general.

Point Of Contact : magazines / news papers targeting parents, healthworkers and officials.

WEdeserve a CHANCE

DIDyou KNOW

WEdeserve a CHANCE

Some people say we are “unable to learn” and shouldn’t go to school. In some communities we are “invisible”. But many of us have given much to society. These include scientists, actors, artists, athletes, writers and even world leaders. Knowing our rights is the first step to a brighter future. • We have the same right to education as all children • We have the right to be included in our communities • We have the right to express ourselves and have access to cultural, artistic, recreational and leisure activities. We can achieve our dreams if our community supports us by providing the services we need. Talk to your parents, teachers, health workers, youth leaders or other community members and join the campaign.

We are often diagnosed as “unable to learn” and cannot go to school. We are often “invisible” in our communities. But many disabled people have given much to society. Give us a chance to be a part of your world. Give us a chance to fulfilll our dreams.

If you have a disabled child or know of one in your community talk to other parents and teachers to find out how you can help.

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We have the same right to education as all children We have the right to be included in their community We have the right to express ourselves and have access to cultural, artistic, recreational and leisure activities. If you would like to play a life-changing role in a disabled child’s life contact:

> BANNER

> X-BANNER

Point Of Contact : schools, public places.

Point Of Contact : Schools, Events, Public Places.

WEdeserve a CHANCE If you would like to play a life-changing role in a disabled child’s life contact:

WEdeserve a CHANCE

> POSTER Point Of Contact : schools, public places.

WEdeserve a CHANCE We are often diagnosed as “unable to learn” and cannot go to school. We are often “invisible” in our communities. But many disabled people have given much to society. Give us a chance to be a part of your world. Give us a chance to fulfilll our dreams.

We have the same right to education as all children We have the same right to education as all children We have the right to be included in their community We have the right to express ourselves and have access to cultural, artistic, recreational and leisure activities. If you would like to play a life-changing role in a disabled child’s life contact:

82 COMMUNICATING FOR CHANGE AZERBAIJAN

We have the right to be included in their community We have the right to express ourselves and have access to cultural, artistic, recreational and leisure activities.

If you would like to play a life-changing role in a disabled child’s life contact:

> PROMOTIONAL MATERIAL

t- shirt design.

wrist band

WE deserve a CHANCE

WEdeserve a CHANCE

> PROMOTIONAL MATERIAL pens, calculator, bags for wheel chairs

> PROMOTIONAL MATERIAL stickers + Pins

1+1 7

)

2 .

3 =

Clr

)

WEdeserve a CHANCE

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04 SOCIAL MOBILIZATION

“A lack of public and specialized transportation systems in rural areas means many children are deprived of the chance to attend mainstream school.”

COMMUNITY

CHILDREN WITH DISABILITIES

A pilot project is to be initiated in one district, which has already implemented the Child Friendly School program. The PTA’s will identify children with disabilities in their community. This outreach team (parents, teachers) will meet with the parents of these children to discuss ways in which they can attend school. Working with local authorities to provide transport, wheelchair accessibility and other support as needed.

Children with disabilities that have been successfully mainstreamed into local schools can act as role models for others. They can speak to other children with disabilities and also able-bodied children to explain their challenges and achievements.

Organize short intensive in-service training. The target group is teachers and teacher assistants, and special service workers at schools and kindergartens.

Children with disabilities campaign can work in parallel with the Youth and Sports campaign and the Special Olympics.

These role models can also interact with the media and work with peer counselors and take part in an essay/art competitions.

Students in the same classes as the disabled can be used as part of a “peer support team” to provide tutoring and other support to their disabled classmates. Media tours to report on the situation of the disabled, to include the plight of these children and also success stories. A one-day workshop on the issue should be held prior to the tours.

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05 COMMUNICATION CHANNELS “Legislation is needed that requires all public schools to accept government funds to provide equal access to education for children with disabilities.”

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COMMUNITY • Brochures/posters/leaflets about the rights of children with disabilities, information on what communities can do to help, overall awareness of the issue. • Radio/TV spots at national and local level. • In depth media stories on stigma, community volunteer program. • Website. >

CHILDREN WITH DISABILITIES • Brochures, posters, leaflets covering rights for children with disabilities. • Special programs on national TV and radio focusing on successful children/youth with disabilities programs. • Local radio program hosted by children with disabilities. • Website.

MONITORING A baseline study needs to be undertaken prior to the campaign launch to gauge the understanding of the general public and more specifically the target groups about the issue. A brief baseline study should be conducted before the pilot program begins and followed up between 6-12 months later. A short questionnaire aimed at the community and children with disabilities will provide an insight into the level of awareness of the target groups. Sample questions: 1. Do you think that children with disabilities are given the same opportunity as non-disabled? 2. How do you think children with disabilities are mainly educated? 3. Do you think that children with disabilities should be mainstreamed into schools? 4. Do you think there is a stigma associated with the disabled? 5. If yes, more specifically what is the stigma? 6. What do you think the challenges are that face children with disabilities? 7. Do you think the government should do more to help the disabled? 8. If so, what do you think should be done? 9. Do you think the community could do more to help the disabled? 10. If yes, what could they do? Results • Number of leaflets disseminated to parents • Number of posters displayed in schools/public places • Number of positive media reports/programs/spots aired • Percentage of parents/teachers/officials who understand and accept children with disabilities in local schools • Percentage of schools that are disabled friendly (access, special classes as needed) • Percentage of community members who actively advocate for the rights of children with disabilities • Percentage of children with disabilities who understand their rights • Percentage of children with disabilities who are mainstreamed into schools

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ANEMIA

“Nearly half of all pregnant women and children from poorer families in Azerbaijan are anemic.”

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BACKGROUND >

> Anemia is a lack of red blood cells or hemoglobin that carry oxygen around the body. This means less oxygen is delivered to the tissues. It can lead to preterm delivery, low birth weight and even death. Iron deficiency anemia is the most common type of anemia. It can cause fatigue, dizziness, headaches and chest pain. In severe conditions it can damage your heart, brain and other organs. Pregnant women and children are at special risk of anemia. The body needs iron, vitamin B12 and folic acid to produce more red blood cells. If there is a lack of one or more of these nutrients, anemia will develop. Usually, a woman becomes anemic because her body isnâ&#x20AC;&#x2122;t getting enough iron. Iron is a mineral that helps to create red blood cells. About half of all pregnant women donâ&#x20AC;&#x2122;t have enough iron in their body. In pregnancy, iron deficiency has been linked to an increased risk of preterm birth and low birth weight.Â

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Getting enough iron before getting pregnant: women should get about 15 milligrams (mg) of iron per day. During pregnancy: the amount of iron you need jumps to 30 mg per day. Most pregnant women get this amount from eating foods that contain iron and taking prenatal vitamins that contain iron. Some women need to take iron supplements to prevent iron deficiency. Iron-rich Foods can help lower the risk of anemia including: poultry (dark meat), dried fruits (apricots, prunes, figs, raisins, dates), iron-fortified cereals, bread s and pastas, oatmeal, whole grains, liver and other meats, spinach, broccoli, and other dark green leafy vegetable, baked potato with skin, beans and peas, nuts and seeds.

A more detailed pre campaign assessment is needed to ascertain levels of understanding of the issue and barriers that are likely linked to availability of proper healthcare. What we do know is that in Azerbaijan, 37% of all women have anemia, 45% among pregnant women, 53% breastfeeding women. Up to 45% of children in poorer families are anemic: over half of infants aged six-23 months suffer from anemia while its prevalence among 6- 59 month-old children is 39 per cent. Highest levels of anemia (all types) found in Shaki-Zaqatala, Aran and Dakhlik Shirvan economic regions. This coincides with lower antenatal care from skilled providers.

There is a lack of understanding of the benefits of iron supplements for pregnant mothers.

01 COMMUNICATION STRATEGY “Anemia can lead to preterm delivery, low birth weight and even death.”

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CAMPAIGN OBJECTIVE > Communication objective is to promote positive norms and practices among pregnant women and health workers through the use of mass and traditional media and interpersonal communication in the selected communities

Specific Objectives include: • To increase the number of pregnant women obtaining prenatal care and more specifically treatment for anemia and anemia prevention. • To promote awareness of the effect anemia can have on pregnant women and their unborn children. • To increase the popularity of use of supplements by pregnant women and awareness of the benefits among health workers. • To increase the number of healthy births across Azerbaijan.

SITUATIONAL ASSESSMENT >

MESSAGE DEVELOPMENT >

PREGNANT WOMEN

HEALTH WORKERS

Barriers • Lack of information and understanding of the benefits of iron rich foods and supplements. • Lack of support from health workers

Barriers • Lack of understanding about the benefits of iron supplements. • Lack of communication materials to support education of pregnant mothers

Key Behaviors • Pregnant women seek information about anemia from health workers • Pregnant women eat iron rich foods and take iron supplements if needed

Key Behaviors • Health workers actively provide information about anemia prevention • Health workers provide treatment including iron supplements to pregnant women in need.

All TARGET MARKETS

PREGNANT WOMAN

Key Messages • Anemia is a lack of iron in your blood. It can damage your heart, brain and other organs and lead to preterm delivery, low birth weight and even death.

Target Message Anemia: Don’t let it hurt you or your baby

• Pregnant, nursing women and children are at high risk for anemia. • Eating a healthy diet full of iron-rich foods and, in some cases, taking an iron supplement, can prevent anemia.

Call to Action Talk to your health worker to find out what you need to do to prevent anemia and log on to www.anemia.com for more information

HEALTH WORKERS Target Message It’s Up to You! Call to Action Log on to www.anemia.com to find out more information about the cause and treatment of anemia.

