unicef montenegro 2011 - inclusion of children with disabilities

Nobody’s Unpredictable Novembar 2011.

Inclusion of children with

disability

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Table of contents

• METHODOLOGY

• OPINION ABOUT UNICEF

• INTERACTION WITH CHILDREN WITH DISABILITIES

• SOCIAL DISTANCE TOWARDS CHILDREN WITH DISABILITIES

• INCLUSION OF CHILDREN WITH DISABILITIES

• CITIZENS’ ATTITUDES ABOUT DAY CENTERS AND SMALL GROUP

HOMES

• VISIBILITY AND ASSESSMENT OF CAMPAIGN „IT’S ABOUT

ABILITY “

• IMAGE OF CAMPAIGN „IT’S ABOUT ABILITY “

• SUMMARY

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Methodology

• Ad hoc face-to-face survey with interviewing performed at respondents’ home

• Data collected on representative sample for population of Montenegrin citizens aged 18 and more

• Target population size: 474 655

• Sample size: 1207(with 152 sampling points)

• Sample type: stratified 3-staged probability sample with sampling stages:

• Unit of the first stage - Polling station territory – approximately size of 200 HH (PPS with probabilities proportional to size)

• Unit of the first stage - Households by random route technique starting from the given addresses (SRSWoR)

• Unit of the first stage – Households member with same probability (SRSWoR) – Kish scheme

• Stratification is done according to:

• Type of settlement – urban/rural

• 4 geo-economical regions

• Post stratification is performed regarding: gender, age, type of settlement, geo-economical region

• Fieldwork control is done in 12% of totally interviewed in all strata proportionally to sample size, and logic and

consistency control of collected data is performed in 100%

• Data collection is performed from: 11th of November to 22nd November 2011..

• 95% confidence interval for incidence of 05% is (03.6%, 06.4%)



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Sample

49%51%

23%

19%18%

27%

13%

25%

54%

21%

32%

18%

28%

21%

63%

37%

Ma

le

Fe

ma

le

18

-29

30

-39

40

-49

50

-64

65

+

Ele

me

nta

ry o

r

less

Se

co

nd

ary

Co

lle

ge

or

Un

ive

rsity

Po

dg

ori

ca

Co

ast (B

oka

)

No

rth

We

st

Ea

st

Urb

an

Oth

er

Sex Age Education StratumType of

settlement

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Interaction with children with

disabilities

Inclusion of children with disability in Montenegro

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Can you tell me which expression do you personally use most frequently for children whose physical, mental or sensory abilities are below average abilities of children in their age?How would you call this group of children?

23%

17%

12%

10%

7%

6%

3%

3%

3%

2%

20%

27%

4%

9%

19%

2%

0%

1%

6%

2%

19%

24%

12%

3%

20%

0%

1%

1%

5%

2%

Handicapped children

Children with special needs

Children with

invalidity/disability

Sick children

Children with disability

Poor, pathetic, unhappy

Childrenm just like any other,

there is no difference

Children with defect

Children with retarded

development

Retarded children

Aug-10

December 2010

Nov-11

A term most commonly used when it comes to children with

disabilities - spontaneous responses

Base: Total target population


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Do you know any child with disabilities, or someone (relative, friend,

acquaintance, etc..) whose child has disability?

7


As in previous waves, the vast

majority of citizens (68%) know a

child with disabilities or parents

whose child has disability - not

found differences between the

1.2. and 3 wave

68

32

68

32

68

33

Yes

No

% August 2010.% December 2010.% November 2011.


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How often do you have contacts with children with

disabilities?


13%

5%

4%

11%

8%

10%

11%

11%

14%

10%

4%

8%

11%

5%

14%

8%

8%

8%

8%

12%

20%

0%

17%

10%

5%

15%

13%

12%

8%

9%

6%

4%

0%

Daily

Several times a week

Once a week

Several times a month

Once a month

Once in 2-3 months

Once in 6 months

Once a year

Less than once a year

I do not have any contact with children with disabilities

DK-REF

August 2010. December 2010. November 2011.


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How often do you have contacts with children with

disabilities?


Have you ever socialized with any child / person with disabilities?

Has your child ever socialized with any child / person with disabilities?

No, 41%

DK-REF, 2%

Yes, 21%

Don't have

children, 36%

No, 60%

DK-REF, 1%

Yes, 39%


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All things considered, how well are you informed

about the children with disabilities?


7%

38%

44%

43%

12%

9%

3%

9%

32%

40%

45%

14%

11%

3%

8%

27%

35%

47%

16%

11%

5%

I do not know anything about children

with disabilities

I know very little about children with

disabilities

Sum -

I know something about children with

disabilities

Sum +

I know a lot about children with

disabilities

I know very much about children with

disabilities


• One can say that positive

trend of increasing the

citizens’ knowledge about

children with disabilities

has been preserved.


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In your opinion, among children aged up to 18 years,

what percentage are the children with disabilities?


18%

16%

18%

13%

6%

30%

20%

19%

25%

14%

6%

17%

23%

23%

18%

11%

5%

20%

Up to 3%

3.1-5%

5.1-10%

10.1-20%

Over 20%

DK-REF


•In relation to the period prior

to the implementation of the

campaign “It’s about ability"

the percentage of citizens

who believe that the

population of children under

18 has up to 5% children with

disabilities significantly

increased.

•Also, the percentage of

people who do not have a

clear idea of how many

children with disabilities there

are reduced significantly.


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Do you think it is possible for a child with disabilities to become a

famous artist, businessman, successful politician or statesman in

Montenegro one day?


No, it is not

possible, 14%

DK-REF, 9%

Yes, it is

possible, 77%


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Awareness of famous people with disabilities –

spontaneous answers


% From Montenegro

Which famous people with disabilities have you heard of?

% Outside of Montenegro

11.4

2.5

0.7

0.5

0.3

0.3

0.2

0.1

0.1

Darko

Martinović

Marijana

Mugoša

Naod Zorić

Fadil Mučić

Nebojša

Šofranac

Majda Mučić

(slikarka)

Božidar

Denda

Mima Đurović

Slobodan

Mirjačić

24.6

18.3

3.0

2.7

0.8

0.6

0.5

0.4

0.3

0.2

0.2

Saša Matić

Dejan Matić

Andrea Bocelli

Stevie Wonder

Raz Charles

Ludwig van Beethoven

Van Gogh

Susan Bozle

Niko Vujičić

Stephen Hawking

Julia Roberts

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Social distance towards children

with disabilities


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Child with severe vision impairment - Which of the

following relationships are acceptable to you

Multiple response; Base: Total target population

76%

57%

51%

48%

35%

9%

7%

2%

69%

59%

57%

48%

16%

13%

8%

82%

72%

61%

58%

49%

18%

13%

6%

79%He lives in the same settlement / street with your

child

Goes to the same school / kindergarten / nursery

school with your child?

