Annual report 2011 by Oxana Barkalova

ANNUAL REPORT 2011 16 Polessky proezd, building 1,125367 Moscow, Russia Tel./Fax: (495) 276-11-23, http://www.focus-media.ru E-mail: info@focus-media.ru

Founded in 1996, in 2011 the Foundation celebrated its 15th anniversary. We have implemented more than 90 projects for this period. Our mission is to provide people with the methods and instruments which will help them to change themselves and the world around them.

Board of Trustees of the FOCUS-MEDIA Foundation: Manana Aslamazyan – Director of Internews France, Executive Director of Internews Russia (till 2007), Member of Russian TV Academy (since 2001), Laureate of Media Manager of Russia Prize (2002) in special nomination “For Special merit in Media Business Development” Olga Fedoseeva – Executive Director for Philanthropy Projects Consulting Department, Evolution-UIK Company Katerina von Gechmen-Valdek – well-known theater and music producer Marina Liborakina – Counsellor of Director General, Federal Agency for Atomic Energy Vladimir Pozner – famous Russian TV journalist, author and presenter of many TV programs, Academician, President of the Russian TV Academy (1994-2008) Andrey Topolev – Co-director of Agency for Social Information Evgeny Voronin – Doctor of Medicine, Professor, Chief Doctor of the Republican Clinical Hospital of Infectious Diseases (St. Petersburg)

Contents Public Health • Dance4life • Life Skills Program in youth prisons, GLOBUS • Narrowcasting campaign for MSM, RESULTS Social Development • Developing the personal and communication skills of college students to improve their competitiveness in getting jobs • Promotion of children’s rights and right to education for the children living in a post‐conflict context and suffering from its consequences • Every Child Has the Right Campaign • Distance Learning Financial Review

DIRECTOR â&#x20AC;˘ Evgeniya Alekseeva, the founder and director of the FOCUS-MEDIA Foundation

PUBLIC HEALTH â&#x20AC;˘ Since 1988, the FOCUS-MEDIA Foundation has implemented large-scale projects aimed to improve the health of young people in Russia. â&#x20AC;˘ We realize prevention projects and programs using the newest social technologies.

Report on the dance4life project implementation in the Russian Federation in 2011

In 2011, it was 6 years since the dance4life started in Russia The role of dance4life • The dance4life was created and is acting to preserve the reproductive health of young people. Working together with families, education agencies and other governmental and non‐governmental institutions, the project helps to provide the young people with reliable information about the reproductive health and train their skills of conscious and responsible behavior. Who does the project work for? • The target group and active participants of the project are senior school students and junior college students (aged 13 to 19), as well as their parents, educators, young people over 19, decision makers and celebrities.

Project Geography • In 2011 the project was implemented in 32 regions of RF: Moscow, St. Petersburg, Leningrad Region, Lipetsk Region, Murmansk Region, Novosibirsk Region, Tomsk Region, Kemerovo Region, Republic of Buryatia, Sakhalin Region, Ulyanovsk Region, Samara Region (Samara, Togliatti), Republic of Tatarstan (Kazan, Naberezhnye Chelny), Altai Krai, Republic of Altai, Rostov Region, Republic of Udmurtia, Volgograd Region, Novgorod Region, Nizhny Novgorod Region, Republic of Karelia, Krasnoyarsk Krai, Chelyabinsk Region, Orenburg Region, Kaluga Region, Orel Region, Saratov Region (Balakovo), Republic of Khakassia, Tver Region. • In 2011, the Astrakhan and Kirov regions joined the dance4life project.

The project consists of four successive stages: Stage 1 • •

Inspire young people to gain knowledge of health protection. The stage includes the project presentation – heart connection tour. Information is provided using video, music, opinions of celebrities, etc.

Stage 3 • •

Stage 2 •

Train young people the skills of health protection using the 8‐hour interactive learning program “Life Skills”.

Program Issues: • Maturing and sex relations; • Love and responsibility; • Fidelity and abstinence; • Reproductive system structure and contraception; • HIV and other STIs; dependency.

Involve young people in the project activities. dance4life volunteers help young people to develop and realize their own ideas, and, as a result, the young people will contribute to addressing prevention problems and get the experience of involvement in solving the urgent social problems.