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> LOGO DESIGN The logo depicts a happy, healthy pregnant mothers and iron rich foods. The Care for Yourself, Care for your Baby slogan reflects the need for a pregnant woman to stay healthy for the sake of her child.

LOGO DESIGN

“Anemia can lead to preterm delivery, low birth weight and even death.”

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101

PREGNANTT WOMEN Women, who are pregnant, particularly for the first time, are often given advice from relatives and friends that can mislead the mother-to-be. Old wives tales are prevalent in society. Some women believe that all vitamins and supplements can be harmful. While, many women still do not get the correct information when they go for prenatal visits or know what questions to ask. It is vital that each mother-to-be is empowered with

COMMUNICATION MATERIAL

the information she needs in order to take control

“There is a lack of understanding of the benefits of iron rich foods and supplements for pregnant mothers.”

of her health during pregnancy.

CAMPAIGN COLOR Red: Symbolizes blood and the word Stop = Stop Anemia. Green: Reflects many iron rich vegetables and the word Go. Together this provides a “problem / solution” message.

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> LEAFLET

> PRINT AD

Point Of Contact : health centers, community centers

Point Of Contact : women’s magazines, newspapers.

What you need to know about

Anemia Being pregnant is a very special time in a woman’s life. Taking care of yourself is the best thing you can do for your baby and that means staying healthy.

Anemia is a lack of red blood cells or hemoglobin that carry oxygen around the body. This means less oxygen is delivered to the tissues. It can lead to preterm delivery, LBW and even death. Iron deficiency anemia is the most common type of anemia. It can cause fatigue, dizziness, headaches and chest pain. In severe conditions it can damage your heart, brain and other organs. Pregnant women and children are at special risk of anemia. The body needs iron, vitamin B12 and folic acid to produce more red blood cells. If there is a lack of one or more of these nutrients, anemia will develop. The good news is anemia is easy to prevent. Eating a healthy, balanced diet, full of iron, folic acid and vitamin C rich foods and, taking iron and folic acid supplements can solve the problem. A diet healthy in iron-rich foods is key. A pregnant woman needs 27 mg of iron a day. Iron can be found in: Poultry (dark meat), Dried fruits (apricots, prunes, figs, raisins, dates), Iron-fortified cereals, bread s and pastas, Oatmeal, Whole grains, Liver and other meats, Spinach, broccoli, and other dark green leafy vegetable, potato with skin, Beans and peas, Nuts and seeds.

Anemia

Don’t let it hurt you or your baby Anemia is a lack of iron in your blood. It can damage your heart, brain and other organs and lead to preterm delivery, low birth weight and even death. Eating a healthy diet full of ironrich foods and, in some cases, taking an iron supplement, can solve the problem. Pregnant, nursing women and children are at high risk Talk to you health care provider to find out how you can prevent anemia

A daily iron supplement is also a good way to ensure you and your baby are getting enough

Talk to you health care provider to find out how you can prevent anemia

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105

> POSTER

> X BANNER

Point Of Contact : health centers, public places

Anemia

Donâ&#x20AC;&#x2122;t let it hurt you or your baby

Anemia is a lack of iron in

Eating a healthy diet full

Pregnant, nursing women

your blood. It can damage

of iron-rich foods and, in

and children are at high

your heart, brain and other

some cases, taking an iron

risk

organs and lead to preterm

supplement, can solve the

delivery, low birth weight

problem.

and even death.

Talk to you health care provider to find out how you can prevent anemia

Anemia is a lack of iron in your blood. It can damage your heart, brain and other organs and lead to preterm delivery, low birth weight and even death. Eating a healthy diet full of ironrich foods and, in some cases, taking an iron supplement, can solve the problem. Pregnant, nursing women and children are at high risk

Talk to you health care provider to find out how you can prevent anemia

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107

> T-SHIRT DESIGN

> SIGNAGE

Promotional Items for events and awareness

Point of Contact: supermarkets, fresh produce sellers

Talk to you health care provider to find out how you can prevent anemia

> PROMOTIONAL MATERIAL

> SHOPPING BAG

Pin Design + Sticker Design

Point of Contact: supermarkets, fresh produce sellers

Talk to you health care provider to find out how you can prevent anemia

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> PSA The PSA uses a TV news presenter to validate the information about the dangers of anemia. The family, which includes a pregnant mother, father and small child, are uses as “communicators” of the right messages. A scene at the dinner table which features iron rich foods is used to reinforce the messages.

FS Family (mother father small child 7 years old) watching TV

Frame shows bullet points: pre-term delivery, low birth rate, and death VO Newscaster: and lead to pre-term delivery, low birth weight and even death.

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FS TV screen newscaster man: Newscaster: Breaking news: a new report found that about half of all pregnant women in Azerbaijan suffer from anemia. .

CU mom watching: Newscaster: Anemia can occur when you don’t have enough iron in your blood. It can damage your heart, brain and other organs

CU Close up mom watching: Newscaster: Anemia can occur when you don’t have enough iron in your blood. It can damage your heart, brain and other organs

VO TV Newscaster: But the good news is that anemia is easy to prevent. Talk to your health worker to find out how.

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> PSA

CU Family goes to dining table where there lots of iron filled food

Dad and mom at table

Little girl at table

Family talking eating together

VO Girl: Do I have anemia mother?

Mom (laughs serves food to daughter) VO Mom: No of course not you eat a lot of healthy foods like green vegetables, lentils, meat and dried fruits.

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VO Dad: Thatâ&#x20AC;&#x2122;s right and mommy takes an extra iron supplement every day to make sure both she and your new little brother are healthy. (Mom smiles and pats tummy)

VO If you are pregnant or nursing make sure to eat a healthy diet full of iron rich foods. You may need an iron supplement to help.

Graphic Frame

VO Care for yourself, Care for your baby

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04 COMMUNICATION MATERIAL “The highest levels of anemia are found in Shaki-Zaqatala, Aran and Dakhlik Shirvan economic regions.”

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HEALTH WORKERS Health workers, including doctors, nurses and particularly midwives do not always have the information they need to support pregnant women. Detailed information, including the need for iron supplementation is not always available especially in remote rural areas. The materials designed here can help support the health worker in overcoming barriers related to iron supplements and healthy diets. The health worker is also given promotional items to help build selfesteem within the program.

> HEALTH WORKERS CAMPAIGN COLOR Red: Symbolizes blood and the word Stop = Stop Anemia. Green: Reflects many iron rich vegetables and the word Go. Together this provides a “problem / solution” message

Primary Color

Secondary Color

C: 0 M:100 Y: 100 K: 0

C: 85 M:10 Y: 100 K: 10

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> PROMOTIONAL MATERIAL

> LEAFLET

T- shirt design.

Point Of Contact : health clinics, during training

IT’S UP TO YOU

> PROMOTIONAL MATERIAL Stickers + Pins

IT’S UP TO YOU

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Save pregnant women from the dangers of anemia.

IT’S UP TO YOU

Save pregnant women from the dangers of anemia.

Iron supplementation is the most common strategy currently used to control iron deficiency in developing countries. This is likely to remain the case until either significant improvements are made in the diets of entire populations or food fortification is achieved.

Supplementation is most often used to treat existing iron deficiency anemia. Supplementation programs, especially for pregnant women, operate in developed as well as in developing countries. If a blood test indicates iron deficiency the recommended dosage for pregnant women is 60 mg a day. (WHO) In order to absorb as much of the iron as possible, it’s best to take iron pills on an empty stomach. Wash them down with water or orange juice (the vitamin C helps with absorption), but not with milk (calcium interferes with absorption). Coffee and tea also hinder absorption. Besides iron, the body also needs vitamin B12 and folic acid to produce more red blood cells. If there is a lack of one or more of these nutrients, anemia will develop. Eating a healthy, balanced diet, full of iron, folic acid and vitamin C rich foods and, taking iron and folic acid supplements can solve the problem.

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> FLIP CHART Point of contact : health clinics, during training

What is Anemia?

Why is Iron Important?

Anemia occurs when the number or size of a person’s red blood cells are too low. Red blood cells are important because they carry oxygen from your lungs to all parts of your body.

Iron is a mineral that helps to create red blood cells. Women become anemic because they aren’t getting enough iron.

What is Anemia?

Why Is Iron Important?

WHAT IS ANEMIA?

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> FLIP CHART continued Point of contact : health clinics, during training

Why do women get Anemic during pregnancy?

What are the signs of Anemia?

Anemia is common in pregnancy because a woman needs to have enough red blood cells to carry oxygen around her body and to her baby. About half of all pregnant women donâ&#x20AC;&#x2122;t have enough iron in their body.

Anemia takes some time to develop. In the beginning, you may not have any signs or they may be mild. But as it gets worse, you may have these

Besides iron, the body also needs vitamin B12 and folic acid to produce more red blood cells. If there is a lack of one or more of these nutrients, anemia will develop.

Why Do Women Get Anemic During Pregnancy?

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Symptoms: Fatigue Weakness, Dizziness, Headache, Numbness or coldness in your hands and feetLow body temperature, Pale skin,Rapid or irregular heartbeat, Shortness of breath, Chest pains, Irritability.

What are the signs of anemia?

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> FLIP CHART continued Point of contact : health clinics, during training

What can happen if you are pregnant and Anemic?

How do I get iron into my diet?

Iron-deficiency anemia during pregnancy is linked to an increased risk of preterm delivery and low birth weight. It's also associated with a higher risk of stillbirth or newborn death. It can also damage your heart, brain and other organs and increase your chance of getting infections.