Goes to the same department / group with your

child

Socializes / plays with your child

Best friend with your child

In the older age in emotional relationship with

your child

In the adult age marries with your child

DK-REF

Aug-10 Dec-10 Nov-11


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Visually impaired child - Which of the following

relationships are acceptable to you


78%

49%

44%

41%

29%

3%

2%

4%

61%

53%

51%

41%

7%

5%

12%

82%

66%

55%

53%

44%

9%

7%

11%


child




child




your child


DK-REF



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Child with severe hearing impairments - Which of the



73%

55%

47%

45%

30%

6%

4%

4%

67%

60%

54%

43%

13%

9%

11%

79%

67%

58%

54%

42%

14%

10%

10%


child




child




your child


DK-REF



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Deaf child - Which of the following relationships are

acceptable to you


75%

46%

40%

39%

26%

3%

2%

6%

59%

50%

47%

36%

7%

5%

13%

78%

60%

51%

49%

38%

8%

7%

13%


child




child




your child


DK-REF



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Child with physical disabilities, such as permanent deformation,

or lack of a body part - Which of the following relationships are

acceptable to you


79%

43%

35%

33%

23%

3%

1%

6%

59%

48%

44%

35%

7%

4%

13%

80%

61%

51%

46%

37%

8%

5%

11%


child




child




your child


DK-REF



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Child has difficulties to move or is completely bedridden - Which of

the following relationships are acceptable to you


76%

43%

35%

34%

25%

2%

1%

6%

57%

49%

43%

35%

4%

3%

14%

80%

58%

49%

44%

37%

6%

4%

11%


child




child




your child


DK-REF



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Child suffers from some chronic disease which are not

communicable, such as asthma, heart defect, hemophilia, leukemia

and other - Which of the following relationships are acceptable to you


73%

49%

41%

36%

28%

3%

2%

3%

57%

47%

44%

35%

9%

6%

13%

79%

60%

50%

45%

37%

11%

7%

12%


child




child




your child


DK-REF



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Intellectual deficiencies and impairments, such as low intelligence, autism,

serious attention disorders, persistent difficulties in learning, and the like. -

Which of the following relationships are acceptable to you


73%

37%

28%

23%

14%

1%

1%

8%

54%

39%

35%

23%

3%

2%

14%

81%

56%

40%

36%

25%

5%

3%

13%


child




child




your child


DK-REF



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Child with severe emotional disorders, such as childhood neurosis,

psychosis, emotional changes caused by neurological damage - Which

of the following relationships are acceptable to you


68%

29%

19%

13%

8%

1%

0%

16%

39%

24%

18%

13%

2%

1%

18%

79%

42%

27%

21%

14%

3%

2%

20%


child




child




your child


DK-REF



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Child with severe disorders of socialization, such as hyperactive,

aggressive or other socially unacceptable behavior - Which of the



71%

30%

20%

15%

9%

2%

0%

11%

37%

23%

16%

12%

2%

1%

20%

76%

40%

25%

18%

13%

3%

2%

20%


child




child




your child


DK-REF



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Child with speech disorders - Which of the following

relationships are acceptable to you


75%

49%

41%

39%

28%

5%

5%

2%

64%

54%

51%

41%

14%

11%

9%

84%

68%

56%

52%

42%

16%

12%

9%


child




child




your child


DK-REF



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ACCEPTABILITY OF RELATIONSHIPS


2.0

2.0

2.3

2.8

2.8

3.0

3.0

3.1

3.1

3.3

3.5

2.3

2.2

3.0

3.4

3.5

3.5

3.6

3.7

3.8

4.0

4.1

2.5

2.3

2.9

3.3

3.4

3.5

3.6

3.7

3.8

3.9

4.0

Child with severe emotional disorders, such as childhood neurosis, psychosis,

emotional changes caused by neurological damage

Child with severe disorders of socialization, such as hyperactive, aggressive or

other socially unacceptable behavior

Intellectual deficiencies and impairments, such as low intelligence, autism, serious

attention disorders, persistent difficulties in learning, and the like.

Child has difficulties to move or are completely bedridden

Child with physical disabilities, such as permanent deformation, or lack of a body

part

Child suffers from some chronic disease which is not communicable, such as

asthma, heart defect, hemophilia, leukemia and other

Deaf child

Blind child

Child with speech disorders

Child with severe hearing impairments

Child with severe vision impairment

Aug-10

Dec-10

Nov-11

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Social distance towards children

with disabilities

Social distance towards various groups of children with disabilities differs:

•Similar to the previous waves the citizens have the biggest social

difference towards children with severe emotional disorders (neurosis,

psychosis) and children with severe disorder of socialization (socially

unacceptable behavior).

•On the other hand, citizens have the smallest social distance towards

children with severe vision and hearing impairments, as well as towards

children with speech disorders.

When individual relationships are concerned, in comparison with the period

before realization of campaign “It’s about ability” degree of acceptability of

certain categories of children with disabilities records statistically significant

increase, however, in comparison with the wave from December 2010, degree

of acceptability has remained on almost the same level.

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Inclusion of children with

disabilities


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The attitude of society towards children with disabilities


• Compared to the previous round of survey in December 2010, the percentage of citizens who believe that children

with disabilities are equally valuable members of society as all other citizens has increased by 8%, which is

statistically significant at the 0.05 level. Total increase of citizens who think that children with disabilities are

equally valuable member of society as others since the campaign started is 18% (comparison of results from

August 2010 before the campaign started and November 2011).

• The vast majority of citizens (94%) believe that government and society should do everything in their power to ensure equal

opportunities for children with disabilities.

• 22% of the citizens of Montenegro think that the state and society are not able to significantly help children with

disabilities, which is by 14% less compared with the period preceding the campaign „It’s about ability“.

2

1

61

94

92

22

The state and society should do everything in their power to ensure

equal opportunities and chances for children with disabilities,

regardless of the costs.

Children with disabilities are equally valuable members of society as all

other citizens.

The state and society are not able to significantly help children with

disabilities, no matter how much they try and how much money they

invest.

% I don't agree % I agree


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The state and society should do everything in their power to ensure

equal opportunities and chances for children with disabilities,

regardless of the costs.

4

1

2

92

95

94

August 2010

December 2010

November 2011



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Baza: Ukupna ciljna populacija

Children with disabilities are equally valuable members of society

as all other citizens.

11

4

1

74

84

92

August 2010

December 2010

November 2011



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The state and society are not able to significantly help children with

disabilities, no matter how much they try and how much money they invest.

47

63

61

36

22

22

August 2010

December 2010

November 2011



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Which of the following two statements is closer to your

views?