Stage 4 • • •

Celebrating the achievements together with the project participants! A person who has taken part in the previous three stages of the project, is given a status of an “agent4change”! Events with the participation of celebrities, where the young people can gather to enjoy the joint results.

Project activities evaluation • To evaluate the project activities, the dance4life carries out quarterly monitoring using an online monitoring tool. All the regional d4l teams enter the information about the number of educational institutions involved in the project and the number of teenagers participating in each of the four dance4life stages. • For qualitative evaluation of the project impact on the lives of the dance4life participants, the dance4life carries out a biannual qualitative survey; the last survey was conducted in 2011.

In 2001, the project was presented in 322 educational institutions and on 186 non-educational platforms (summer camps, village clubs, etc.) – in total 508 platforms involving youth.

• The greatest coverage of the institutions was reached in Volgograd (54 platforms), Leningrad (54 platforms) and Nizhny Novgorod (41 platform) regions. 54

The number of schools covered with heart connection tours

Южно‐…

Киров

16 18 14

Тверь

Хакасия

6 Томск

Ульяновск

Тольятти

Нсб

Оренбург

СПб

Красноярск

Ижевск

8 10 5

9 Кемерово

7 Горно‐…

3 Улан‐Удэ

8 Барнаул

4 Калуга

Набережны…

Самара

10 Лен.Область

Мурманск

Казань

11 8 Великий …

РнД

Балаково

Волгоград

НиНо

Липецк

Орел

11 10 8

Карелия

Челябинск

30 21

Москва

60 50 40 30 20 10 0

In 2011, the heart connection tours involved 28 394 teenagers. The best results were achieved in Samara (2430 teenagers), Nizhny Novgorod (2300 teenagers) and Volgograd (2290 teenagers) regions.

3000 2430

23002290

2500

1900

2000 1500

1095

1036 703

1000 500

271

1745

1677

866 770

828 479

780 345 450 360 475

150

1446 1248 960

1083 519

437

293 410

506 432

The number of teenagers involved in heart connection tours

Киров

Тверь

Хакасия

Южно‐Сахалинск

Челябинск

Томск

Ульяновск

Тольятти

Нсб

Оренбург

Кемерово

СПб

Красноярск

Ижевск

Горно‐Алтайск

Улан‐Удэ

Барнаул

Калуга

Набережные Челны

Самара

Лен.Область

Казань

Мурманск

Великий Новгород

Карелия

РнД

Балаково

Орел

Волгоград

НиНо

Липецк

Москва

The number of schools covered with the life skills program in 2011, was 242, the best results were achieved in Nizhny Novgorod (26 schools), Samara (25 schools) and Chelyabinsk (24 schools) regions.

17 13

The number of schools covered with the life skills program

7 3

2 Тверь

Хакасия

Южно‐Сахалинск

Челябинск

Томск

Киров

3 Ульяновск

Нсб

Тольятти

Оренбург

Калуга

Набережные Челны

Самара

Лен.Область

Великий Новгород

Карелия

РнД

Балаково

Орел

Волгоград

НиНо

Липецк

Москва

0 Мурманск

Кемерово

3 0

СПб

Красноярск

Ижевск

Горно‐Алтайск

Казань

10 7

Улан‐Удэ

Барнаул

In 2011, the life skills program involved 28 394 teenagers. The best results were achieved in the Orenburg (1414 teenagers), Volgograd (1000 teenagers) and Samara (783 teenagers) regions.

1600 1414 1400 1200 1000

1000

783

800

650

596

600

375

400 164

200 0

208

191

270 90 118

249

157 0 40

The number of teenagers involved in the life skills program

252

240 36

194 233 80

193 37

Comparing the last 3 year (2009‐2011) percentages of young people who came to participate in the life skills program after the project presentation, we can see that on average 25‐30% of adolescents who received the invitation to join the dance4life were willing to come.

35,00% 29,43%

30,00%

27,25%

25,00%

% дохода до life skills после запуска

20,00% 15,00%

13,84%

10,00% 5,00% 0,00% 2009

2010

2011

The number of agents4change - the teenagers who participated in heart connection tour, life skill program and act4life dimensions in 2011 - was 4546.