Eating iron rich foods such as Poultry (dark meat), Dried fruits (apricots, prunes, figs, raisins, dates), Iron-fortified cereals, bread s and pastas, Oatmeal, Whole grains, Liver and other meats, Spinach, broccoli, and other dark green leafy vegetable, potato with skin, Beans and peas, Nutsand seeds

What can happen If you are pregnant And anemic?

How do i get iron into my diet?

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> FLIP CHART continued Point of contact : health clinics, during training

What about iron supplements? If you are anemic, your health care provider may prescribe an iron supplement. Some iron supplements may cause heartburn, constipation or nausea. Here are some tips to avoid or reduce these problems: Take the pills with meals, Start with small doses and work your way up to the fulldose slowly, Avoid taking iron pills at bedtime and drink more water.

What About Iron Supplements?

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Now you know how important it is for you to protect yourself and your baby from anemia. anemia is a dangerous disease but the good news is it is easy to prevent. care for yourself care for your baby

Protect Yourself And Your Baby From Anemia

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04 SOCIAL MOBILIZATION

â&#x20AC;&#x153;A more detailed pre-campaign assessment is needed to ascertain levels of understanding of the issue and barriers.â&#x20AC;?

PREGNANT WOMAN Mothers-to-be should be given information on the dangers of anemia during their first examination. Group discussion led by a health worker should be held to discuss this and other issues. Pregnant women who have successfully overcome anemia can be used as role models in the group discussions. Participants can be asked to create shopping lists/recipes of iron-rich foods that are available in their area. An iron-rich food contest can be held at the clinic or community center. >

HEALTH CARE WORKERS Training in the dangers of anemia, including monitoring skills, in high-risk areas. Health workers should develop links with local media to raise awareness of anemia and other maternal health risks. Health workers can also speak at local high schools during life skills classes.

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05 COMMUNICATION CHANNELS “Anemia is common in pregnancy because a woman needs to have enough red blood cells to carry oxygen around her body and to her baby.”

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PREGNANT WOMAN • Brochures/posters/leaflets about the dangers of anemia • Radio/TV spots at national and local level • Media stories focusing on dangers of anemia and prevention • Website >

HEALTH WORKERS • Brochures/posters/leaflets/flipcharts about dangers of anemia • Special programs on national TV and radio focusing on health workers who actively promote anemia prevention • TV/Radio talk shows on anemia prevention • Website

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MONITORING A short baseline study to determine the level of awareness in the pilot areas should be conducted prior to the launch of the campaign and followed up midway through and at the end of the campaign. The study should focus on both target groups and be followed up with a results-oriented study to determine the future direction of the campaign.

Sample questions: 1. Do you know what anemia is? 2. If yes, what are the symptoms? 3. Do you know who is at special risk for anemia? If yes, who? 4. Do you know how to prevent anemia? 5. If yes, how? 6. Do you know how to treat anemia? 7. If yes, how? 8. Would you take an iron supplement if prescribed by a doctor to treat or prevent 9. anemia? If no why? 10. What types of foods do you think pregnant women should eat?

Results • Number of leaflets disseminated to pregnant women • Number of leaflets and flipcharts provided to health workers • Number of TV reports/spots aired • Number of promotional items disseminated • Percentage of parents and health workers that are aware of the issue and the dangers of anemia • Percentage of health workers advocating for anemia treatment • Percentage of pregnant mothers who have anemia • Percentage of pregnant women who have received treatment for anemia • Percentage of those women who were given iron supplements • Percentage of newborns that have anemia

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YOUTH & SPORTS

“The power of sports and play are being used to promote various messages including inclusion of children with disabilities, girls’ participation, HIV prevention and an overall healthy lifestyle.”

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BACKGROUND >

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Sports, recreation and play improve both body and mind. Important life lessons about respect, leadership and cooperation can be learned on the playing field. They help promote equality and bridge divides between different groups of people.

sports are more likely to experience academic success and graduate from high school. Sports help develop teamwork and leadership skills as well as develop motor skills, and strategic thinking. Bottom line: overall regular exercise increases quality of life.

The participation of children and youth in schools, community action, media, and governance has gained growing support over the past 15 years. Research has shown that there are a myriad of benefits for children and young people who participate in sports. This includes not only better overall health, but also a reduction in use of cigarettes, illegal drugs and involvement in criminal activities. Young people who get involved in sports have better self-esteem and confidence. Sports help kids develop discipline. They learn to set goals and then work to achieve those goals. They learn that by working hard they can accomplish the things that they want to in their lives. Statistics show that children and young people who are involved in

In Azerbaijan, sports for development is gradually obtaining more and more proponents among decision makers, communities and children. Two modules for child play in schools (TOPS and Red Ball Child Play) have been introduced in number of schools, although they are not in the curriculum of the Ministry of Education yet. Many coaches and physical education teachers use these modules and there is significant evidence that children enjoy these classes. Sporting events are being used for disseminating various messages including inclusion of children with disabilities, girls’ participa-

tion, HIV prevention and an overall healthy lifestyle. Information received through sports and play are often more easily accepted by children and their parents. Children at play are constantly at work – making new observations, asking and responding to questions, making choices and extending their imaginations and creativity. Play gives children the stimulation and physical activity they need to develop their brains for future learning. Through play, children explore, invent and create. They develop social skills and ways of thinking, learn how to deal with emotions, improve their physical abilities, and find out about themselves and their capabilities. A child’s play forms a solid foundation for a life of learning. Practice for life - Through sport, recreation and play, children and adolescents learn to exercise judgment and think critically while finding solutions to problems. They promote the spirit of friendship, solidarity and fair play,

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> teaching teamwork, self-discipline, trust, respect for others, leadership and coping skills. Essential to ensuring that children develop into responsible and caring individuals, they help young people meet the challenges they face and prepare them to assume leadership roles within their communities. Sport for equity â&#x20AC;&#x201C; Reaching all children (socially excluded and vulnerable) - Sport is an effective way to reach children and adolescents who are often excluded and discriminated against, including orphans, children with mental and physical difficulties, children living or working on the street, sexually exploited children and children from indigenous communities. Sport offers them companionship, support, a sense of belonging and connectedness. Sport for all participation of girls and children with disabilities - Children and adolescents are often sidelined because they are physically, mentally or visually disabled, or because they live in areas blighted by poverty, violence and or because they are female. They lose more than the simple joy of having fun in their childhood; they also lose valuable skills that playing sports can bring to their lives. Often, it is the same children kept off the playing field who are kept out of the classroom. Sport can be a powerful

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tool in promoting equality for all. Sport helps children with disabilities gain confidence that they can then apply to other aspects of their lives. When the focus is on scoring a goal or shooting a basket, childrenâ&#x20AC;&#x2122;s abilities become important, not their disabilities, When combined with health information, sports can also be used to educate communities on ways to prevent disabilities, and to stress the importance of vaccination, proper nutrition and the use of iodized salt. Sport can help girls and young women claim their place in society. It can help girls gain respect for their bodies and develop selfesteem. It allows them to form friendships. It teaches girls self-sufficiency, personal autonomy and leadership. Challenging the stereotype that girls are weaker than boys,

good health practices and ways to prevent illness and disease, information and skills that children can take home to their families. After-school recreation programs in and around schools are excellent ways to create safe spaces for children and adolescents, as well as to continue learning beyond the classroom. Providing assistance with homework, nutrition, health and hygiene education, life skills education and job skills training during afterschool activities helps children to reach their full potential. Finally, sports can promote family and community involvement in education. Parents can become active in their childrenâ&#x20AC;&#x2122;s education by participating as coaches and attending after-school matches and sport events.

Sport for quality education - Reaching large numbers of children and adolescents, schools are an ideal place to provide opportunities for sport, recreation and play. In turn, sport, recreation and play improve the quality of education by developing the whole child, not just their intellectual capacities. They boost school enrolment and attendance and improve learning and educational achievement. Physical education classes promote

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01 COMMUNICATION STRATEGY “Children and young people who are involved in sports are more likely to experience academic success and graduate from high school.”

CAMPAIGN OBJECTIVE > To increase the number of children and young people, including those with disabilities, who actively participate in sports and promote a healthy lifestyle through the use of mass and traditional media and interpersonal communication.

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Specific Objectives include: • Increased awareness of the benefits of sports and inclusion of children with disabilities • Increased number of children participating in sports • Number of sports facilities increased • Increased number of children with disabilities involved in sports

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SITUATIONAL ASSESSMENT

COMMUNITIES/PARENTS Barriers • Lack of awareness of the benefits of sports and healthy living for children and young people • Lack of facilities in some areas • Lack of opportunity for parental involvement in youth sports • Lack of understanding of how children with disabilities can be involved in sports Key Behaviors • Increased knowledge of the benefits of sports and healthy living for children and young people • Increased demand and support for new sport facilities • Increased parental involvement in sports • Communities actively involve children, including those with disabilities in sports and play activities. with disabilities in sports

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MESSAGE DEVELOPMENT

GOVERNMENT OFFICIALS/ SPORTS ORGANIZATIONS Barriers • Shortage of sports facilities in some regions • Lack of specific sports programs for children with disabilities and special needs • Lack of community based sports programs Key Behaviors • Development of new sports facilities that are accessible to children with disabilities • Development of sports programs for children with disabilities and for the community

COMMUNITY/PARENTS Messages • Sports not only help strengthen the body but also help prevent disease and reduce symptoms of stress and depression • Sports can improve learning and academic performance • Sports can improve confidence and self esteem Call to Action: For more information talk to your child’s sports coach or log on to SportsforAll.com

GOVERNMENT OFFICIALS/SPORTS ORGANIZATIONS Message Making Sports Accessible to All Children Alternate Messages: Equal opportunity for children with disabilities to participate in sports and play. Creating an enabling environment for every community to use the power of sport.