28

40

36

72

59

63

August 2010

December 2010

November 2011

% Child with disabilities should primarily be adapted to life in society, with the help of family and

the environment

% Society and the environment in which the child lives should primarily be adapted to the child

with disabilities, accepting all their specificities


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Which of the following statements is closer to

your views?


15

21

18

80

71

78

5

7

3

August 2010

December 2010

November 2011

% By providing professional assistance and through special relation of society and institutions, it ispossible to FULLY enable a child with disabilities for life in society

% By providing professional assistance and through special relation of society and institutions, it ispossible to SOMEWHAT enable a child with disabilities for life in society

% Regardless of professional assistance and special relationship of state and society, it is not possibleTO MAKE ANY SIGNIFICANT PROGRESS in enabling the children with disabilities for life in society.


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The attitude towards inclusive education


53

26

19

7

10

12

9

4

20

34

42

65

66

66

67

68

Montenegro currently has a lot of more important problems and many

more important issues than the adjustment of the regular school to the

needs of children with disabilities, creating new educational programs and

training teachers to work with these child

If children with disabilities attend classes in regular schools, this results in

the fact that teachers pay too much attention to them, and other children

are deprived a little bit.

For the development of the children with disabilities it is much better to

attend a specialized institution for education, than to go to regular schools.

Inclusion of children with disabilities in regular schools would contribute to

better understanding of these children by their peers.

It's good that children with disabilities attend regular schools, because in

this way, social skills and tolerance of other children are developed

If children with disabilities attend classes in regular schools, it has positive

influence on their development.

Even when children with disabilities go through their education, they have

less chances to get a job than the other citizens of the same level of

education.

Schools in Montenegro are not built to be accessible to children with

disabilities, and architectural adaptation of institutions to the needs of

these children should be one of the most important tasks of the state and

society.

% I don’t agre % I agree


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Please evaluate to what extent you agree with each of

the statements - I agree ( 4 + 5 )


74%

66%

64%

59%

57%

50%

41%

17%

80%

66%

69%

64%

64%

45%

41%

20%

68%

65%

67%

66%

66%

42%

34%

20%


disabilities, and architectural adaptation of institutions to the needs of these

children should be one of the most important tasks of the state and society.


better understanding of these children by their peers



education.

It's good that children with disabilities attend regular schools, because in this

way, social skills and tolerance of other children are developed



For the development of the children with disabilities it is much better to attend

a specialized institution for education, than to go to regular schools.

If children with disabilities attend classes in regular schools, this results in the

fact that teachers pay too much attention to them, and other children are

deprived a little bit.

Montenegro currently has a lot of more important problems and many more

important issues than the adjustment of the regular school to the needs of

children with disabilities, creating new educational programs and training

teachers to work with these child

August 2010

December 2010

November 2011


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the statements – I don’t agree ( 1 + 2 )


63%

24%

23%

18%

18%

12%

11%

7%

64%

24%

27%

14%

14%

8%

9%

5%

53%

26%

19%

12%

10%

9%

7%

4%

Montenegro currently has a lot of more important problems and many more

important issues than the adjustment of the regular school to the needs of

children with disabilities, creating new educational programs and training

teachers to work with these child

If children with disabilities attend classes in regular schools, this results in the

fact that teachers pay too much attention to them, and other children are


For the development of the children with disabilities it is much better to attend

a specialized institution for education, than to go to regular schools.



It's good that children with disabilities attend regular schools, because in this

way, social skills and tolerance of other children are developed



education.


better understanding of these children by their peers.


disabilities, and architectural adaptation of institutions to the needs of these

children should be one of the most important tasks of the state and society.

August 2010

December 2010

November 2011


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Please evaluate to what extent you agree with each of the

statements?


On a scale of 1 to 5, where 1 means strongly

disagree and 5 fully agree, evaluate the

degree of agreement with each of the read

statement.

3.9

3.5

3.6

3.7

3.7

3.4

3.2

2.4

4.0

3.7

3.7

3.7

3.7

3.3

3.2

2.4

4.0

3.8

3.8

3.9

3.7

3.4

3.1

2.4

Schools in Montenegro are not built to be

accessible to children with disabilities, and

architectural adaptation of institutions to the needs

of these children should be one of the most

important tasks of the state and society.

If children with disabilities attend classes in regular

schools, it has positive influence on their

development.

It's good that children with disabilities attend

regular schools, because in this way, social skills

and tolerance of other children are developed

Even when children with disabilities go through

their education, they have less chances to get a job

than the other citizens of the same level of

education.

Inclusion of children with disabilities in regular

schools would contribute to better understanding of

these children by their peers.

For the development of the children with disabilities

it is much better to attend a specialized institution

for education, than to go to regular schools.

If children with disabilities attend classes in regular

schools, this results in the fact that teachers pay too

much attention to them, and other children are


Montenegro currently has a lot of more important

problems and many more important issues than the

adjustment of the regular school to the needs of

children with disabilities, creating new educational

programs and training teachers to work with these

August 2010

December 2010

Novembar 2011

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Attitude towards inclusive

education

Citizens have more positive attitudes towards inclusion compared with the period preceding the

campaign “It’s about ability”

•In comparison with the previous research wave percentage of the citizens who think that

children with disabilities are equally valuable members of society has increased by 8%,

which represents statistical significance of 0.05. Percentage of citizens who think this has

increased by 18% ever since the campaign started.

•Besides that, percentage of the citizens who think that by providing professional

assistance and through special relation of society and institutions, it is possible to

SOMEWHAT enable a child with disabilities for life in society has increased by 7%, which

represents statistical significance of 0.05.

If these differences are observed in terms of average grades we can conclude that degree of agreement with

the following statements has increased in comparison with the previous wave:

•If children with disabilities attend classes in regular schools, it has positive influence on

their development .

•It's good that children with disabilities attend regular schools, because in this way, social

skills and tolerance of other children are developed.

•Even when children with disabilities go through their education, they have less chances

to get a job than the other citizens of the same level of education.


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statements?


28

38

11

15

20

10

4

4

33

35

53

53

53

66

77

84

In families where a child with disabilities is growing up, other children are

usually neglected.

For children with disabilities it is better to stay in special institutions, than

to live in their families, because these institutions have experts who are

specially trained to work with them

Parents of children with disabilities often take too patronizing attitude

towards their child, which leads to isolation of that child from other

children.

If a child with disabilities is left without parental care, it is better to put it in

a foster family than in a home.

I feel sorry for families with a child with disabilities, because they are

victims of unfortunate circumstances.

Parents who are raising children with disabilities, usually have to dedicate

their life to them completely.

Other children, who are growing up in families with children with

disabilities, learn to be more attentive and more tolerant.

Families of children with disabilities cannot be expected to overcome all

the challenges alone, they must be supported by the wider society.

% I don’t agre % I agree


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statements?

