Creative PR-Project Youth Policy Promotion on the Struggle

Creative PR-Project “Youth Policy Promotion on the Struggle against Home Violence over Children with the Help of PR and Advertising” Fulfilled: J. Snegova, A. Lisitsyna, A. Belaya, E. Galkina Scientific Supervisor: Assistant Professor F. Vagapova Scientific consultant: Assistant Professor S. Kolobova Nizhny Novgorod, 2013

Cruel treatment with children in the family Violence over children is considered to be any action or inaction of adults bringing psychological or physical hurt to a child.

Types of violence over children: • • physical violence; sexual abuse; psychic (emotional violence); neglect of main child demands.

Statistics Annually: • about 2 mln children till the age of 14 suffer from being beaten by their own parents (in the most cases- lethal outcome); • 50 000 escape from their homes trying to save themselves from family violence; • 7000 children become victims of sexual abuse.

Public opinion poll monitoring Methods Which method of struggle against home violence over children is the most effective one? 11% 20% 9% social advertising social workers activities with unfavourable families family trainings own variant 16% volunteer participation in cooperation with children 44%

Project aim – youth initiatives promotion with the help of the mass media, PR and advertising: struggle against home violence. Problem: high number of cases of home violence Solving the problem: Complex measures directed to liquidation and preventing home violence over children Result: Decreasing of home violence cases

Characteristics of project Geography – Nizhny Novgorod, Nizhny Novgorod Region. Project characteristics: social, innovatory, educative, moral and demonstrative. Project realization: 1 year. This project represents the integrity of some united ideas, PR-events which can lead to the solving of the problem and give systematic character to the project.

Project tasks: 1. Social advertising of the organization ”Home smile” 2. Target groups definition 3. Interaction with the media, social institutions and charity funds. 4. Complex measures directed to the law education of parents, professional skills qualification of social institutions in the spheres of upbringing and psychology. 5. Organizing of volunteer activities with the aim of help to socially unfavourable families and children involved into social activities. 1. Working group organizing on preparation and realization of main stages of the project. 2. Preparing and conducting regional contest of social advertising “Home smile” by a group of students • sponsorship involving • information about a contest • contest conducting • TV and radio transmission of participants projects. 3. Target groups informing about a project with the help of messages on the Internet, published issues of Nizhny Novgorod, radio of N. N. 4. Social and pedagogical measures • Collaboration with social institutions • Trainings for unfavourable families • Interaction with educational, social and psychological institutions.

Target groups • children under age; • parents; • students; • social and educational institutions.

Project Devices • Regional contest of social advertising “Home smile” directed to warding off home violence over children; • Social films and posters; • Mutual work of students-volunteers and social institutions with unfavourable families (visits to families, video demonstration, upbringing talks, trainings, charity events organizing, family pastime, rest, group on interests organizing); • Practical skills; • Person-person interaction (involving children being in a difficult life situation, mutual help, mutual collaboration with volunteers and participation in social activities).

Action 1. A series of sociological polls among target audience Articles of expenses Approximate cost Involvement of specialists sociologists 1. 30 000 rub. for research of public opinion and the situation analysis 2. Organization of the competition of 1. Tenancy; 2. Preparation and informing of target the social advertising "Native Smile" audience on carrying out competition; 3. Carrying out presentation of the project, preparation of distributing materials for participants; 4. Hall decorating. Financing sources 1. Government of the Nizhny Novgorod Region; 2. Administration of Nizhny Novgorod 1. 45 000 rub. 2. 20 000 rub. 3. 13 000 rub. 4. 4 000 rub. 1. Government of the Nizhny Novgorod Region; 2. Administration of Nizhny Novgorod; 3. «Oliver printing house» ; 4. Newspapers of Nizhny Novgorod and Nizhny Novgorod Region; 5. «Volga» TV channel. 3. Information campaign in the mass media 1. Informing of target audience on the 1. 135 000 rub. project with the help of: a) the Internet; b) the print media; c) the radio. 4. Mass actions 1. Carrying out by volunteers and social services of the region of joint charitable actions with the subsequent publications in mass media; 2. Carrying out exit trainings for dysfunctional families. 1. 90 000 rub. 2. 20 000 rub. 5. Creation of clubs on interests for minors 1. Rent of rooms + purchase of a stationery. 2. Purchase of the technical equipment. 1. 28 000 rub. /month. 2. 90 000 rub. 1. Government of the Nizhny Novgorod Region; 2. Administration of Nizhny Novgorod; 3. «Oliver printing house» ; 4. Newspapers of Nizhny Novgorod and Nizhny Novgorod Region; 5. «Volga» TV channel. 1. Government of the Nizhny Novgorod Region; 2. Administration of Nizhny Novgorod Region; 3. Newspapers of Nizhny Novgorod and Nizhny Novgorod Region; 4. «Volga» TV channel. 1. Government of the Nizhny Novgorod Region; 2. Administration of Nizhny Novgorod. Total: 447 000 rub + a monthly payment on point No. 5 - 28 500 rub. Total for 1 year of implementation of the project: 789 000 rub.

Significance and results Worked out project: • has an opportunity to solve an important problem of increasing number of home violence over children • partially liquidates pedagogical and law illiteracy of parents on the issues of children upbringing • gives an opportunity to young generation to initiate solving one of the most actual problems of the modern world. It proves that the project has socially directed use for the Russian society. It forms social and moral aspects - considering home violence over children as unacceptable component of their upbringing. Achievements of project tasks let change public opinion and form a new civil position and call up the country population to more active participation in the destiny of their future – children.

Thank you for your attention!