The best results were shown in Orenburg and Volgograd: 1284 and 980 agents4life, respectively. 1400 1200 1000 800 600 400 200 0

1284 980

95 55 0

186 121

The number of agents4life

10 70 0

173

273 85

175

243 0 50

0 65 20

200 0

20 40 87 70 78 5 38 35 21

Comparing the figures of the last 3 years (2009-2011), we can see the growing percentage of young people who themselves organize events after they have participated in the life skills program. In 2011 it was 37,65%.

37,65%

40,00% 35,00%

30,41%

30,00% 25,00%

23,71%

% дохода до act4life после запуска

20,00% 15,00% 10,00% 5,00% 0,00% 2009

2010

2011

The project quality results In 2011, the High School of Economics National Research Institute carried out a survey on the project effectiveness evaluation in Russia.

• The survey clearly demonstrates that the dance4life technology improves young people's knowledge about their health preservation, and develops their leadership and organizational skills.

•

See the full version of the survey report here: http://go‐url.ru/survey

318 events were held in 2011 with the participation of dance4life, with 70 620 people being involved. Information of the major events, in which the dance4life took part, is below.

January • Coordination meeting of dance4life Russia • The dance4life launch in youth prisons in the Tomsk, Leningrad, Nizhny Novgorod regions and the Republic of Tatarstan February • Internatioanl dance4life meeting in Amsterdam • Love4life action dated for the 14th of February – more than 11000 people from 17 regions of Russia participated

March Be Informed! action – more than 50000 people from 22 regions of Russia took part

April • Launching the website http://prosvetis.ru/ • Dance4life partnership event in Moscow

May • “I Know. I Support. I Join” action, dated for the International Memorial Day of People

Who Died from AIDS – a survey of HIV transmission was conducted, which covered nearly 4000 people from many regions of Russia

May • Issue of the analytical report “Problems of HIV prevention programs in Russia in 2011” http://b23.ru/p8xc • Issue of videoinfographics on HIV infection http://b23.ru/p8x3

June • Project launch in Kirov Region • Prevention action at the Sensation major world festival of electronic music (St. Petersburg)

July â&#x20AC;˘ Dance4life prevention platform at the Seliger 2011 Forum (Tver Region) â&#x20AC;˘ Dance4life prevention platform at the Kubana Music festival (Krasnodar Krai)

August • Survey on the dance4life effectiveness evaluation together with dance4life int. and High School of Economics http://b23.ru/p8xy

September •

“Prevention of social diseases among young people: best practices” conference was held

September • Training of dance4life trainers, with participation of Red Zebra British organization, founders of the dance4life technology • Issue of the report “Using condoms to prevent sexually transmitted infections in Russia. Review” http://b23.ru/p8x0

• See the issue of videoinfographics on tuberculosis here: http://b23.ru/p8xl • http://b23.ru/p7oy

October • Dance flash mob in Yekaterinburg • Project launch in Astrakhan Region November • Prevention action at the Transmission Festival (Moscow)

December • Press-conference, dated for the 1st of December, held in RIA NOVOSTI, with participation of UNAIDS, Federal AIDS Center, as well as TV journalist V.V. Pozner and A. Volgina (E.V.A. network) • “Be tested, reduce the risk to zero” action, dated for the World AIDS Day – more than 2500 people were tested for HIV in 15 regions of Russia.

• •

Issue of report “The Legal regulation of government and NGOs cooperation in the field of prevention” http://go-url.ru/dance4life Issue of report “Access to medical aid as part of the obligatory medical insurance” http://go-url.ru/202

GLOBUS project (Global effort against AIDS)

GLOBUS is aimed at contributing to the development of the effective national strategy to fight against HIV/AIDS in the Russian Federation. The project has been implemented since 2004 by the consortium of NGOs.

• In 2011, as part of the project continuation, the FOCUS‐MEDIA Foundation completed the life skills program for youth prison inmates and • Mass media campaigns on preventing HIV/AIDS among prisoners and men having sex with men (MSM).