Average values; Base: Total target population On a scale of 1 to 5, where 1 means strongly disagree and 5 fully agree, evaluate the degree of agreement with each of the read statement.

3.3

3.9

3.9

3.5

4.0

4.1

3.3

3.7

3.0

4.0

3.8

3.5

3.7

4.1

3.1

3.5

3.0

3.9

3.7

3.5

3.5

4.1

3.1

3.5

For children with disabilities it is better to stay in

special institutions, than to live in their families,

because these institutions have experts who are

specially trained to work with them

Other children, who are growing up in families

with children with disabilities, learn to be more

attentive and more tolerant.

Parents who are raising children with disabilities,

usually have to dedicate their life to them

completely.

If a child with disabilities is left without parental

care, it is better to put it in a foster family than in

a home.

I feel sorry for families with a child with

disabilities, because they are victims of

unfortunate circumstances.

Families of children with disabilities cannot be

expected to overcome all the challenges alone,

they must be supported by the wider society.

In families where a child with disabilities is

growing up, other children are usually neglected.

Parents of children with disabilities often take

too patronizing attitude towards their child, which

leads to isolation of that child from other

children.

August 2010

December 2010

November 2011


© 2

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42


the statements -I agree ( 4 + 5 )


84%

80%

77%

76%

62%

51%

46%

43%

85%

84%

73%

68%

59%

52%

40%

40%

84%

77%

66%

53%

53%

53%

35%

33%

Families of children with disabilities cannot be expected to

overcome all the challenges alone, they must be supported by

the wider society.



Parents who are raising children with disabilities, usually have to

dedicate their life to them completely.

I feel sorry for families with a child with disabilities, because they

are victims of unfortunate circumstances.

Parents of children with disabilities often take too patronizing

attitude towards their child, which leads to isolation of that child

from other children.

If a child with disabilities is left without parental care, it is better

to put it in a foster family than in a home.

For children with disabilities it is better to stay in special

institutions, than to live in their families, because these institutions

have experts who are specially trained to work with them

In families where a child with disabilities is growing up, other

children are usually neglected.

August 2010

December 2010

November 2011


© 2

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43


the statements – I don’t agree ( 1 + 2 )


29%

22%

18%

12%

7%

6%

6%

5%

34%

31%

14%

14%

14%

3%

7%

4%

38%

28%

15%

11%

20%

4%

10%

4%

For children with disabilities it is better to stay in special institutions,

than to live in their families, because these institutions have experts

who are specially trained to work with them

In families where a child with disabilities is growing up, other children

are usually neglected.

If a child with disabilities is left without parental care, it is better to

put it in a foster family than in a home.

Parents of children with disabilities often take too patronizing attitude

towards their child, which leads to isolation of that child from other

children.

I feel sorry for families with a child with disabilities, because they are

victims of unfortunate circumstances

Families of children with disabilities cannot be expected to

overcome all the challenges alone, they must be supported by the

wider society.

Parents who are raising children with disabilities, usually have to

dedicate their life to them completely.



August 2010

December 2010

November 2011

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44

FAMILY AND CHILDREN WITH

DISABILITIES

•Opinions on whether it is better for the children with disabilities to stay in special institutions or to

live in their families are still divided – it is important that percentage of the citizens who

support institutionalization has decreased by 11% in comparison with the period which

preceded the campaign “It’s about ability” (5%less than in previous wave). Besides that,

percentage of the citizens who think that in families where a child with disabilities is growing up,

other children are usually neglected has decreased by 10% (7% in comparison with the previous

wave).

•Majority of the citizens (84%) think that families who have child with disability should be

supported by wider society. If we examine more deeply the perception of these families, we can

see that 2/3 of the citizens also think that parents who are raising children with disabilities,

usually have to dedicate their life to them. One out of two citizens think that parents of children

with disabilities often take too patronizing attitude towards their child, which leads to isolation of

that child from other children.

If we observe these results through average grades we can conclude that, in comparison with

the previous wave, degree of agreement with the following statements has decreased

significantly:

•Parents who are raising children with disabilities, usually have to dedicate their life to them.

•I feel sorry for families with a child with disabilities, because they are victims of unfortunate

circumstances.


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45

In your opinion, should the state provide financial support for

families of children with disabilities?


97

89

93

1

4

2

August 2010

December 2010

November 2011

% Yes % No


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46

Rights of children in Montenegro


40

43

47

51

44

41

10

13

12

August 2010

December 2010

November 2011

% The rights of children with disabilities are respected to a lesser extent than the rights of other childrenare% The rights of children with disabilities are respected equally as the rights of other children are

% The rights of children with disabilities are respected to a greater extent than the rights of otherchildren are

• Opinions about respect of rights of children with disabilities in comparison with other children are still divided –

41% of the citizens think that the rights of children with disabilities are respected equally as the rights of other

children, which is by 3% less compared with the previous wave. 47% of the citizens think that their rights are

respected to a lesser extent.

• The remaining 12% think that right of children with disabilities are respected to a higher extent than rights of other

children.

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47

ATTITUDES OF THE CITIZENS TOWARDS DAY

CARE CENTERS AND SMALL GROUP HOMES


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48

Do you know what Day Care Centres for children with

disabilities are?


No, 41%

DK-REF, 2%

Yes, 57%


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49

In day care centers, children with disabilities daily participate in various educational and creative

activities which stimulate their development. These activities are organized by professionals of various

profiles.

Children stay in day care centers for several hours a day, which allows their parents to be employed or to

do some household chores during that time. In this way help is extended to parents of children with

disabilities, and separation of these children from their families is prevented.

By creating a network of day care centers, which will cover every municipality in Montenegro, separation

of children with disabilities from their families will be prevented, and number of institutionalized children

will be reduced.

Day care centers for children with disabilities


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50

Is it needed to open a day care center for children with

disabilities in your town?

Base: Total target population Base: Respondents who think that it is not necessary to

open a day care center for children with disabilities (14%

of target population)

Why do you think that it is not necessary to open a day care center for children with disabilities in your town?

44%

0%

33%

23%

There is no need /

There are not

enough children for

that

It is better for such

children to be with

their families

Such center

already exists

Don't know /

Refusal

No, 14%

DK-REF,

1%

Yes, 85%


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51

And would you personally object to opening of a day care

center for children with disabilities in your town?

Base: Total target population Base: Respondents who would oppose opening of day

care center for children with disabilities in their town (2%

of target population)

Why would this bother you?

4%

3%

3%

90%

Discriminaytion of

children

I would be afraid

It is hard to see

such children

Don't know /

Refusal

No, 96%

DK-REF,

2%

Yes, 2%


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52

And would you personally have something against opening Day center

for children with disabilities in your neighborhood?

Base: Total target population Base: Respondents who would personally have something

against opening of a Day care center for children with

disabilities in their neighborhood (3% of target population)

Why would this bother you?

