2 November 2009: I have the right to know! UNICEF announces the launch of media campaign timed to coincide with the 20th anniversary of the Convention on the Rights of the Child
The United Nations Children’s Fund (UNICEF) announces the launch of a media campaign devoted to child rights protection. The principal goal of the campaign entitled “The Rights of the Child” is to remind children and their parents, as well as the whole community of the need to take into consideration the child’s interests and respect his or her rights when important decisions are made at both the family and state levels. The campaign is carried out with the assistance and participation of the Moscow City Government.
November 20 is the Universal Children’s Day. On that day 20 years ago, the Convention on the Rights of the Child was adopted. During the years that have elapsed since then, a lot of things have changed. A new generation of children has grown up. Over the recent years, noticeable improvement in the situation of children in Russia has taken place: new laws have been enacted; family care services have been streamlined; sizable funds are allocated from the state budget towards the implementation of various social programs.
However, lots of problems have yet to be addressed. The child mortality rate in Russia is four times higher than in Western Europe. Despite the development of family-based care settings for children without parental care, a lot of children are still denied the opportunity to grow up in a family environment. The number of children living in state-run institutions is not going down: some 156,000 children are brought up in children’s homes and residential institutions. There are over 500,000 disabled children in Russia, with some of them having no access to quality education. Special efforts should be focused on children who often fall through the cracks: children in difficult circumstances, children living with HIV, street children, children from migrant families, etc.
The situation of children depends not only on the policies and measures implemented by the authorities, but it is largely determined by actions and attitudes of people around them. Every child, regardless of his or her health status, ethnicity, gender or social status, should have the opportunity to grow up in a family environment, gain access to adequate education and take part in the social life of his or her community; no child should be subjected to discrimination.
Within the context of this campaign, UNICEF has commissioned the Laboratory of social advertising to create a video spot (15 and 30 seconds) and design mock-up models of outdoor and magazine advertisements. During the period from November 1, 2009 till March 1, 2010, these public service announcements are to be broadcast free of charge on Russian federal and regional TV channels, at large supermarkets and airports. Within the framework of the partnership under the Child-Friendly Cities Initiative, the Moscow City Government has assigned a considerable number of Moscow-based billboards for UNICEF needs.
Also you may see the video on UNICEF Russia YouTube channel: www.youtube.com/user/UNICEFrussia
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