In 2011, the results of the 2‐year life skills program for youth prison inmates were summarized Project geography The project was implemented in: •

St. Petersburg – Kolpino youth prison (YP), Russian Federal Penal System (RFPS) in St. Petersburg and Leningrad Region;

•

Kazan – Prison-18, RFPS in Republic of Tatarstan;

•

Tomsk – YP-1 and YP-2 in Tomsk;

•

Nizhny Novgorod – Arzamas YP and Ardatov YP;

•

Krasnoyarsk - Kansk YP, FPS in Krasnoyarsk Krai;

•

The team from Tver visited the Shakhovskaya YP in Orel Region.

Purpose The purpose of the life skills program is to train the youth prison inmates the skills of healthy lifestyle and responsibility in the field of reproductive health preservation. Program objectives: •

Help to improve the knowledge of the target group about HIV transmission and means of protection;

•

Increase the responsibility of the target group representatives for their health;

•

Contribute to reducing the stigma and discrimination towards people living with HIV;

•

Help theTG to form the less risky behavior in relation to HIV and reproductive health;

The program is based on the dance4life experience Purposes

•

The program covers both HIV infection and other components of the youth health issues, such as maturing and sexuality, love and responsibility, STIs, TB, contraception, drugs, alcohol, tobacco addiction, conflicts and their solutions. The program helps the young people to take care of their health, increases their personal and social competence.

See the video report on the life skills program in youth prisons here: http://www.youtube.com/watch?v=OxcKRU4dZn0&feature=youtu.be

Final events were held in youth prisons, with the participation of youth music stars:

•

DJ Feel – Number one in Russia in 2010 – in St. Petersburg

In Kazan • Elvina Valieva, “Miss Tatarstan – 2011”

• DJ «Kostya Veter», Dmitry Burmistrov – beatboxer, presenter on MTV and “Ether” TV Company

Naum Blik rapper, author of four albums of EKPlayaz group and one single â&#x20AC;&#x153;Re: poetsâ&#x20AC;?, which was issued in September, 2010, being very popular on the Internet.

In Nizhny Novgorod

Maria Balak • • •

Grand Prix at the Sochi jazz festival Soloist of the jazz band directed by I. Gorkovoi Worked with famous musicians and DJs: Sandy Riviera (USA), Sexy Twins (London), Inusa Dawuda (Germany), Global DJs(USA), Dj Esbee(Germany), Dj Deba(Swiss), Dj Pasha Korean, Artemy Troitsky , Dino MC.

In Shakhovskaya YP, Orel

Effectiveness evaluation The number of correct answers given by the youth prison inmates to the questions on HIV transmission increased by 5 to 23% as compared to the pre‐ program questioning results. Diagram 1. Percentage of adolescents correctly naming the main ways of HIV transmission. Comparison of the two waves of survey.

The increase of correct answers to 5 questions, recommended by UNGASS, was 50% The inmates were invited to answer five questions on HIV transmission and protection, recommended by UNGASS (UN General Assembly) to evaluate the knowledge of HIV: â&#x20AC;˘ â&#x20AC;˘

According to the results of the pre-program questioning, only 25% of all respondents answered correctly all the five questions (see Diagram 3). After the life skills program was completed, correct answers were given by 75% of the prison inmates, thus increasing the percentage by 50%. The best results were achieved by the adolescents from the Arzamas, Kazan, Kansk and Shakhovskaya (Tver) YPs.

The knowledge of the youth prison inmates about the main characteristics of HIV Diagram 4. Percentage of respondents who agreed with the statements (%)

Percentage of respondents who agreed that HIV‐positive people should be isolated (%)

График 5. Доля респондентов, согласившихся с тем, что государство должно изолировать людей с ВИЧ от общества (%).

Percentage of respondents (%), who would reduce their contacts with a friend, if they found out that he/she is HIV‐positive.

The attitude to the activities on pushing back HIV/AIDS

• • • • • • • • •

68%(pre) ‐ 81% (after) of the young people would like to contribute to pushing back HIV 66% of inmates in all youth prisons participated in the program launch 38% became “peer trainers” and took part in training their peers 65% were involved in act4life activities, showed their creative, sporting and organizational abilities 73% of inmates participated in the final event 82% of adolescents considered the participation in the life skills program useful 93% were willing to help stop the HIV/AIDS epidemics 85% were willing to live a healthy life 87% of adolescents decided to practise a safer behavior in relation to HIV infection.