Ne, 94%

Ne

zna/Odbi

ja, 2%

Da, 3%

19%

13%

7%

6%

6%

3%

47%

There is not enough space / place for

such institution

It is hard see such children

I like a quiet life / because of my

children

Because of other children from

neighborhood / their reaction

It would be better to be in other part of

town / outside the town

I would be afraid

Don't know / Refusal


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Day care centers

Baza: Ukupna ciljna populacija

8

3

2

85

94

96

3

2

8

Citizens who think that it is

necessary to open a day

care center for children

with disabilities in their

town

Citizens who wouldn't mind

if a day care center for


were opened in their

neighborhood


if a day care center for


were opened in their town


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54

Do you know what small group homes for children with

disabilities are?


No, 66%

DK-REF, 1%

Yes, 34%


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55

Small group homes imitate family environment

and they represent an alternative for children

who are institutionalized, but not a

replacement for the right of a child to live in

family.

Therefore, small group homes are temporary

accommodation until conditions arise to return

the child to his/her biological family; to find a

foster family for the child; to adopt the child or

prepare him/her for independent life.

In one small group home a maximum of five

children are accommodated, together with

experts who give them love and professional

help for proper growth and development in the

atmosphere which imitates family environment.

Small group homes for children with disabilities


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Is it needed to open a small group home for children

with disabilities in your town?

Base: Total target population Base: Respondents who think that it is not necessary to

open a small group homer for children with disabilities in

their town (21% of target population)

Why do you think that it is not necessary to open a small group home for children with disabilities in your town?

42%

12%

9%

14%

1%

25%

There is no need /

There are not

enough children

for that

It is better for such

children to be with

their families

Day care center is

enough

Large centers for

such children

already exist

Other

Don't know /

Refusal

No, 21%

DK-REF,

1%

Yes, 79%


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57

Would you personally mind if a small grup home for children

with disabilities were opened in your town?

Base: Total target population Base: Respondents who would personally mind if a small

group home for children with disabilities were opened in

their town (2% of target population)

Why would you mind?

4%

3%

5%

88%

Discriminaytion

of children

It is hard to see

such children

Other

Don't know /

Refusal

No, 97%

DK-REF,

0%

Yes, 2%


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58

Would you personally mind if a small gruop home for children with

disabilities were opened in your immediate neighborhood?

Base: Total target population Base: Respondents who would personally mind if a small group

home for children with disabilities were opened in their

neighborhood (3% of target population)

Why would you mind?

No, 96%

Don't

know/Refuses

to answer, 0%Yes, 3%

24%

20%

17%

6%

4%

1%

3%

25%

It would be better to be in other part of

town / outside the town

There is not enough space / place for

such institution

It is difficult to see such children

Because of other children from

neighborhood / their reaction

I like a quiet life / because of my

children

I would be afraid

Other

Don't know / Refusal


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Small group home


11

2

1

79

96

97

2

1

11

Citizens who think that it is

necessary to open a small

group home for children

with disabilities in their

town


it if a small group home for


were opened in their

neighborhood


it if a small group home for


were opened in their town

Ipsos Strategic Marketing

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VISIBILITY AND ASSESSMENT OF

CAMPAIGN „IT’S ABOUT ABILITY“


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61

Have you noticed in the past months, any campaigns concerning children with

disabilities, either on TV, radio, newspapers or billboards, through promotion of

public personalities or interviews?


• When asked whether they

noticed in previous 3 months

a campaign on the children

with disabilities, 55% of the

surveyed population

responded positively.

Yes, 55%

No, 46%


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Do you remember who the initiator was / who were

the initiators of this campaign?

Multiple response; Base: Respondents who noticed some campaigns related to children with disabilities in the recent months ,

either on TV, on the radio, in newspapers, on billboards, through promotions of celebrities or in interviews: (55% of total target

population)

59%

19%

8%

7%

4%

2%

1%

0%

1%

29%

UNICEF

Government of

Montenegro

Association of

parents of children

with disabilities

European Union

NGO

Local government

Sponsors/ private

persons

Media, press, TV

Other answers

DK-REF

68%

39%

61%

64%

23%

24%

13%

9%

3%

29%

2%

0%

13%

0%

3%

8%

1%

4%

6%

10%

Podgorica

Coastal

region

North-west

East

Regio

n

UNICEF

Government of

Montenegro

Association of parents of


European Union

NGO


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63

UNICEF, Government of Montenegro, EU delegation and Associations of parents of

children with disabilities had a campaign in the past 3 months about children with

disabilities „It's about ability“. Have you noticed this UNICEF campaign?


• To the question of whether

they had seen the

campaign by UNICEF, the

Government of

Montenegro, the

Delegation of the European

Union and the Association

of Parents of Children with

disabilities 62% of people

said yes%.

Yes, 62%

No, 38%


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Do you remember any slogan, message from this

campaign?

Multiple response; Base: respondents who noticed the UNICEF campaign (62% of total target population)

34%

14%

13%

12%

11%

6%

3%

2%

1%

1%

1%

0%

0%

0%

0%

0%

1%

17%

24%

It's about ability

We see opportunities

We see our children

We see love

We see friendship

We see strength

We are all equal

Friendship / let's be friends with them

It's normal / natural to be different

Let's provide help/support to them

Give them a chance / include them in society

Where many see burden, we see love / happiness

Love / give them love

Where many see difficulties, we see opportunities

Where others see obstacles, we see the future

Where many see weakness, we see the strength

Other answers

None

DK-REF

• Slogan „It's about ability“ is spontaneously mentioned by

the highest percentage of citizens - 34% of them, with

another 14% also mentioning the slogan „We see

opportunities“.

• Third most remembered is the slogan „We see our

children“, remembered by 13% of citizens. Fourth is the

slogan „We see love“ (12%) and fifth is the slogan „We see

friendship“ (11%).

• Among the citizens who noticed the campaign, 24% could

not recall any of the slogans.


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Were any of these key messages covered

in this campaign?


56

47

38

37

35

28

44

53

62

63

65

72

It's about ability

We see opportunities

We see our children

We see love

We see friendship

We see stregth

% Yes % No


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In which media or places have you seen or heard

about this campaign?

Multiple response; Base: those who heard any of the messages (65% of total target population)

78%

48%

26%

20%

12%

12%

1%

1%

TVC (spot)

Billboards and street posters

Newspaper AD

TV program (news, contributions

and special shows)

Newspaper article

Radio program (news,

contributions and special shows)

Cinema Ster Cinema in Podgorica

DK-REF

• The majority of citizens

saw the broadcast TV spot

(78% of all who have heard

of some of the slogans

from the campaign), and

than billboards (48% of all

citizens who have heard of

some of the slogans from

the campaign).