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02 LOGO DESIGN

“Through sports, recreation and play, children and adolescents learn to exercise judgment and think critically while finding solutions to problems.”

> LOGO DESIGN The arrow represents movement and direction. The position, pointing forward and upwards, depicts achievement. The slogan “Get Involved” Sports for All highlights the core of the campaign.

> LOGO COLOR Orange represents vitality, strength and endurance. Blue represents cooperation, friendship and confidence. .

C: 0 M: 64 Y: 100 K: 0

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C: 77 M: 17 Y: 7 K: 0

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03 COMMUNICATION MATERIAL “Sports help develop teamwork and leadership skills as well as develop motor skills, and strategic thinking.”

> PRINT AD Point Of Contact : Local and national newspapers, sports publications

YOUTH SPORTS:TRAINING FOR LIFE

There are many benefits for children and young people who take part in sports regularly and they are not just physical.

Did you know? 1.Sports not only help strengthen the body but also help prevent disease and reduce symptoms of stress and depression 2.Sports can improve learning and academic performance 3.Sports can improve confidence and self esteem For more information talk to your child’s sports coach or log on to sports for all.com

COMMUNICATION MATERIAL

LOGO

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> LEAFLET Point Of Contact : Schools, Sporting Events

DID YOU KNOW? 1. Sports not only help strengthen the body but also help prevent disease and reduce symptoms of stress and depression 2. Sports can improve learning and academic performance 3. Sports can improve confidence and self esteem

YOUTH SPORTS:TRAINING FOR LIFE

There are many benefits for children and young people who take part in sports regularly and they are not just physical.

Sports are not only for those who are talented. All children can benefit from taking part in sports including those with special needs and disabilities. And thereâ&#x20AC;&#x2122;s more. Research shows that young people involved in sports are less likely to start smoking or take illegal drugs. Sports can also help keep kids off the streets and they are less likely to become involved in criminal activity. The benefits are long term. Young people who get involved in sports are much more likely to maintain a healthy lifestyle as adults.

For more information talk to your childâ&#x20AC;&#x2122;s sports coach or log on to sports for all.com

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> BANNER Point Of Contact : Sports facilities, schools, public places

> POSTER Point Of Contact :Sports facilities, schools, public places

YOUTH SPORTS:TRAINING FOR LIFE

There are many benefits for children and young people who take part in sports regularly and they are not just physical. Did you know? 1.Sports not only help strengthen the body but also help prevent disease and reduce symptoms of stress and depression 2.Sports can improve learning and academic performance 3.Sports can improve confidence and self esteem For more information talk to your childâ&#x20AC;&#x2122;s sports coach or log on to sports for all.com

YOUTH SPORTS:TRAINING FOR LIFE

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04 SOCIAL MOBILIZATION

“Sports are an effective way to reach children and adolescents who are often excluded and discriminated against.”

COMMUNITY/PARENTS Through schools or existing sports programs the Sports for All campaign should be socialized. This includes workshops and discussions with parents, athletes and young people.

> Building on existing sports associations and school programs, develop a volunteer coaching program for parents and young athletes. The goal of the program is to provide children and young people with enough coaches and trainers to support the sport activities. The training should include women sports coaches and athletes so they can also act as role models for young women, particularly those at risk. Special teams consisting of children with disabilities and special needs to be developed using the same resources. Physiotherapists and other medical experts to be involved in developing this program to ensure that the medical needs of the participants are fully met. The focus should be on the most deprived areas of the country and take into consideration what facilities are available for specific sports. Local sports teams can be sponsored by local businesses that provide uniforms and equipment (with their logo too) to support specific sports.

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The media, specifically sports reporters, should be invited to events and meetings to provide support and raise awareness.

GOVERNMENT OFFICIALS/SPORTS ORGANIZATIONS Advocacy A workshop to be organized in order to bring together decision-makers, athletes, teachers, parents and representatives of the disabled to develop an inclusive sports program. This includes developing the volunteer coaching program and securing funds for equipment, promotion and transportation for children with disabilities. Can work in collaboration with Azerbaijan Special Olympics Committee. A Sport Ambassador program can help inspire more children to take part in PE and school sport. They promote the benefits of sport and a healthy lifestyle to young people. They visit schools and sporting events across the country to support the initiatives and help increase young people’s enjoyment of sport. These sporting events can also be used as a venue to raise awareness of other “Healthy Living” initiatives such as HIVAIDS prevention, Justice for Juveniles program and the Stop Early marriage campaign.

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Communication Channels may be, but not limited to utilization of mass and traditional media to promote knowledge and positive attitudes and reinforcement messages.

COMMUNITY/PARENTS

GOVERNMENT OFFICIALS/SPORTS ORGANIZATIONS

• Brochures/posters/leaflets about benefits of sports and healthy living for distribution. Radio/TV spots focusing on: • Sports for All • Sports for children with disabilities • Parent coaching volunteers • TV/Radio talk shows featuring volunteer coaches, youth athletes. • Website to provide additional information

COMMUNICATION CHANNELS “Sports expose girls to female role models, making goals in other areas of their lives seem attainable.”

• TV/Radio Talk shows • Media orientation on issue and for launching of new sports facilities • Healthy Life TV programs and features featuring top athletes • Special sports programs/competitions on television • Support for website

MONITORING • • • • •

• • •

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Number of leaflets disseminated to community Number of posters displayed in sports facilities/ schools/public places Number of positive media reports/programs/ spots aired Percentage of adults who advocate for the benefit of sports for young people Percentage of adults who supports children with disabilities’ participation in sports, play and recreation activities. Percentage of young people actively involved in a sport, play and recreation activities. Number of adults who jointed or part of a coaching program Percentage of adults/children/youth who have heard about the Sports for All program through the media

• Number of key decision makers who fully understand the benefits of sports for children and young people • Number of decision makers in specific districts who are actively involved in promoting sports for young people. • Number of decision makers who are supporting the volunteer coaching program • Number of decision makers who have allocated funds for equipment and transportation of children with disabilities. • Number of decision makers who have mainstreamed other Healthy Living programs into sporting events

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EDUCATION “Denying children access to quality education increases their vulnerability to abuse, exploitation and disease.”

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BACKGROUND > Education is universally recognized as one of the most fundamental building blocks for human development and poverty reduction. When given the opportunity to learn, people are empowered to contribute fully to the development of their lives, their communities, and their countries. Education remains one of the most powerful instruments for reducing poverty and inequality and helps lay the foundation for sustained economic growth. (World Bank) A RAND Corporation study found that effective early childhood programs return more to society in benefits than they cost, including enabling youngsters to lead more successful lives and be less dependent on future government assistance. The early years are the most important time in a child’s social, emotional, behavioral and educational development. Educational environments must be safe, healthy and protective, endowed with trained

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teachers, adequate resources and appropriate physical, emotional and social conditions for learning. Denying children access to quality education increases their vulnerability to abuse, exploitation and disease. In Azerbaijan, according to DHS conducted in 2006, only 9% of children attend preschool that drops to 2% in rural areas. Most parents’ say they think pre-school is important and they could afford to send their children to study if there were a kindergarten available. But pre-schools, already in short supply, have been disappearing rapidly as the result of a government privatization programme. Only 15 Child Friendly Schools are in the country. Active learning focused on the child is officially recognized as the best way to educate a child. However, in practice, the program is still not fully implemented, in terms of the application and utilization of resources. In addition, children with disabilities are not regularly mainstreamed into local

schools. Levels of education are low in many areas: of some 100,000 children applying for university entrance in 2006, two-thirds failed to reach the minimum standard. Parents’ involvement in their child’s educational development is key to success of the child and school as a whole within the wider framework of Parents and Teachers Association. Parents or teachers do not wholly understand this. Key issues • Lessons are outdated and do not prepare children for the modern world. • Schools are underfunded, with poor equipment and rundown buildings. • Few children are in pre-school education and numbers are dropping. • Enrolment after primary school is low. • Early marriage can cause girls to drop out of school. • More than 48,000 children with disabilities are out of the mainstream educational system.

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01 COMMUNICATION STRATEGY “In Azerbaijan, only 9% of children attend pre-school and that drops to 2% in rural areas.”

CAMPAIGN OBJECTIVE > Communication objective is to promote creative learning environment for children and expanded pre-school opportunities for all through the use of mass and traditional media and interpersonal communication.

Specific Objectives include: • To increase the understanding and participation among parents/teachers and decision-makers of the need of pre-school and active learning for all children

• To increase awareness of the need for active learning among teachers, parents and decision-makers

• To increase the number of young children attending pre-school

• To increase the number of CFS • To increase the number of PTA’s

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SITUATIONAL ASSESSMENT

PARENTS Barriers • Lack of awareness of the importance of pre-school • Lack of pre-schools and alternative preschool education models. • Lack of awareness of the benefits of child friendly schools • Lack of awareness of the importance of PTA involvement Key Behaviors • Parents understand benefits of and participate in pre-school and are provided with facilities to educate their younger children. • Increased number of Child Friendly Schools • Parent Teacher Associations expandedwith disabilities in sports

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MESSAGE DEVELOPMENT

TEACHERS/ EDUCATION OFFICIALS Barriers • Lack of awareness of the benefits of child friendly schools and pre-school education • Lack of nationwide CFS program • Lack of pre-schools

PARENTS Primary Messages • Children who attend preschool increase their chances of success. • Schools should be “child friendly” and focus on the specific needs of all children including the children with disabilities. • Parental involvement in school means students have higher test scores and stronger self-esteem.