As part of the GLOBUS partnership activities, we hold the following activities, with the support of the RFPS: May 20. The concert in the Vologda women’ prison (AP‐ 1), dated for the International Memorial Day of People Who Died from AIDS

•

http://b23.ru/pfv3

September 20. The final of the competition of HIV videos among the adult prison inmates in Tver Region (AP‐ 10)

•

http://b23.ru/pfvc

109 women took part in the concert.

At the competition final, 7 social videos and 5 documentaries were presented.

• The program included “Remember and understand. 25 years” photo‐slide show, “Most” (bridge) documentary, information materials distribution, the concert of singer Yulia Komo.

• Creative video teams of inmates from all the prisons in Tver region participated in the competition. • We organized a master class on social advertising for the inmates and staff of the prisons in Tver Region and a concert of Yulia Komo.

In 2011, a presentation on preventing STIs among teenagers “Love, live and be responsible!” was issued for trainers http://go‐url.ru/responsible

The “Trust the Condom!” narrowcasting campaign for MSM was implemented from February to June, 2011. • 4 videos were produced and placed on the Internet. • Stickers and mini‐leaflets were developed and placed. Frames with posters and cards were placed in the toilet rooms of clubs and other public houses visited by the target group representatives.

The Internet campaign allowed to reach out the target group. The videos were distributed through MSM communities in social networks and major theme websites from February to April.

The number of views of the videos on Youtube:

• 27 000 views of the “Quest. How would you behave in this situation” video for the first three months “Quest” video suggested several versions of the video continuation depending on a viewer’s opinion That was a great possibility to count the visits to the version with a behavior we needed. See the video: http://go‐url.ru/qwest

Trust the condom: Hockey

– 95 700 views See the video: http://go‐url.ru/hockey

Trust the condom: Weapon Detected

– 105 700 views See the video : http://go‐url.ru/weapondetected

Stars

– 5 900 views See the video : http://go‐url.ru/stars

The four campaign videos altogether got 234 300 views, of which 192 120 (almost 82%) represented men aged 18 to 64, with most of those (more than 60%) being men from 25 to 54.

Distribution through videoclick. The videos were linked on websites (not related to gays) using special relevant words. The number of visitors who viewed the videos and those who visited the website was counted, http://www.lasky.ru/

For the period from 17.02 to 26.06, 2011: • Videos: Hockey, Weapon detected, Stars. • Views: 95 698/0 Links: 1 860/0 • As a result, 1,94 % of visitors linked to the website after having viewed the videos. We suppose it is our target group. • CTR 1,94% ‐ it is a good indicator for the media format. It means that the campaign attracted the interest of the visitors!

Work on promoting the “Trust the condom!” mass media campaign was carried out on three social platforms: VKontakte, LiveJournal and “Moi Mir”.

The most active platform is VKontakte.ru

‐ ‐ ‐ ‐ ‐ ‐ ‐

It suggests both the contact with the audience on one page and the use of existing communities, as well as a microblog wall to exchange links to other resources. Placing links to the LJ materials Taking part in discussions to attract attention to the account Creating topics of the forum to present the campaign ideas Placing the videos in special communities Interacting with the group administration to help promote the content Placing videos in albums on personal page Personal communication through messages

The following printed products were distributed in 10 project regions: 12 201 folded cards (3 types), 460 stickers of three types, 220 frames with a pocket.

• The frames with a pocket containing cards were maintained by the project activists for 4 months – the damaged frames and stickers were replaced, cards were added in accordance with the schedule. • To evaluate the “Trust the Condom!” campaign impact on the knowledge, attitude and behavior of MSM related to HIV/AIDS, a basic and evaluation surveys were carried out in five project regions.

The campaign effectiveness evaluation The campaign was a great success, with the general coverage being at least 93% of the target group – the respondents who saw at least one video or sticker/leaflet of the campaign. 70% of the MSM community representatives in 10 regions saw campaign videos on the Internet. More than 80% “liked very much” and “rather liked” the videos , less than 8% of the respondents said they “rather didn’t like” the videos and nearly 8% found difficulty with evaluating.

7,9% 30%

39,5%

52,6%

56% Очень понрав ился

Очень понравился

Скорее понрав ился

Скорее понравился

Скорее не понрав ился

Затрудняюсь

Hockey video

Quest video

The campaign effectiveness evaluation The knowledge of the respondents about the ways of HIV transmission and protection and their attitude to using a condom are improved, the fatal moods are reduced.