© 2

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TV CAMPAIGN


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Have you noticed the TVC within the

campaign initiated by Unicef, with a GIRL

WITH DISABILITY PLAYING DRUMS?


0%

1%

1%

17%

83%

41%

41%

Very bad

Mainly bad

Sum -

Neither good

nor bad

Sum +

Mainly good

Very good

What is your general impression about this TVC?

Base: Respondents who noticed the ad (55% of total target

population)

• The overall impression of

this video is bad only for

1% of those who noticed,

while it is good for 83%

(41% is very good).

Yes, 55%

No, 45%

• 55% of the citizens noticed TV spot in which a Girl

with disabilities is playing drums.


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Why do you think so? Which factor in this TVC had the

strongest impact in making such a good impression on you?

Multiple responses; Base: if general impression of this TVC was good (83% of total target population)

21%

17%

10%

9%

8%

5%

5%

5%

4%

3%

3%

2%

3%

Children’s abilities/ a way to prove their

abilities

Positive impression, well designed

Courage, strength, energy of children

Inclusion of children in the society/

equality in the society

Girl/ children who took part in the

campaign

Promotes love, humanity, accepting

Persuasive, realistic, educational

message

Optimism, joy of the girl

Drawing attention/ engagement of the

society

Assistance/ attention/ care for these

children

Optimism/ cheerful atmosphere

It’s touchy/ pitty

Other answers

9%

17%

30%

17%

12%

6%

3%

16%

11%

13%

6%

1%

21%

19%

8%

1%

Podgorica

Coastal

region

North-

west

East

Re

gio

n

Positive impression,

well designed

Courage, strength,

energy of children

Inclusion of children in

the society/ equality in

the society

Don't know/refusal

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CAMPAIGN - EVENTS

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During the second phase of the campaign „It's about ability“ in 2011, Unicef

organized various events, such as:

• presentation of the Convention on the Rights of Persons with Disabilities in

Braille and sign language for the first time in the Balkans;

• participation of children with disabilities in different children’s festivals for

the first time - the festival „Zlatna pahulja“ in Rozaje, the International

Theater Festival for Children u Kotor, Whitefield jazz festival in Bijelo Polje

and Vidrafest – the festival of nature and science on Skadar Lake;

• establishing of specially equipped inclusive playrooms in primary schools;

• training for school parliaments about inclusion of children with disabilities;

• children’s dialogues about inclusion with representatives of the Government

and municipalities in Montenegro, representatives of embassies and

UNICEF;

• visit of children with disabilities to the Italian embassy in Podgorica, etc.

•

Included in these events were the President of Montenegro, the Prime Minister,

representatives of the Government of Montenegro, high officials of UNICEF, UN

Delegation, diplomats, children with and without disabilities, parents, UNICEF

Goodwill Ambassador Rambo Amadeus...


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72

Have you followed or heard any piece of news or contribution

regarding any of these events which were organized within

campaign „It's about ability“.


Yes

36%

No

60%

DK-REF

4%

Base: respondents who followed or heard any piece of

news or contribution regarding any of the events which

were organized within the campaign„It's about ability“

(36% of total target population)

What is your general impression

about these events?

2%

2%

4%

21%

60%

36%

24%

15%

Very bad

Mainly bad

Sum -

Neither good nor

bad

Sum +

Mainly good

Very good

DK-REF

• Just over one-third of the population saw or heard

a news item or article with some of the events that

are organized within the campaign “It’s about

ability."


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74

Billboards - street posters or advertisements in

newspapers - familiarity and overall impression (June)


36%

34%

32%

32%

32%

32%

31%

46%

35%

32%

It's about ability 1

We see

opportunities 1

We see our

children 1

We see strength

We see friendship

2

We see our

children 2

We see friendship

3

We see love

We see

possibilities 2

We see friendship

1

1%

2%

1%

2%

1%

1%

2%

1%

3%

2%

89%

91%

86%

90%

91%

88%

93%

90%

91%

90%

Unfavorable ( 1 + 2 ) Favorable ( 4 + 5 )

Base: respondents who noticed any of the

following ads on billboards/street posters or

newspapers

Average: 4,52

Average : 4,51

Average : 4,49

Average : 4,54

Average : 4,46

Average : 4,61

Average : 4,53

Average : : 4,42

Average : : 4,53

Average : : 4,50

41%

33%

31%

31%

29%

29%

29%

27%

29%

28%

The percentage of favorable ratings

(4 +5) in the total target population


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newspapers - familiarity and overall impression (august)


1%

1%

1%

2% 88%

93%

89%

89%




newspapers

Average: : 4,50

Average : 4,59

Average : : 4,52

Average : 4,48

41%

38%

38%

36%

We see our

children 3

We see our

children 4

We see friendship

4

We see friendship

5

36%



35%

34%

32%


© 2

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newspapers - familiarity and overall impression (october)


43%

43%

34%




1%

2%

2%

89%

93%

92%




newspapers

Average: : 4,58

Average : 4,63

Average : 4,49

39%



40%

30%


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Billboards - street posters or newspaper ads - Visibility

77


• 74% of citizens of Montenegro

saw at least one billboard or a

newspaper ad used in this

campaign

• Billboards were noticed by lower

percentage of citizens 65+,

those with finished just primary

school, those who live in rural

areas or in the north-western

part of the country.

Yes

74%

No

26%


© 2

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Visibility of the campaign “It's about ability”

78


Total Do you have children in the household? Do you know any child with special needs? How well are you informed about children with

special needs?

Yes

No

Yes

No

Have n

o

info

rmatio

n

or

little

Know

som

eth

ing

Very

fam

ilia

r

N 1207 445 762 815 392 423 572 197

sig 0.73 0.17 0.00

Yes 81.9 81 82 83 80 72 87 87

No 18.1 19 18 17 20 28 13 13

Total 100%

Total Gender Ager Education Income per household

member Region

Settlement

type

Male

Fe

male

18-2

9

30-3

9

40-4

9

50-6

4

65+

Ele

menta

ry

or

less

Secondary

school

Colla

ge o

r

Univ

ers

ity

Curr

ently in

educatio

n

Up t

o 1

00 €

101-2

00 €

Over

200 €

DK

-RE

F

Podgorica

Coasta

l

regio

n

Nort

h-w

est

East

Urb

an

Oth

er

N 1207 590 617 281 234 214 325 154 279 573 249 106 371 368 304 165 391 222 337 257 763 444

sig 0.06 0.00 0.00 0.00 0.00 0.00

Yes 81.9 80 84 90 80 81 82 71 67 83 91 93 74 87 85 81 91 85 78 71 88 72

No 18.1 20 16 10 20 19 18 29 33 17 09 07 26 13 15 19 09 15 22 29 12 28

Total 100%


© 2

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Billboards – street posters or newspaper ads - Visibility

79


Total Genderl Age Education Income per household

member Region

Settlement

type

Male

Fe

male

18-2

9

30-3

9

40-4

9

50-6

4

65+

Ele

menta

ry

or

less

Secondary

school

Colla

ge o

r

Univ

ers

ity

Curr

ently in

educatio

n

Up t

o 1

00 €

101-2

00 €

Over

200 €

DK

-RE

F

Podgorica

Coasta

l

regio

n

Nort

h-w

est

East

Urb

an

Oth

er

N 1207 590 617 281 234 214 325 154 279 573 249 106 371 368 304 165 391 222 337 257 763 444

sig 0.29 0.00 0.00 0.00 0.00 0.00

Yes 74.5 73 76 84 74 75 76 55 55 76 88 85 65 80 79 76 84 83 67 63 80 65

No 25.5 27 24 16 26 25 24 45 45 24 12 15 35 20 21 24 16 17 33 37 20 35

Total 100%

Total Do you have children in the

household?

