IECD Media Campaign - Vietnam

A four-day workshop was held in Hanoi, Vietnam in December, 2002 to work toward campaign launch. Fifty participants reviewed research on the significance of children's early years for later development, as well as on the effective design of media campaigns. They also studied international and Vietnamese media for and about children. These preliminary activities supported the development of a slogan for the campaign, which will not be message-driven but will be guided by this goal: "To initiate a national movement whereby people begin to look at infants and young children in a new, holistic way." To support this goal, participants designed six prototype media (including radio spots, low-literacy posters, children's books, newspaper inserts, a newborn gift box, and a television public service announcement), and developed a specific plan of action for the campaign. A much smaller core group of intersectoral and media individuals will refine the strategy outlined at this meeting throughout production and launch.

The strategy so far mapped out will be based, first, on books for children that have been in development over the past year. One such book emphasises the importance of family members encouraging curiousity in a young child. Another is about a grandfather in a village who nurtures the holistic development and inclusion of his disabled grandchild. A third book is about an ethnic minority girl and boy who are encouraged equally in their family's routines. The fourth is about a child's senses and how family members help to develop them in simple ways. These books will be adapted into radio and TV scripts. Related songs will be created, distributed, and used in other media. Communities will be encouraged to develop their own creative media to complement or supplement the stories, and to adapt them to people in their communities. Furthermore, a set of low-literacy, photo-based posters will be developed using the slogans "Look what I can do with MY child?" and "Can you do this with YOUR child?" The images will feature loving, responsive, holistic care with infants and young children by a variety of caregivers during daily routines. The images will represent many different groups of people in Vietnam and will be inclusive of ethnic minorities and people with disabilities. The posters will be adapted to radio, television, and children's books, and will be used in press pages with additional information on IECD. Simple songs will be developed to complement the photos. Communities will be encouraged to identify new role models for their own localised as well as national efforts.

Other programme initiatives include advocacy efforts and capacity-building workshops for policy makers and leaders at the national and local level. For example, a Pocket Guide for Policy Makers is planned, along with a Positive Deviance strategy. Intersectoral cooperation and convergence of priorities and services will begin with the current Programme Plans of Action for 2003 between UNICEF and the Government of Vietnam. One district has been selected as the pilot site; the IECD Task Force will continuously evaluate progress and impact on behalf of children and their families - especially those in most need.

Children.