TEACHERS/ EDUCATION OFFICIALS Message The Education Initiative Providing a Future for Every Child Call to Action: For more information on improving educational opportunities for children talk to educators in your area talk to or log on to www. EducationA-Z.com

Key Behaviors • To increase awareness of the benefits of CFS and pre-school education • To gain support for expanding CFS • To gain support for expansion of pre-school program

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02 LOGO DESIGN

“More than 48,000 disabled children are out of the mainstream educational system.”

> LOGO DESIGN The logo depicts a group of children who represent the right of all children to an education.

> LOGO COLOR The primary color green represents youth, hope and life. The use of 4 secondary colors depicts inclusion. Pink= girls, truth Blue=boys, wisdom Purple=self assurance, independence Orange=energy, goals and success .

Primary Color / Campaign color

C=50 M=0 Y=100 K=0

Logo color pallete

C=10 M=100 Y=50 K=0

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C=0 M=59 Y=85 K=2

C=50 M=100 Y=0 K=0

C=85 M=50 Y=0 K=0

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The campaign will cover the three main education objectives that can be further explored in separate campaigns once general public awareness of the issue is achieved. > PRINT AD Point Of Contact : newspapers, family magazines, youth publications

COMMUNICATION MATERIAL

“Active learning focused on the child is not officially recognized as the best way to educate a child.”

COMMUNICATION MATERIAL

Every child has a right to a good education.

Children who attend preschool increase their chances of success. Schools should be “child friendly” and focus on the specific needs of all children including children with disabilities. Parental involvement in school means students have higher test scores and stronger self-esteem.

For more information on how you can help talk to your local teachers and education office or log on to www.educationforall.com

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> POSTER

> LEAFLET

Point Of Contact :schools, public places

Point Of Contact : schools, community events

Did You Know?

• Children who attend preschool increase their chances of success. • Schools should be “child friendly” and focus on the specific needs of all children including children with disabilities. • Parental involvement in school means students have higher test scores and stronger self-esteem. Pre-school The benefits of a good education begin when a child enters pre-school. A child learns more in the first 6 years of life than at any other time. Pre-school not only provides basic educational needs but also helps the child social skills and self confidence that paves the way for success in elementary school and beyond.

Every child has a right to a good education. Education is a fundamental human right. Every child deserves a quality education that will provide them with the tools they need to have a fulfilling life.

Child Friendly Schools (CFS) Child friendly schools are a UNICEF initiative that promotes education that focus’ on the child. A child-friendly school ensures every child, including the disabled, an environment that is physically safe, emotionally secure and psychologically enabling. Children who attend CFS are excited to go to school each day and are more eager to learn. There are currently more than a dozen CFS schools in Azerbaijan. Parent & Teacher Association (PTA) PTA’s play

Every child has a right to a good education.

a key role in the success of all students. When parents are involved in children’s schools and education, children have higher grades, improved behavior at home and school, and better social skills and adaptation to school.

For more information on improving educational opportunities in your in your area talk to an educator or log on to www.EducationA-Z.com

For more information on how you can help talk to your local teachers and education office or log on to www.educationforall.com

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04 SOCIAL MOBILIZATION

“Parents’ involvement in their child’s educational development is key to success of the child and school as a whole.”

PARENTS Schools to support initial meeting with parents with the aim of developing a PTA. Parents and teachers who have succeeded in developing such a program can be invited to explain the process and benefits. Once a strong PTA is formed and all members are aware of the benefits of pre-school and CFS, local education officials can be invited to discuss how to implement these programs in their communities. In order to support PTA activities, fundraisers including book sales, family sporting competitions, raffles and sponsorship from local business’ can be developed.

TEACHERS/ EDUCATION OFFICIALS Advocacy Launch The Education Partnership, a government/UNICEF supported group comprising of education officials, teachers, principals, education specialists and parents (PTA). The partnership will meet regularly at national and local level to develop a plan to improve their schools. In order to gain momentum for the program and advocate successfully with government and private partners it is necessary to create communication materials to engage the audience. This includes a video showing the benefits of CFS. A short study should be conducted to compare test results of CFS vs. traditional school in one district. Leaflets explaining the benefits of CFS and pre-school should be developed using the same design/layout as the community materials. One these materials are developed round table discussions with educators, key government officials, parents at national and district level can be held. Engage media to follow up on the round table and to promote CFS

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05 COMMUNICATION CHANNELS “Early childhood programs return more to society in benefits than they cost, including enabling youngsters to lead more successful lives.”

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COMMUNITY/PARENTS

TEACHERS/EDUCATION OFFICIALS

• Printed materials: brochures/posters/leaflets about importance of education for all, parents’ involvement in child education, importance of pre-school. • Radio/TV spots at national and local level. • Website

• Special education programmes on national TV and radio stations on “Education for All”. • Printed materials: brochures that explain in detail benefit of pre-schools and child friendly schools. • Website

MONITORING • • • • • • • • •

Number of leaflets disseminated to parents Number of posters displayed in schools/public places Number of positive media reports/programs/spots aired Percentage of parents/teachers/officials who understand benefits of pre-school and child friendly schools Percentage of parents/teachers/officials who understand Education for All concept Percentage of parents/teachers involved in PTA’s Percentage of parents/teachers/officials involved in Education Initiative Number of children attending pre-school Number of CFS schools

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INFANT & YOUNG CHILD FEEDING “Rates of exclusive breastfeeding in Azerbaijan continue to be among the lowest in the region.”

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BACKGROUND > Breastfeeding is the normal way of providing young infants with the nutrients they need for healthy growth and development. Virtually all mothers can breastfeed, provided they have accurate information, and the support of their family, the health care system and society at large. Colostrum, the yellowish, sticky breast milk produced at the end of pregnancy, is recommended by WHO as the perfect food for the newborn, and feeding should be initiated within the first hour after birth. Exclusive breastfeeding is recommended up to 6 months of age, with continued breastfeeding along with appropriate complementary foods up to two years of age or beyond. Azerbaijan has adopted the International Code of Marketing of breast milk substitutes, which establishes minimum standards to regulate the marketing practices of formula companies. However, the code has not been fully implemented.

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Adequate complementary feeding of children from 6 months to two years of age is particularly important for growth and development and the prevention of under-nutrition. Childhood under-nutrition remains a major

• Rates of exclusive breastfeeding continue to be among the lowest in the region

health problem in resource-poor settings. Approximately one-third of children less than five years of age in developing countries are stunted (low height-for-age), and large proportions are also deficient in one or more micronutrients. That means they require the addition of nutrient dense, high quality foods in sufficient quantities to their diet along with continued breastfeeding.

• Stunting among children under five - 25%

• Exclusive breastfeeding rate - 12%

In Azerbaijan, among those that do exclusively breastfeed, the number significantly drops after the child reaches 3 months of age. 81% of 4-5 month olds are bottle-fed. In Guba stunting rates are as high as 50%.

Stunting does not come easy. It happens over time, and means that a child has endured painful and debilitating cycles of illness, depressed appetite, insufficient food and inadequate care. Many children do not survive; many of those who do survive carry long-term deficits in mental capacity along with losses in health and stature.

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01 COMMUNICATION STRATEGY In Azerbaijan, among those that do exclusively breastfeed, the number significantly drops after the child reaches 3 months of age.

CAMPAIGN OBJECTIVE > Communication objective is to promote positive attitudes and practices among pregnant women, health care providers, mothers in law, caretakers and husbands through capacity development, use of mass and traditional media to reinforce the messages on the level of interpersonal communication in the selected communities.

Specific Objectives include: • To increase the number of women who exclusively breastfeed their children until the age of six months with continued breastfeeding along with appropriate complementary foods up to two years of age or beyond. • To increase support from health care providers and mother in law for nursing mothers • To promote breastfeeding “as the norm” to get public acceptance particularly among husbands and mothers in law.

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SITUATIONAL ASSESSMENT >

MOTHERS/PREGNANT WOMEN

TARGET GROUP: HEALTH CARE PROVIDERS

FAMILY MEMBERS (MOTHERS-IN-LAW AND FATHERS)

Barriers •Lack of “public” facilities to support breastfeeding. •Unwillingness of health care providers to support mothers and pregnant women. •Limited knowledge and inaccurate perceptions of the importance of breastfeeding and complementary feeding practices.

Barriers • Lack of understanding of the importance of breastfeeding and complimentary feeding. • Lack of understanding and inaccurate perceptions of the nutritional and emotional needs of new mothers. • Lack of understanding of milestones for the healthy development of babies and young children

Barriers • Lack of awareness of the benefits of breast milk and young child feeding • Breastfeeding mothers are still in a minority therefore are not the “norm” • Aggressive marketing of formula milk. • Lack of information on “pumping” as an alternative for working mothers Key Behaviors • New mothers/pregnant women actively seek information and support for breastfeeding • New mothers/pregnant women understand the benefits of breastfeeding and exclusively breastfeed up to six months. • New mothers who must work understand how to “pump” to maintain the benefits of breast milk throughout the day. • New mothers continue to breastfeed up to the age of two and beyond • New mothers provide nutritious foods to their children from the age of 6 months.

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Key Behaviors • Inform and support breastfeeding women • Provide information about proper complimentary feeding • Become the key focal point for pregnant women and mothers with young children .

Key Behaviors • Support a new mothers decision to breastfeed • Ensure the new mother is getting proper rest and nutrition • Ensure the baby is getting monitored regularly at the health center .

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MESSAGE DEVELOPMENT

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MOTHERS/PREGNANT WOMEN

TARGET GROUP: HEALTH CARE PROVIDERS

Messages • Starting within the first hour after birth breastfeed your newborn. Your milk contains colostrum which boosts your baby’s immune system. • Breastfeed your baby exclusively until six months of age. • At six months introduce soft nutritious foods and continue breastfeeding until your child is two or more.