The campaign effectiveness evaluation • 78% of respondents use a condom with all partners, which is by 22% more than before the campaign! • As compared to the results of the previous survey, the number of MSM using a condom always and almost always increased by over 15% due to the decrease in the number of those who used it irregularly or very rarely. • The number of those who did not use a condom during sexual contacts decreased by 18%.

Due to the special techniques of narrowcasting communication, the direct message of the campaign reaches its target group â&#x20AC;&#x201C; MSM community representatives â&#x20AC;&#x201C; without displeasing the conservative groups of the society. The techniques allow to cover a greater part of the target group at a rather low cost.

SOCIAL DEVELOPMENT

Developing the personal and communication skills of college students to improve their competitiveness in getting jobs

funded by Citi Foundation

The project has been implemented in Kolomna since September, 2011 • The FOCUS‐MEDIA Foundation, with the support of the Citi Foundation, continued working with students, now focusing on the students of vocational schools. • The purpose of the project Increase the competitiveness of vocational school graduates by developing their personal and social competence, training and involving them in the community activities which will help develop their skills of communication, commitment and assertion of rights.

Every second unemployed at the Employment Center is a person under 25. 40% of these are graduates from vocational schools. Why? • A considerable number of vocational school graduates are former inmates of orphanages and boarding schools who are often not in demand in the labor market due to their incompetence and lack of experience and communication skills. • Many of the vocational school students need training the skills of adaptation and interpersonal communication, their rights assertion and self‐identification, which, no doubt, will help them both get jobs and increase their personal involvement, develop a conscious position to successfully fulfill themselves in their life.

the project • Programs were developed and two training sessions were held: • December, 14‐16 ‐ training on personal development, communication skills and self‐ presentation. • December, 21‐23 ‐ training on preserving the physical and moral health. • 56 students received certificates.

planned for 15‐17.02.2012 •

The overall objective of the second level training is further training and involvement of vocational school students in professional and community activities, including development of personal and social competence, skills of health preservation, communication and rights assertion. •

After the joint training with the volunteers from the “Choice” Youth Center, the students will plan and implement activities in their vocational schools, e.g., youth health days, days to prevent tobacco, drugs and alcohol addiction, musical and theater evenings.

Since 2011, the FOCUS-MEDIA Foundation has been implementing the two-year project “Promotion of children’s rights and right to education for the children living in a post-conflict context and suffering from its consequences”, funded by Caritas, France, and European Commission. Project Geography: Chechen Republic, republics of Ingushetia, Dagestan and North Ossetia-Alania

Project purpose and objectives Project purpose: Promotion of children’s rights and right to education for the children living in a post‐conflict context and suffering from its consequences in four republics of the North Caucasus. Project objectives:

•

Raising the awareness of children and adults of the children’s rights in the republics;

•

Capacity building and creation of networks of local NGOs (in different regions of the North Caucasus, Moscow, and France);

•

Participating in providing adaptive support to needy children and their teachers in order to improve the level of education;

•

Developing advocacy activities aimed to work and cooperate with government agencies; As part of the project, qualitative and quantitative research was conducted among school teachers, students and their parents, the results of which are being used to develop recommendations for improving the situation of raising the students’ awareness about their rights and ways of their rights assertion.

Project partners: • In Chechen Republic – “Sozidanie” Regional NGO and “Sintem” Regional NGO. • We have been working together on the civil society development in the North Caucasus since 2004.

Project implementation: The objectives of the Foundation were to: • hold a series of educational seminars for organizations working in the field of children's rights in the North Caucasus; • plan and implement a mass media campaign for the population; • Assist with financial statements.

Project training sessions: •

The first organizational seminar was held in Vladikavkaz, July 27, 2011

• The meeting was attended by 28 representatives of the Chechen Republic, republics of Ingushetia, Dagestan and North Ossetia‐Alania. • The participants analyzed the situation about children in the North Caucasus. • The reports on the current situation in the region and the relevant work of non‐profit organizations were presented. The activities to promote mass media campaigns were planned.

