ONE IN FIVE: A COUNCIL OF EUROPE CAMPAIGN TO STOP SEXUAL VIOLENCE AGAINST CHILDREN CAMPAIGN GUIDELINES

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1 ONE IN FIVE: A COUNCIL OF EUROPE CAMPAIGN TO STOP SEXUAL VIOLENCE AGAINST CHILDREN CAMPAIGN GUIDELINES CAMPAIGN OBJECTIVES The ONE in FIVE Campaign was launched in Rome (Italy) on November The overall objective of the campaign is to increase the level of commitment and action needed to stop sexual violence against children. Through the campaign, the Council of Europe wants to empower governments, parliaments, professional networks, academia, business communities, civil society, parents and children, so that they take the necessary steps to stop sexual violence against children. The aim of the Campaign is twofold: to promote the signature, ratification and implementation of the Council of Europe Convention on the Protection of Children against Sexual Exploitation and Sexual Abuse (the Lanzarote Convention); to raise awareness of the full extent of sexual violence against children and equip children, their families/carers and societies with the knowledge and tools they need to prevent it and report it. WHO RUNS THE CAMPAIGN? At international level, the campaign is coordinated through the Council of Europe Programme Building a Europe for and with Children. Support for the development of the campaign at national level is provided by the co-ordination unit responsible for carrying through the strategic objectives of the programme and includes: guidance on how to build a campaign team; guidance and support for Council of Europe partners in the campaign; authorisation to use the campaign material, campaign logo, etc; assistance in the production of awareness-raising material in the national language(s); provision of expertise aimed at facilitating the ratification and implementation of the Lanzarote Convention. Last updated: 01/06/2012

2 PARLIAMENTARY DIMENSION OF THE CAMPAIGN An active network of contact parliamentarians has been set up by the Parliamentary Assembly of the Council of Europe (PACE) to encourage ratification of the Lanzarote Convention. A Handbook has been published to raise awareness about the convention among parliamentarians. The parliamentary dimension of the campaign is co-ordinated by the PACE Secretariat. For more information contact: paceoneinfive@coe.int CONGRESS DIMENSION OF THE CAMPAIGN The Congress of Local and Regional Authorities of the Council of Europe has adopted a Strategic Action Plan to address the local and regional dimensions of the Campaign. The Action Plan sets out how local and regional authorities can develop and implement community-based action plans and strategies, and to invest in better services that respect children s rights in order to deliver locally what children and families need, to stop sexual violence and to bring perpetrators to justice. The Congress dimension of the campaign is co-ordinated by the Congress Secretariat. For more information contact: congress.oneinfive@coe.int CAMPAIGN CO-OPERATION The Council of Europe hopes to reach out to the widest possible audience and it therefore welcomes a broad co-operation base: from governments, national ministries and parliaments to local and community-based civil society associations and professional networks. An important feature of the ONE in FIVE Campaign is the promotion of children s and young people s voices; that these are heard and fully taken into account. Campaigners are encouraged to carry out this commitment in their own campaigns. In addition to addressing the campaign to parents, carers and children, governments are encouraged to set up campaign teams comprised of the following relevant players: ministries responsible for social affairs, justice, health, education, child and youth affairs, information and communication technologies; parliaments and parliamentarians; local and regional authorities; children s Ombudspersons; civil society organisations; parents associations, and professional networks in, for example, the medical, teaching, welfare, health, justice and care sectors. Public and private partnerships are a particularly resourceful means for supporting the campaign by helping to raise awareness through their own channels, either to promote messages, or to fund the adaptation, production and dissemination of the awareness-raising materials. Campaigners are encouraged to seek public or private partnerships with ministries, national and local authorities, the media, publishing and public transport companies and other private partners. There are many possibilities for innovative fund-raising initiatives which can be done through existing and new networks, partnerships and alliances. Initiatives must nevertheless remain within the scope and the aims of the ONE in FIVE Campaign and serve the purpose of promoting the signature, ratification and efficient implementation of the Lanzarote Convention. 2

3 HOW TO SIGN A CAMPAIGN AGREEMENT Campaigning in co-operation with the Council of Europe is a step-wise process with some very important points to bear in mind. Before signing a campaign agreement, the Council of Europe may request further information from potential partners, in order to assess their overall capacity for promoting the campaign. A campaign agreement describes the terms of cooperation with the Council of Europe, and must be signed by those wishing to launch a campaign and disseminate the capmaign awareness-raising material. A signed copy of this agreement, sent back to the Council of Europe for countersignature commits the campaiger to respect the instructions governing the use of Council of Europe materials which are protected by copyright. In completing this step, the Council of Europe will send instructions to the campaigner granting permission to promote and adapt the materials. The Programme Secretariat is available to discuss all plans for future campaigns and to provide ongoing guidance before, during and after campaigns and to offer examples of other official ONE in FIVE campaign initiatives underway or already completed. Contact us via 1in5@coe.int CAMPAIGN LOGO, MATERIALS AND AWARENESS-RAISING TOOLS The ONE in FIVE logo (five flowers on a blue square) is the visual identity of the campaign. A number of illustrations by Spanish artist Gemma Aguasca Solé are also available to accompany some of the main campaign messages. One of the main obstacles to effective prevention of sexual violence is the lack of tools for parents and professionals to discuss the issue with young children. The Council of Europe asked the international advertising agency, GREY Amsterdam to design a suitable tool. Now an integral part of the ONE in FIVE Campaign, The Underwear Rule with its characters Kiko and the Hand helps parents and carers to talk to children in a positive and child-friendly manner about their right to define their personal boundaries, their right to say no and how to seek help. A wealth of materials, adapted to the various target groups and messages, is available on the campaign website and can be used, bearing in mind the instructions for the use of the materials, by any organisation, groups or individuals wishing to support the campaign. The material available includes: the ONE in FIVE Campaign objectives and outline; the text of the Lanzarote Convention as well as handbooks and brochures on the Convention that will help campaigners as they advocate for the signature, ratification and implementation of this legal instrument; publications, reports and thematic studies that highlight the state of research, good practices and innovative means of tackling sexual violence against children, whether in the form of sexual exploitation, grooming, sexual abuse or trafficking; material designed for the use of other specific groups (parliamentarians, the media, teachers, social workers, local authorities, etc.); all of which can be found on the ONE in FIVE Campaign web page 3