FAMILY MEMBERS (MOTHERS-IN-LAW AND FATHERS)

Call to Action For more information talk to your health worker or log on to www.healthybaby.com

Message • It takes a family to bring up a healthy, happy baby

Message • Make sure every pregnant woman knows what to do to have a happy healthy baby.

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02 LOGO DESIGN

“Childhood under-nutrition remains a major health problem in resource-poor settings.”

> LOGO DESIGN The logo depicts and mother breastfeeding her child and the love and protection she gives to her baby.

A HEALTHY BABY

BEGINS WITH YOU > LOGO COLOR The color defines femininity. It also represents universal love. The word is also linked to roses and a rosy complexion, which symbolizes health. Grey represents security, reliability, practicality and intelligence.

Magenta : 100%

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Black : 40%

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03 COMMUNICATION MATERIAL

> PRINT AD Point Of Contact : Magazines targeting mothers and newspapers for the general public

Make the right choice for me.

“Stunting happens over time, and means that a child has endured painful and debilitating cycles of illness, depressed appetite, insufficient food and inadequate care.”

COMMUNICATION MATERIAL

Give your baby the best start in life Newborn Starting within the first hour after birth breastfeed your newborn. Your milk contains colostrum which boosts your baby’s immune system.

6 months Breastfeed your baby exclusively until six months of age. 2+ At six months introduce soft nutritious foods and continue breastfeeding until your child is two or more. For more information contact your health worker or log on to www.healthybaby.com

A HEALTHY BABY

BEGINS WITH YOU

LOGO

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> LEAFLET Point Of Contact : health centers, maternity wards, community centers

A HEALTHY BABY

BEGINS WITH YOU Make the right choice for me.

www.healthybaby.com

Breastfeeding is one of the

Don’t worry...

most important gifts a mother can give her baby. Breastfeeding provides a multitude of health benefits and also helps a mother bond with her newborn.

How do I know if my baby is getting enough milk?

Give your baby the best start in life

There may be a little tenderness at first but it should gradually go away as the days pass. If it is painful seek help from your midwife or doctor.

Newborn

You can hand express your milk or use a pump. Remember to wash your hands first. You can store the milk in sterile baby bottles in the refrigerator for up to 24 hours. It’s best to wait till your baby is at least one month old before introducing the bottle.

Starting within the first hour after birth breastfeed your newborn. Your milk contains colostrum which boosts your baby’s immune system.

6 months Breastfeed your baby exclusively until six months of age.

2+ At six months introduce soft nutritious foods and continue breastfeeding until your child is two or more.

Most newborns want to feed about every 2 hours, so feed on demand. Weigh your baby at a health centre every month to make sure he/ she is healthy and growing at the proper rate. Does breastfeeding hurt?

What do I do if I need to leave my baby to go out?

Is there anything I need to know about my diet when I am breastfeeding? Yes, breastfeeding mothers need to drink more than usual and be sure to eat healthy foods like fruit, vegetables, grains, meat and dairy products. Eat 2-3 healthy snacks in addition to your regular 3 meals.

For more information talk to your health worker or log on to www.healthybaby.com

A HEALTHY BABY

BEGINS WITH YOU

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> BANNER

> POSTER

Point Of Contact : Health clinics,maternity wards, and public places.

Give your baby the best start in life Newborn Starting within the first hour after birth breastfeed your newborn. Your milk contains colostrum which boosts your baby’s immune system.

6 months Breastfeed your baby exclusively until six months of age.

2+ At six months introduce soft nutritious foods and continue breastfeeding until your child is two or more.

Give your baby the best start in life Newborn

Make the right choice for me.

Starting within the first hour after birth breastfeed your newborn. Your milk contains colostrum which boosts your baby’s immune system.

6 months Make the right choice for me.

Breastfeed your baby exclusively until six months of age.

A HEALTHY BABY

2+ At six months introduce soft nutritious foods and continue breastfeeding until your child is two or more.

BEGINS WITH YOU

For more information contact your health worker or log on to www.healthybaby.com

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A HEALTHY BABY

BEGINS WITH YOU

For more information contact your health worker or log on to www.healthybaby.com

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04 SOCIAL MOBILIZATION

“Children who are stunted can carry longterm deficits in mental capacity along with losses in health and stature.”

MOTHERS/PREGNANT WOMEN

FAMILY MEMBERS

Develop breastfeeding support groups in existing health centres where mothers can meet to discuss breastfeeding issues and their baby’s overall development. Midwives and “mother mentors” who have successfully breastfed can provide information and address new mother’s concerns. Growth monitoring, complimentary feeding and nutrition can also be promoted. For new mothers with newborns, mentors and can provide home visits and/or phone numbers to answer questions.

Orientation sessions can be organized for family members at local health centers and hospitals during the woman’s pregnancy and childbirth. Family members should be encouraged to be active during these sessions. Award for “Best New Dad” to be given to the fathers that know the most about pregnancy, breastfeeding and complementary feeding. As part of the community, family members can help advocate to provide breastfeeding facilities in public places, including markets, malls and public transportation hubs. >

HEALTHCARE PROVIDERS Provide additional training to health workers and midwives. This should include how to approach new mothers/ family members and communicate effectively. Midwives to be encouraged to write up their success stories and experiences for the website. An award to be given to the top midwives in each area.

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05 COMMUNICATION CHANNELS “Virtually all mothers can breastfeed, provided they have accurate information, and the support of their family, the health care system and society at large.”

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MOTHERS/PREGNANT WOMEN

FAMILY MEMBERS

• Communication Channels may be, but not limited to utilization of mass and traditional media to promote knowledge and positive attitudes. • Brochures/posters/leaflets that describe in detail the benefits of breastfeeding and proper complementary feeding. • TV/radio programs covering the issue and featuring celebrities who can act as breastfeeding “role models” • Website/ call in center

• Brochures/posters/leaflets about growth monitoring, breastfeeding for distribution and the importance of the support role family members can play. Radio/TV spots: • Model fathers and mothers-in-law promoting breastfeeding and complimentary feeding practices Role of fathers in supporting their wife’s decision about infant feeding choices Special health programs on national • TV and radio stations with the theme healthy child, healthy family, and healthy nation. • Website and/or call in center

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MONITORING • • • •

•

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Number of brochure/leaflets/flipcharts disseminated Number of posters displayed in clinics and public places Number of positive media reports/programs/ spots aired Percentage of health workers who understand messages and can correctly explain the under 5 chart (available at clinics). Number of mothers who understand messages and can interpret the under 5 chart to health workers correctly. Number of health workers who can correctly breastfeeding and complimentary feeding practices. Number of health workers who can provide comprehensive information on breastfeeding including pumping.

• Number of outreach visits conducted using messages and materials to explain to clients. • Number of clinics using ‘child friendly’ health services where messages and materials are available. • Number of public facilities that offer breastfeeding rooms • Percentage of women who breastfeed exclusively until 6 months • Percentage of women who breastfeed to age two and beyond • Percentage of women who provide nutritional complimentary feeding from age six months • Percentage of health workers who actively promote proper breastfeeding and complimentary practices. • Percentage of family members who actively support proper breastfeeding and complimentary feeding practices

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EMERGENCY “Conflict and disasters put children at risk of disease and malnutrition.”

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BACKGROUND > Communication plays an integral role in the preparation, prevention, response, and recovery during an emergency or health crisis. Effective communication clarifies misconceptions allowing people to make decisions based on complete and accurate information. It also minimizes the resentment of those who feel excluded from health policies, helps to maintain the health standards or change the status quo, and thereby save lives Emergencies, such as conflicts, disasters or epidemics, expose families to risks that make them especially vulnerable to disease, malnutrition and violence. With the right information and support, families and communities can establish measures that map out what to do in an emergency. Girls, boys and women typically are the most affected by emergencies.

Earthquakes and flooding are the main natural disasters affecting the people of Azerbaijan. In the past 15 years, some 2 million people have been affected by floods and some 800,000 by earthquakes. Currently, emergency preparedness in Azerbaijan is led by the Ministry of Emergency Situations which was created in February 2006. The ministry is in charge of the interdepartmental coordination; it exercises permissive authorities in the sphere of prevention and liquidation of emergencies of natural and man-caused origin, and is responsible for the civil defense of Azerbaijan, provision of fire safety and control over industrial and mining safety.

The Government of Azerbaijan is admitting the importance of prevention and well preparedness to emergencies and welcomes the technical assistance of the international organizations. However, there is an obvious need to strengthen the legislation regarding emergencies of natural and man-caused character, including issues of seismic security, upgrading currently existing standards and to review the national emergency contingency plan.

The Ministry of Emergency Situations coordinates the issues of seismic security which are handled by numerous central executive bodies as well as all local executive bodies.

Conflict and disasters put children at risk of disease and malnutrition. Access to health services is reduced, and food shortages are common.

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GENERAL EMERGENCY GUIDELINES (UNICEF) 1. In emergencies, children have the same rights as in non-emergency situations. This is true whether the emergency is a conflict, disaster or epidemic. 2. Girls and boys and their families and communities should plan ahead and take simple steps to prepare for emergencies â&#x20AC;&#x201C; at home, at school and in the community. 3. Measles, diarrhea, pneumonia, malaria, malnutrition and neonatal complications are major causes of child deaths, particularly during emergencies. 4. An epidemic (or outbreak) of disease can cause an emergency because of the severity of the disease or responses to it. In the case of pandemic influenza and other diseases spread by close personal contact, those who are ill should be kept separated from others.