Do you know any child with special

needs?

How well are you informed about children with special

needs?

Yes

No

Yes

No

Have n

o

info

rmatio

n

or

little

Know

som

eth

ing

Very

fam

iliar

N 1207 445 762 815 392 423 572 197

sig 0.91 0.00 0.00

Yes 74.5 74 75 77 69 63 80 82

No 25.5 26 25 23 31 37 20 18

Total 100%


© 2

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80

Have you heard within this campaign some information about the research that has been done

by UNICEF, for example percentage of people who would accept a child with a disability

attending the same school that their child attends, or the percentage of citizens who would not

mind a child with disabilities to be the best friend of his/her child?


Yes

15%

No

75%

DK-REF

10%• 15% population of Montenegro

heard at least some information

about research by UNICEF so far,

for example percentage of people

who would accept that a child

with a disability attends the same

school that their child attends, or

the percentage of citizens who

would not mind a child with

disabilities to be the best friend

of his/her child.

Campaign image


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Generally, how much of your attention do you think this recent

UNICEF campaign „It’s about ability“ that referred to children

with disabilities drew?

Base: respondents who noticed the campaign „It's about ability“( 82% od of target population)

22%

41%

63%

25%

12%

9%

2%

It drew my attention greatly

It mainly drew my attention

Sum +

It neither drew my attention

nor not

Sum -

It mainly didn’t draw my

attention

It didn’t draw my attention at

all

• 63% of citizens of Montenegro think that the

recent Unicef campaign „It's about ability“ that

refers to children with disabilities drew their

attention

In contrast to them, 12% think that the campaign

“It’s about ability” did not draw their attention.

• It can be said that the campaign to a lesser

extent attracted the attention of people living in

the north-west of Montenegro, men, and people

who are 65 or over 65


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How did you like this campaign in general?


31%

45%

20%

4%

3%

1%

76%

I liked it very much

I mainly liked it

Sum +

I neither liked it nor not

Sum -

I mainly didn’t like it

I didn’t like it at all

• The campaign “It's about ability” left very positive

general impression on the citizens of Montenegro

(76%).

• Only 4% of the population didn’t like the campaign.

• Citizens who live in northwest part Montenegro,

those who live on the coast, men and people

older than 65 years give slightly lower ratings to

the campaign. In contrast, higher ratings are

given by those who live in Podgorica, as well as

by women.


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Did you find out anything new during the campaign, which you did not think

about before or that you did not know before when it comes to children with

disabilities and their involvement in the community?


16%

38%

54%

13%

33%

7%

26%

I found out many new

things

I found out some new

things

Sum +

I neither found out nor

not any new things

Sum -

I mainly didn’t find out

anything new

I didn’t find out

anything new

"People who have more than 65 years

and those who live in the north-western

part of Montenegro, as well as on the

coast, in lesser extent state that they

find something new"

“Citizens aged 18 to 29

years, those who live in the

eastern part of Montenegro

and Podgorica in greater

extent stated that they

learned something new "”


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What new information have you found out in this

campaign?

85

Multiple response; Base: oni koji su saznali nešto novo tokom kampanje (61% of target population)

36%

30%

27%

25%

24%

20%

19%

14%

14%

11%

10%

9%

8%

1%

2%

5%

I found out about small group homes.

I found out that children with disabilities can progress/learn.

I found out about daycare centers for children with disabilities.

That they should be approached and treated like all other children.

That they can be successful artists, athletes, journalists, politicians, etc. like some

world celebrities with disability.

That they can attend regular schools.

That it is a responsibility of the society to enable them to live in families, attend

schools, socialize with their peers and take part in recreational activities for

That they should be enabled to live in a family and not in an institution.

That they can be good friends with children without disabilities

I found out about benefits of socializing with children with and without disabilities.

I found out how to help children with disabilities.

I found out that it is best for children with disabilities to grow in a family.

I found out about negative consequences of children staying in institutions on their

development.

Everything/ many things

Nothing/ nothing they didn’t know already

Don’t know/Refusal


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In general, to what extent did this UNICEF campaign influence

you to seriously think about children with disabilities and the

attitude of the society towards them?


20%

38%

59%

29%

11%

6%

5%

1%

It influenced a great deal

It mainly influenced

Sum +

It neither influenced nor not

Sum -

It mainly didn’t influence

It didn’t influence at all

DK-Ref

• 59% of citizens of Montenegro say that

the Unicef campaign “It's about ability”

influenced them to seriously think

about children with disabilities and

attitude of the society towards them.

They are mainly women or those who

live in the east.

• On the other hand 11% say that the

campaign did not influence them -

more frequently men, citizens aged 65

or older, and those who live on the

coast claim this.


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Did this campaign make you change any

of your attitudes towards children with

disabilities?

Base: those who noticed UNICEF campaign „It’s about ability“

(82% of target population)

Can you please tell me which attitudes you changed?

34%

33%

30%

24%

20%

17%

2%

Among children with

disabilities, now I see

potential future artists

and

successful/prominentI am more convinced

that it is possible to

provide quality life for

children with

disabilities in ourChildren with

disabilities are less of

a mystery to me - I

understand them

better nowI don't mind spending

time with children with

disabilities any more,

at school, on the

playground etc.

I observe children with

disabilities more like

all other children

I am less afraid of

contact with children

with

disabilities/persons

with disabilities

Don’t know/Refusal

Multiple answers; Base: those who changed f their attitudes


• The campaign “It's about ability” influenced 22% of citizens

in a way that they changed some of their attitudes about

children with disabilities. 22% say that the campaign did

not influence them, since their attitudes are somewhat

different, but they don’t think they should change them,

Even 56% believe that the campaign did not influence

them at all, since everything they saw in this campaign

coincides with their opinion about proper attitudes towards


1%

22%

22%

56%

Not at all, since everything that I saw

in this campaign coincides with my

opinion about proper attitudes towards


It made me change

some of my attitudes

Not at all, my attitudes are somewhat

different, but I don’t think I

should change them

DK-REF


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Did this campaign make you change any

of your behaviour towards children with

disabilities?