The short summary of the seminar: • The issue of the rights in the region is rather difficult. Even people who work on this issue, are not willing to give the children the right to privacy, the right to express individuality. • The social and economic rights, like the right to material assistance and the right to housing are not exercised because of the high level of corruption, which is a greater problem than the lack of opportunities in the region. • Muslim law takes precedence over the rights of the child enshrined in the Constitution. • As a result of the seminar and the meetings, the mass media campaign plan was developed.

2 training sessions were held in Grozny, December 12‐16 : Exercising the rights of children with disabilities • Experts: Maxim larionov, Yuri Sidorov, Sofia Pak, “Perspective” regional NGO

The use of social marketing to advocate for children's rights • Experts: Oxana Barkalova, Tatiana Bazlova, FOCUS‐MEDIA Foundation

•

The first training session focused on discussing the most pressing problems in the regions: employment of disabled people, stereotyped behavior towards children with disabilities, lack of education, etc. All participants were given detailed answers to their questions and advice on the protection of the rights of children with disabilities, employment, accessibility and many others. The videos of the “Perspective” Regional NGO (films “Stigma”, “A Step Forward” and “Talks”) were shown and the booklets and posters were distributed.

•

At the second training session, the participants were acquainted with all aspects of mass media campaign planning and implementation. The main approaches and a failure in creating social advertising were discussed. The participants developed their own messages, slogans and communication strategy for the campaign promotion. The videos of the Social Advertising Laboratory, FOCUS‐ MEDIA Foundation and UNICEF were shown.

In December, 2011, the Foundation developed mass media campaign “Every Child Has the Right” to be implemented in the republics of the North Caucasus

• The campaign informs about the UN Convention on the Rights of the Child and its key provisions. • The materials are distributed free of charge by regional non‐profit organizations among teenagers, their parents and teachers in the North Caucasus. • Three types of campaign materials were produced: video, flipbook and leaflet.

The campaign was based on the survey carried out in spring 2011 in Chechen Republic. • See the full report on the survey here: http://undef.focus‐media.ru/know‐ more/research/

Short summary of the survey results 1. Teachers and parents of school students are slightly familiar with the rights of children. Almost half (49%) have never heard about the Convention on the Rights of the Child or the Law "On Basic Guarantees of the Rights of the Child in the Russian Federation." 2. Parents are not aware of how to assert the rights of their children, have no idea of the specific algorithms of action to protect their rights, do not have information about the agencies / services that control and protect the rights of students. 3. Most students also have never heard of the Convention and that they have rights, with the exception of those who lived in Moscow and studied at the Moscow schools. 4. A passive reaction of people to the offense, which is the result of being not aware of their rights and the ways of the rights assertion.

Short summary of the survey results 5. Lack of developed mechanisms (parents, school, media) for children to be informed of their rights. 6. Several types of violations of the rights of children occur in the Chechen Republic, the most frequently violated are: the right to protection from abuse, the right to free basic education, the right to maintain discipline properly, the right to freedom of privacy. 7. Children with disabilities can not fully exercise their rights, they are daily subject to real discrimination in the most important area of their lives ‐ education, and limited in human communication.

• Video http://b23.ru/prwl A 2D animated video was developed and drawn especially for the campaign. The video shows a family living in the Caucasus: a young man, his little sister, mom, grandfather and certainly a beautiful stranger. The video is aimed to be shown on TV and used at the lessons for teenagers.

• Flipbook A small book with pictures on every page. Turning the pages creates the illusion of movement. The highlight of the campaign! For adolescents not to get bored while reading useful material, the usual booklet is turned into a fun toy: on the one side of the page there is a boy dancing a lively dance ‐ lezginka, on the other side there are printed excerpts of the Convention and the laws of the Russian Federation.

• Leaflet Supposed to be distributed in educational agencies and organizations.

It contains information of the Convention, some of its articles and where the detailed information can be found.

A survey will be carried out in May, 2012, in the Chechen Republic to show the change of the teenagers’ awareness of their rights.

Those who are not able to attend our training sessions are invited to visit the virtual distance learning center http://www.bnfom.com/index.php?a=12 Our courses: • Social project planning and implementation • Social advertising campaign planning and implementation

FINANCIAL REVIEW

Expenditures of the FOCUS-MEDIA Foundation in 2011 # 1