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5. Mothers, even malnourished mothers, can still breastfeed even under the stressful conditions of emergencies. 6. Children have the right to be protected from violence in emergencies. Governments, civil society, international organizations, communities and families have the responsibility to protect them. 7. It is generally preferable for children to be cared for by their parents or other usual caregivers because it makes children feel more secure. If separation occurs, every effort should be made to reunite the child with his or her family, if it is in the childâ&#x20AC;&#x2122;s best interest.

activities. Children can be given age appropriate opportunities to participate in the responses to and decisions regarding the emergency situation. 9. Children have the right to education, even during emergencies. Having children attend a safe, child-friendly school helps to reinforce their sense of normalcy and start the process of healing. 10. Landmines and unexploded devices are extremely dangerous. They can explode and kill or disable many people if touched, stepped on or disturbed in any way. Children and their families should stay only in areas that have been declared safe and avoid unknown objects.

8. The disruption and stress caused by disasters and armed conflict can frighten and anger children. When such events occur, children need special attention and extra affection. They should be kept as safe as possible and supported in resuming normal

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01 COMMUNICATION STRATEGY “Girls, boys and women typically are the most affected by emergencies.”

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CAMPAIGN OBJECTIVE > Communication objective is to raise awareness of steps to take to reduce the impact on child health during an emergency through the use of mass and traditional media to reinforce the messages on the level of interpersonal communication in the selected communities.

Specific Objectives include: • To increase the number of families, particularly those living in high-risk areas, which understand the health risks associated with emergencies. • To increase the number of families who take preventative steps to avert severe health risks during an emergency. This includes increased immunization and knowledge of breastfeeding. • To increase effectiveness of emergency preparedness among key stakeholders (government, media, schools, health providers, community leaders).

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SITUATIONAL ASSESSMENT

MESSAGE DEVELOPMENT

COMMUNITY

GENERAL EMERGENCY

INFLUENZA/PANDEMIC

Barriers • Lack of information about emergency threats in Azerbaijan • Need for prevention of disease including immunization, breastfeeding during an emergency • No plan for educating children during an emergency

Key Messages If you live in an area at risk of earthquake, flood or disease outbreak find out what services are available to you in the event of an emergency. Knowing what to do in an emergency, whether it is an outbreak of disease or a natural disaster, these messages can help protect you and your family.

Key Messages Azerbaijan has faced a number of global health threats recently including avian influenza and the H1N1 pandemic. In order to help prevent future outbreaks, and to protect yourself from any type of flu it is vital that families maintain good hygiene practices.

Key Behaviors • Increased awareness of natural disaster and infectious disease threats in Azerbaijan • Increased immunization in high risk areas • Increased awareness of the benefits of breastfeeding during an emergency situation

• Clean Hands Save Lives. During an emergency, staying clean can be difficult but it does help you and your family stay healthy. Make sure to wash your hands with soap or ash at frequently or, if available, use a hand sanitizer. • Don’t wait for an outbreak. Make sure your child has all the required immunizations. Children are particularly vulnerable to disease during an emergency. • Breastfeed. Mother’s milk is still best for your infant especially during an emergency. It helps protect the baby from disease including water born illness associated with contaminated water.

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• Wash your hands frequently with soap especially before meals to prevent disease from spreading • Practice Flu Etiquette. Cover your mouth and nose when you cough or sneeze. • If you are sick: Stay at home, Rest and Monitor your condition. If your symptoms get worse seek medical attention. If you keep poultry or live in an area where poultry are raised remember don’t let children play or touch birds. Report any sudden death of birds and make sure that you eat only well cooked poultry.

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> LOGO DESIGN The logo represents the family and the need to protect children. The font is strong and bold and both the logo and word “emergency” can be used for a number of different types of man-made or natural disasters.

LOGO DESIGN

“Mothers, even malnourished mothers, can still breastfeed even under the stressful conditions of emergencies.” > LOGO COLOR Red has more personal associations than any other color. It affects us mentally and physically by encouraging action and confidence. It also provides a sense of protection from fears and anxiety.

C: 0 M:100 Y: 100 K: 0

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white

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03 COMMUNICATION MATERIAL

“With the right information and support, families and communities can establish measures that map out what to do in an emergency.”

> PRINT AD Point Of Contact : Magazines targeting mothers and newspapers for the general public

Azerbaijan is at risk of a number of natural disasters including earthquakes and flooding. In the past, disease outbreaks such as malaria and diphtheria and more recently, avian influenza and pandemic flu have also affected communities. Knowing what to do in an emergency, whether it is an outbreak of disease or a natural disaster, can help protect you and your family. 1.Clean Hands Save Lives. During an emergency, staying clean can be difficult but it does help you and your family stay healthy. Make sure to wash your hands with soap or ash frequently or, if available, use a hand sanitizer. 2. Don’t wait for an outbreak. Make sure your child has all the required immunizations. Children are particularly vulnerable to disease during an emergency.

COMMUNICATION MATERIAL

3. If you are breastfeeding. Mother’s milk is still best for your infant during an emergency. It helps protect the baby from disease including water born illness associated with contaminated water. Know who to contact during an emergency is essential. Keep a list of emergency numbers in your area. Or further information log on to Azerbaijan Emergency Services and Health ministry websites.

For more information on how you can help talk to your local teachers and education office or log on to www.educationforall.com

LOGO

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> LEAFLET

Point Of Contact : health centers, government offices, post office, schools

Point Of Contact : health centers, poultry markets, government offices, post offices, schools

Wash your hands frequently with

soap especially before meals to prevent disease from spreading

1.Clean Hands Save Lives. During an emergency, staying clean can be difficult but it does help you and your family stay healthy. Make sure to wash your hands with soap or ash frequently or, if available, use a hand sanitizer.

Practice Flu Etiquette. Cover your mouth and nose when you cough or sneeze.

If you are sick: Stay at home, Rest and Monitor your condition. If your symptoms get worse seek medical attention.

2. Don’t wait for an outbreak. Make sure your child has all the required immunizations. Children are particularly vulnerable to disease during an emergency.

If you keep poultry or live in an area where poultry are raised remember don’t let children play or touch birds. Report any sudden death of birds and make sure that you eat only well cooked poultry.

3. If you are breastfeeding. Mother’s Azerbaijan is at risk of a number of natural disasters including earthquakes and flooding. In the past, disease outbreaks such as malaria and diphtheria and more recently, avian influenza and pandemic flu have also affected communities. Knowing what to do in an emergency, whether it is an outbreak of disease or a natural disaster, can help protect you and your family.

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milk is still best for your infant during an emergency. It helps protect the baby from disease including water born illness associated with contaminated water. Know who to contact during an emergency is essential. Keep a list of emergency numbers in your area. Or further information log on to Azerbaijan Emergency Services and Health ministry websites.

INFLUENZA OUTBREAK Azerbaijan has faced a number of global health threats recently including avian influenza and the H1N1 pandemic. In order to help prevent future outbreaks, and to protect yourself from any type of flu it is vital that families maintain good hygiene practices.

Know who to contact during an emergency is essential. Keep a list of emergency numbers in your area. For further information contact your local health clinic and log on to Azerbaijan Emergency Services and Health ministry websites.

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04 SOCIAL MOBILIZATION

â&#x20AC;&#x153;In emergencies, children have the same rights as in non-emergency situations.â&#x20AC;?

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COMMUNITY

MEDIA/LOCAL GOVERNMENT

Teachers and schools should be included in discussions on emergency preparedness in order to plan for children who are not able to attend school for extended periods due to an emergency situation. Peer educators to spread messages through performance based communication and art projects.

Local government links to the media are key reducing the impact of natural disasters and disease outbreaks. Media outlets should be trained in responsible reporting during an emergency. During an emergency it is key that messages are accurate, timely and consistent. Key spokespeople should be identified at local and national level and trained in emergency communication. Local government, in relevant high-risk areas, should be provided with technical support to develop more detailed information for specific emergencies.

Community leaders should be provided with relevant information to pass on to local families through town hall meetings and follow up with door-to-door campaign.

Health providers should receive information about disease prevention in emergencies, specifically focusing on children.

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05 COMMUNICATION CHANNELS “In emergencies, children have the same rights as in non-emergency situations.”

• Brochures/posters/leaflets developed on specific emergency threats in those high risk areas • Radio/TV spots covering: Emergency response to natural disasters Emergency response to disease outbreaks • Special programs on how to respond to emergency situation on national TV and local radio stations • Website and emergency call center to provide additional information

MONITORING • • • • • • • •

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Number of posters/leaflets/brochures disseminated Number of educational media reports/spots aired Number of health providers trained Number of schools with emergency preparedness plans. Percentage of families who understand what to do in an emergency (key messages) Percentage of families who have emergency numbers on hand Percentage of families who have actively sought out information about emergency response Percentage of local government who have an emergency response plan in place

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JUVENILE JUSTICE “Once branded a criminal as a child, it is hard not to become one as an adult.”

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BACKGROUND > Most children in jail or prison do not belong there. An estimated one million children are detained worldwide, the vast majority of whom have committed petty crimes or minor offences. Many are detained simply for being a nuisance or perceived as a threat. Most have not been convicted of a crime and are yet to be brought to trial. Children in detention suffer severe violations of their rights. Children are often kept in deplorable and inhumane conditions and detained alongside adult prisoners. Physical and sexual abuse is common. In many cases, even the most fundamental principles of due process are violated. Arrest, detention and sentencing are often arbitrary and sometimes even illegal. Parents are commonly denied visitation rights. The misuse and overuse of detention and lack of alternatives put large numbers of children at risk. In addition, they lose the guidance and support of their families and communities, get criminal records, which follow them for the rest of their lives, and have their education interrupted. In short, their lives can take a turn for the worse when they have only just begun.