Can you please tell me which behaviour you changed?

53%

40%

15%

15%

13%

9%

2%

I feel less uncomfortable w hen I see a child

w ith disability/person w ith disability

I communicate more easily w ith children w ith

disabilities / persons w ith disabilities

I started to stimulate/support donations for

inclusive education and support to families

w ith children w ith disabilities

I started to stimulate/support volunteer support

to daycare centers and associations of

parents of children w ith disabilities

I socialize/communicate more w ith children

w ith disabilities / persons w ith disabilities

I started to stimulate socializing w ith children

w ith disabilities

Don’t know /Refusal

Multiple answers; Base: those who changed f their attitudes


• The campaign “It's about ability” influenced 23% of

citizens in a way that they changed some of their behaviour

towards children with disabilities. 77% say that the

campaign did not influence them to change behaviour.

77%

23%

Yes

No

Base: those who noticed UNICEF campaign „It’s about ability“



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Observed in general, thinking about UNICEF campaign „It’s about

ability“, what do you recall the most?

Multiple answers; Base: those who noticed the campaign „It’s about ability“ (82% of target population)

11%

10%

7%

7%

4%

3%

3%

3%

2%

2%

2%

2%

2%

2%

1%

Ads

Girl playing drums

Children/ children’s faces/ pictures of children

Billboards

Smiles/ joy/ happiness of children

Slogans, messages

Attention/ care for children

TV ads

Good idea, initiation, organization of campaign

That they are equal/ accepted/ included in the society

Socializing/ children playing

Girl

Children practicing sports ( tennis, athletics)

Opening day centers/ workshops

Possibilities, abilities of these children

• As for remembering of the campaign

“It's about ability” elements that

citizens recall most are ads, girl who

plays drums, children and billboards .


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What did you like most?

Base: those who noticed UNICEF campaign „It’s about ability“ (82% of target population)

20%

8%

5%

4%

4%

4%

3%

3%

3%

2%

2%

2%

2%

2%

29%

Everything

Commercials

Smile/ cheerfulness/ children's joy

Good idea, initiation, organization of

campaign

Girl who plays drums

Attention/ children's care

Children/ children's faces/ pictures of

childrenThat they are equal/ accepted/

included in the society

Slogans, messages

Billboards

Activities, events, sport match,

articles, showsDrawing attention/ awakening

conscience of societyOpening day care centers /

workshops

Possibilities, abilities of these children

DK-REF

14%

18%

24%

26%

11%

6%

5%

8%

3%

7%

5%

6%

6%

5%

5%

1%

4%

3%

5%

3%

Podgorica

Coastal

region

North-

west

East

Str

atu

m

Everything

Commercials

Smile/

cheerfulness/

children's joy

Good idea, initiation,

organization of

campaign

Girl who plays the

drums

• 20% of citizens say that they liked everything in the campaign “It's about ability.

• A smile, cheerfulness, joy of children highlights the 5%, 8% clip.


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What would you change about this campaign? What

would you do differently?

Base: those who noticed UNCEF campaign „It’s about ability“ (82% of target population)

3%

3%

2%

1%

1%

1%

1%

0%

1%

54%

35%

Large number of promotions, more extensive, longer

lasting

More extensive media presence

Inclusion of larger number of children, towns, workshops

Larger number of concrete activities, deeds and not words

More care, attention, support

More financial means, investments, donations

Inclusion of celebrities in the campaign

Inclusion of larger number of people, institutions, the state

Other answers

Nothing

DK-REF

• Even 54% of citizens say that they

wouldn’t change anything in the

campaign “It's about ability”.

• 35% don’t know what they would

change

• 4% said more actions, bigger,

longer campaign, 3% more

presence in media

92

Summary

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SUMMARY (1)

• Same as in the previous wave, citizens are at the strongest social distance from children with rather

severe emotional disorders (neurosis, psychosis etc.) and children with severe socialization disorder

(socially unacceptable behavior).

• On the other hand, citizens are at the weakest social distance from children with severe visual and

hearing impairments, as well as children with speech disorder.

• Relative to the period before the realization of the campaign “It's about ability”, the degree of

acceptability towards all categories of children with disabilities has kept its positive trend.

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SUMMARY (2)

Relative to the previous wave of the survey, percentage of citizens who think that children

with disabilities are equally worth members of the society just like all the other citizens, is

increased for 8%, which is statistically significant at the level 0.05. In total, since the

campaign started the percentage of citizens who think so has increased by 18%.

• Additionally, percentage of citizens who believe that by providing professional

assistance and special attitude of the society and institutions, it is possible to

SOMEWHAT enable a child with disabilities for life in society, is increased for 7%, which

is statistically significant at the level 0.05.

• Or, that the state and society are not able to significantly help children with disabilities is

the opinion of 22% of citizens of Montenegro, which is for 14% less than in the period

prior to the campaign „It's about ability“.

• Additionally, positive trend is continued in terms of the opinion about positive influence

of children with disabilities attending regular classes.


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The most notable part of the campaign

Observed individually, the most notable part of the

campaign was the TV spot seen by 55% of general

population. General impression of this spot is

positive for 75% of all those who saw it, and negative for

only 1%. Besides, the billboards used in this

campaign were noticed by 75% of citizens of

Montenegro.


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Impression

The campaign “It's about ability” has, observed in general, made a very

positive impression on the citizens of Montenegro (76%), while only 4% of those who noticed the campaign said

that they didn’t like it


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Influence

The campaign “It's about ability” has, in general, made strong influence on citizens of

Montenegro. 54% of citizens of Montenegro found out something new about children with disabilities in the campaign, and 23% changed

their behavior towards children with diabilities.


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Influence


39

18

12

9

23%

54%

76%

82%

18

12

9

39

Citizens of Montenegro who

changed their behavior

towards children with

disabilities


found out something new in

the campaign


liked the campaign

Citizens fo Montenegro who

saw the campaign


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Billboards – street posters or newspaper ads-

awareness and general impression

100

Of all billboards in the

campaign ,

most attention was

drawn by the billboard

“Join us”,

and then the billboard with the

athletes.

The best

average grade (4,63)

was given to the billboard

with the girl putting

make up on,

and then the billboard

“We see our children” with

2 boys with a

ball(4.61).

All billboards left

good general impression,

since more than 80%

of those who noticed them

gave positive grades

(4 and 5 on the scale from 1 to 5).

75% of citizens of Montenegro

saw at least one billboard used

in this campaign

unicef montenegro 2011 - inclusion of children with disabilities

Documents