18 th MEETING OF THE TASK FORCE TO PROTECT CHILDREN FROM SEXUAL EXPLOITATION IN TOURISM

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1 18 th MEETING OF THE TASK FORCE TO PROTECT CHILDREN FROM SEXUAL EXPLOITATION IN TOURISM ITB, BERLIN INTERNATIONAL CONFERENCE CENTER (ICC) HALL 7 MARCH 10, 2006 Presented by: ATTY. MA. VICTORIA V. JASMIN Philippine Department of Tourism

2 BALI, INDONESIA Annual Child Wise Tourism Think Tank Meeting CHILD WISE TOURISM PROGRAM ( ) -- Campaign ASEAN National Tourism Administrations (NTAs) GREY WORLDWIDE -- Australia s leading social marketing agency

3 VIENTIANE, LAO PDR SEPTEMBER ASEAN Regional Taskforce Meeting -- The resulting campaign has been developed to: mobilize responsible travellers and local citizens to report child sex tourism thru dedicated hotline numbers deter child sex offenders create a culture of intolerance in relation to child sexual abuse

4 ASEAN SECRETARIAT KEY STAKEHOLDERS -- Peak tourism bodies including: Pacific Asia Travel Association (PATA) ASEAN Tourism Association (ASEANTA)

5 DAVAO, PHILIPPINES ASEAN Tourism Forum January 13-21, rd MEETING OF ASEAN NATIONAL TOURISM ORGANIZATIONS (NTOs) The Meeting agreed to recognized the social marketing campaign on Child Sex Tourism as an ASEAN tourism activity. The Ministers supported the regional education campaign as unified approach to combating the sexual exploitation of children in tourism destinations of ASEAN by Child Wise International.

6 All ASEAN countries developed individual country strategies to roll-out the campaign. Funding for campaign implementation was a concern. Child Wise approached Australian Government to secure funds in producing campaign materials. The campaign roll-out commenced in November 2005.

7 CAMPAIGN LAUNCHED DURING CHILD WISE TOURISM TRAINING HELD IN MT. POPA AND BAGAN IN NOVEMBER

8 PROMINENT INTERNATIONAL HOTEL IN BAGAN IMMEDIATELY DISPLAYED THE CAMPAIGN MATERIALS AND REPORTED VERY POSITIVE RESPONSES FROM FOREIGN GUESTS

9 STICKERS DISPLAYED IN AIRPORT TAXIS

10 FULL MEDIA LAUNCH HELD ON JANUARY 2006 MATERIALS DISTRIBUTED TO TOURISM OPERATORS IN EMERGING DESTINATIONS (LUANG PRABANG, VANG VIENG AND VIENTIANE) MEDIA COVERAGE IN NATIONAL NEWSPAPER

11 CAMPAIGN LAUNCHED DURING CHILD WISE TOURISM TRAINING HELD IN CEBU AND DAVAO

12 HOTEL/RESORT MANAGERS, TOUR OPERATORS, TOURIST TRANSPORT OPERATORS, AIRLINE AND SHIPPING COMPANIES, TOUR GUIDES, DIVE OPERATORS, MEDIA PRACTITIONERS, AND LAW ENFORCERS ACTIVELY PARTICIPATED DURING THE TWO WORKSHOPS

13 TOURISM OPERATORS AT BOTH TRAINING WORKSHOPS MADE A COMMITMENT TO DISPLAY THE CAMPAIGN MATERIALS IN THEIR PREMISES

14 THE POSTER WAS IMMEDIATELY DISPLAYED AT THE INFORMATION COUNTER OF THE MACTAN CEBU INTERNATIONAL AIRPORT

15 MEDIA CONFERENCES WERE HELD IN CHIANG MAI AND PHUKET LAST WEEK

16 STICKERS DISPLAYED IN STRATEGIC LOCATIONS INSIDE THE GUESTROOMS OF THE HOTEL

17 THAI TOURIST POLICE SUPPORTS REGIONAL EDUCATION CAMPAIGN

18 STICKERS DISPLAYED INSIDE THE AIRPORT TAXIS

19 CAMPAIGN MATERIALS DISTRIBUTED TO ALL CAMBODIAN PROVINCES THROUGH THE CHILD- SAFE TOURISM COMMISSION OFFICIALS

20 Building on the positive reception of the campaign materials, the following activities will be implemented in the coming months..

21 The Singaporean Government --- will finance campaign posters, postcards, mini-posters and stickers for national tourism fair

22 In partnership with ASEAN NTAs, Child Wise will conduct high-level meetings to secure the support of the corporate sector in all ASEAN countries The Australian Government --- will consider a proposal to conduct an adapted version of the campaign

23 Six-month strategies and planning --- for funding and production of additional strategic campaign materials Full-scale market research on May to assess the effectiveness of campaign messaging

24 The development and application of a regional campaign to protect children from sexual exploitation in tourism destinations has provided wealth of lessons. ASEAN wishes to share these lessons for better understanding of behaviour change campaigns.

25 A. CAMPAIGN MUST BE ACTIONABLE Must go beyond awareness raising Must provide simple, concrete methods for responsible tourists and local citizens to take action (for example, hotline reporting number)

26 B. CAMPAIGN MUST HAVE CONSISTENT AND UNIFIED MESSAGE Must have a common brand, message and design for easy recognition throughout the region

27 Must consider the target audience and aim to change their behaviour

28 C. COMMITMENT OF GOVERNMENT Must have full support of all governments within the region Must have involvement from a range of relevant ministries within a country

29 D. SUPPORT FROM OTHER KEY STAKEHOLDERS Tourism industry Private Sector Media Non-Government Organizations Other Governments International Organizations (WTO, ASEAN, ASEANTA, PATA)

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31 E. CAMPAIGN MUST BE MONITORED AND MEASURED Market Research Review of reports to hotlines Review of actual cases

32 ASEAN and Child Wise see the Regional Education Campaign as a critical tool in changing attitudes and behaviour in order to prevent the sexual exploitation of children in tourism destinations. We encourage other regions and nations to adopt the ASEAN campaign model. ASEAN welcomes opportunities to share our campaign designs and invites you in an effort to protect children in tourism destinations around the world.

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