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Imprisoning children for minor crimes decreases their chances to become productive, contributing adults, and is a disservice to communities. Laws, policies and resources should focus on preventing children from coming into conflict with the law in the first place by addressing the care and protection challenges these children face. Children should not be imprisoned for simply trying to survive, and should always be diverted away from the criminal justice system when having committed minor crimes. Detention should only be used as a last resort and for those children who have committed very serious crimes.

In Azerbaijan, the Ministry of Education operates a closed facility for children who commit offences before reaching the age of criminal responsibility, as well as children placed there for other reasons. There is a pilot diversion project, but no program for juvenile offenders given alternative sentences, no program to assist children at risk of offending and no program to assist persons released from facilities for offenders. A specialized, non-governmental centre for legal assistance, which is supported by the Ombudsman, has been established recently.

Recommendations UNICEF report 2009 • Create a specialized police unit for the investigation of offences committed by juveniles; • Develop, as an urgent matter, communitybased services for children involved in antisocial behavior and offending, including program designed specifically for girls; • Stop placing non-offenders in the special school, other than those who represent a serious risk to themselves or to society; • End the ‘administrative detention’ of children under age 14 who commit offences, unless they pose a serious risk to themselves or to society; • Review the sentencing policy, prepare pre-sentence reports and eliminate the bar on suspension of sentences for repeat offenders; • Improve conditions in the juvenile correctional facility. For many children, little more than truancy and vandalism have led to trouble with the police and then incarceration in the prison system, or institutionalization in a home for “difficult” boys, which can mean much the same thing. At present, some form of de-

tention is the criminal justice system’s first response for dealing with children convicted of crime. There are no government services providing alternatives even if such exist in the law, such as non-custodial sentences, where children do community service instead of going to jail, or mediation – bringing victims and offenders together to agree on some form of restitution other than imprisonment. From the moment of arrest, children are often treated just like adults. They face the same judges and police in the same courts. Their education is abandoned during what can be lengthy periods of remand. There are few state provisions to take account of the vulnerability or special needs of children, and those that do exist are not implemented. It can be a frightening and brutalizing experience. It can also be the first of many such experiences: once children are sucked into the system, there are almost no services to get them back into their schools and communities. Once branded a criminal as a child, it is hard not to become one as an adult.

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01 COMMUNICATION STRATEGY “Imprisoning children for minor crimes decreases their chances to become productive, contributing adults, and is a disservice to communities.”

CAMPAIGN OBJECTIVE > The Campaign objective is to raise awareness of the issue of juvenile justice and the harm incarceration can inflict on children through the use of mass and traditional media and interpersonal communication in the selected communities.

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Specific Objectives include: • Increased awareness of the issue within media circles • Increased awareness of the issue among youth, particularly those at high risk • Improved youth facilities that foster rehabilitation and provide educational options • Development of alternate sentencing program for youth • Development of program to serve at risk youth in the community

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SITUATIONAL ASSESSMENT

COMMUNITIES/MEDIA Barriers • Lack of awareness of the effects of the adult justice system on children • Lack of information about where to go for help if a child is incarcerated • Lack of specialized legal aid for children caught in the justice system • Lack of diversion centers activities to support young offender or those at risk Key Behaviors • Community advocacy for youth/ child justice • Knowledge of the juvenile justice system • Community support for diversion centers

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MESSAGE DEVELOPMENT

GOVERNMENT OFFICIALS/ POLICE/LAWYERS Barriers • Lack of awareness of the effects of the adult justice system on children • Lack of funding for youth programs and to support young offenders • Lack of legal support for children caught in the justice system • Lack of diversion centers and activities to support young offender or those at risk

COMMUNITIES/MEDIA Messages • Children should not be behind bars. The majority of children who are imprisoned have been accused of minor or non-violent crimes and do not belong there. • Children and adolescents should not be treated as adults and need special care. • All children should be given the chance to complete their education

GOVERNMENT OFFICIALS/ POLICE/ LAWYERS Message The Juvenile Justice Initiative Giving Youth a Second Chance Call to Action To find out more about what you can do to help keep youths out of the adult prison system log on to www.justice4children.com or call 12345678

Key Behaviors • Increased funding for diversion centers and support for young offenders • Development of free legal information and support for communities • Program to streamline young offenders back into the education system

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02 LOGO DESIGN

â&#x20AC;&#x153;From the moment of arrest, children are often treated just like adults.â&#x20AC;?

> LOGO DESIGN The logo depicts a young teenager in silhouette, which symbolizes the isolation children face when caught in the justice system.

> LOGO COLOR Brown represents stability, strength and hard work - all traits that at risk youth need to develop. Black represents sadness; remorse and feeling of the unknown, often used in youth focused design.

Brown : C:0 M:38 Y:85 K:15

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Black : K:100

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> PRINT AD Point Of Contact : Local and national newspapers, Legal Journals, Youth publications

COMMUNICATION MATERIAL “For many children, little more than truancy and vandalism have led to trouble with the police and then incarceration in the prison system.”

COMMUNICATION MATERIAL

Does One Mistake Ruin a Life? Children who are accused of even minor crimes are often treated like adults and are incarcerated in adult prisons. This can be a frightening and brutalizing experience and can ruin a young persons future. • Children should not be behind bars. The majority of children who are imprisoned have been accused of minor or non-violent crimes and do not belong there. • Children and adolescents should not be treated as adults and need special care. • All children should be given the chance to complete their education

To find out more about what you can do to help keep youths out of the adult prison system log on to www.justice 4juveniles.com

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> POSTER Point Of Contact : schools, court houses, youth centers, social welfare offices, public places

> LEAFLET Point Of Contact : schools, court houses, youth centers, social welfare offices

A Life with No Future. Imprisoning children for minor crimes decreases

Does One Mistake Ruin a Life?

their chances of becoming productive,

Children who are accused of even minor crimes are often treated like adults and are incarcerated in adult prisons. This can be a frightening and brutalizing experience and can ruin a young persons future.

contributing adults, and is a disservice to communities. Youth who are tried and

• Children should not be behind bars. The majority of children who are imprisoned have been accused of minor or non-violent crimes and do not belong there.

incarcerated in the adult justice system are

• Children and adolescents should not be treated as adults and need special care. • All children should be given the chance to complete their education

much more likely to re-offend.

To find out more about what you can do to help keep youths out of the adult prison system log on to www.justice 4juveniles.com

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Laws, policies and resources should focus on preventing children from coming into conflict with the law in the first place by addressing the care and protection challenges these children face.

To find out more about what you can do to help keep youths out of the adult prison system log on to www.justice 4juveniles.com

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04 SOCIAL MOBILIZATION

“The misuse and overuse of detention and lack of alternatives put large numbers of children at risk.”

COMMUNITIES/MEDIA Create youth centers in high-risk areas. Center to provide pro bono legal services, job and education information and counseling for youth and parents.

Media workshops to support these activities would promote the issue.

Media awareness of the issue is key to the success of any campaign. However, the plight of young people caught in the prison system can be of particular interest to journalists and therefore the issue can gain a national platform and initiate changes in the justice system.

School mentor program: Young people who have been given a second chance to serve as mentors and speak to students in schools. Their stories can serve as both a warning to young people and as a message of hope for those who have committed minor offenses.

From school shootings to murder cases, media coverage of juvenile crime tends to focus on the sensational. Blow-by-blow accounts of a few violent crimes fuel the perception that our nation’s youth are “super-predators” and that the juvenile justice system is not equipped to deal with today’s youth.

Media coverage that tells how youth in the adult criminal justice system could be better served in the juvenile justice system, where they would be more likely to receive rehabilitation and receive a second chance to succeed in life. Compelling human stories: Personal stories, not broad analyses are the way most people begin to understand an issue. One or two personal stories of youth who have turned their lives around and the

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impact of incarceration on a youth’s life as a centerpiece of the media work.

GOVERNMENT OFFICIALS/ POLICE/LAWYERS Advocacy Launch a Justice for Juveniles Initiative to support the program. The initiative should include relevant government officials, legal experts, educators, and parents of at risk youth and former offenders. The partnership will meet regularly at national and local level to develop a plan to support youth centers (see community recommendations) and specific youth facilities. In order to gain momentum for the program and advocate successfully with government and private partners it is necessary to create communication materials to engage the audience.

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05 COMMUNICATION CHANNELS “Detention should only be used as a last resort and for those children who have committed very serious crimes.”

COMMUNITIES/MEDIA

GOVERNMENT OFFICIALS/POLICE/LAWYERS

• Printed materials: brochures/posters/ leaflets about importance of justice for juveniles • Radio/TV spots at national and local level. • In-depth media stories on lives of children caught in the justice system/success stories • Website

• Printed materials: brochures that explain in detail justice program for youth • Short documentary of lives of youth at risk • Website

MONITORING • • • • • • • • •

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Number of leaflets disseminated to public Number of posters displayed in schools/public places/government buildings Number of positive media reports/programs/ spots aired Percentage of people who are aware of the campaign Percentage of people who understand the harm the adult justice system can do to young people Percentage of people who have discussed the issue with others Percentage of people who have received a leaflet or seen the issue on TV or on radio Number of media outlets that have heard of the issue Number of media outlets that have produced an article, video report or radio report on the issue

• Percentage of youth receiving proper care in justice system • Percentage of at risk youth involved in special programs • Number of officials who are aware of the issue • Number of officiaAls who have taken part in workshops/seminars etc. • Number of officials who are actively trying to improve the juvenile justice system • Number of officials who are making the issue a priority • Number of officials who are making prevention of juvenile crime an issue

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