4 Awareness raising materials are presented through The Underwear Rule in the form of: a guide for parents to help them to explain to their children where others should not try to touch them, how they should react and where to seek help; a children s book KIKO AND THE HAND that parents can read to their children aged 4-7. The book is 20 pages long and is available online via Issuu: prints and postcards: 4 different posters and prints can be downloaded on the website: The Kiko Game: amusing tasks and games for children; The Kiko Card for collecting signatures from campaign supporters; a TV spot: a 30-second animated cartoon featuring the characters Kiko and the Hand: All awareness-raising materials can be found on the dedicated website: KEY MESSAGES Some of the main messages in the awareness-raising materials are: About 1 in 5 children is a victim of sexual violence. Usually by someone they know: prevent this happening to your child; Listen and be receptive to your child s feelings. Teach them The Underwear Rule. A simple rule that makes it clear where your child should not be touched. Other messages conveyed: Good secrets make you happy. Bad secrets don t. Talk to your children and make sure they can talk to you. If touching doesn t feel right, it isn t right. TRANSLATION OF CAMPAIGN MATERIALS Several language versions of the campaign materials already exist. All further translations may only be undertaken with the permission of and in cooperation with the Council of Europe. Campaigners wishing to translate materials will be asked to prove their ability to ensure quality translation/editing and/or proofreading of materials. The Council of Europe reserves the right to finally approve translated materials. To find out which language versions of campaign materials already exist, please visit the web page or send an enquiry to 1in5@coe.int. INSTRUCTIONS ON THE USE OF THE MATERIALS The Underwear Rule material is protected by a copyright and all unauthorised modifications of the logo, printed matter, illustrations and TV spot are strictly prohibited. Use and adaptation of these materials require prior approval by the Council of Europe. Campaign partners should note the following: ONE in FIVE logo The logo is available in high and low resolution in several languages, and formats can be sent for adaptation into other languages. 4

5 Illustrations Separate instructions apply to the use of Campaign illustrations which, on request can be sent to campaign partners. Printed matter (children s book KIKO AND THE HAND, parent s guide, posters and postcards). After discussing campaign partners requirements, adaptations of these materials may be carried out by the Council of Europe. The Council of Europe can send PDF files of the requested materials to campaign partners for printing in other countries. TV spot All adaptations of the TV spot are carried out by the Council of Europe, and requests for adapting the TV Spot to run on television, film, etc. can be sent to campaign partners in the correct formats. IN SUMMARY Campaign material may only be disseminated with the express permission of the Council of Europe. The ONE in FIVE and The Underwear Rule web pages showing images or Campaign materials may only be published, disseminated or printed with the express permission of the Council of Europe. Adapted Campaign materials may only be published with Council of Europe approval. A Campaign should only be started after making contact and entering into an agreement with the Council of Europe. * * * HOW TO RUN A SUCCESSFUL CAMPAIGN Campaigning is all about making a difference, and in the case of the Council of Europe ONE in FIVE Campaign to stop sexual violence against children, it is to raise awareness, encourage sustainable change for a positive impact on the well-being of children and young people. Below are some indicators for helping in the campaign process. SETTING OUT A BROAD CAMPAIGN FRAMEWORK The campaign should be promoted and implemented within a broad national framework. Country-specific strategies should therefore be developed bearing in mind the following: Sufficient time should be devoted for planning, for the study of social, cultural and political aspects of sexual violence against children and for gathering existing country-related information (e.g. research, reports, policies and programmes); An assessment should be made of the national legal and policy framework concerning the signature, ratification and implementation of the Lanzarote Convention. CAMPAIGN PARTNERS Collaboration agreements with partners might be usefully drawn up setting out the aims and goals of the campaign, and presenting a plan on how to implement the campaign; 5

6 Campaign aims and objectives should be clear, specific and realistic, and they should be agreed by all partners collaborating in promoting the campaign. It should be clear what the partners want from each other and in which action they seek synergies and added value; To optimise a campaign s potential, collaboration should always bring together multiple stakeholders and disciplines embracing different areas of expertise, knowledge and experience; If partners are united by a common purpose, collaboration can be very fruitful. For this, it is important to establish a unified voice, share resources, and have a co-ordinated approach. CAMPAIGN PLANNING After having set a vision and agreed on a strategy, a campaign plan needs to be developed: one that is SMART (specific, measurable, achievable, realistic and time bound), bearing in mind: long- and short-term priority actions for reaching the campaign aims; involvement of powerful and strategic actors (decision-makers, civil society networks, professional alliances, opinion leaders, private sector partners, etc.); mobilising and taking advantage of campaign resources (people, budget, materials); developing a proper communication plan and targeted messages for various audiences; how and when to measure and celebrate successes. CAMPAIGN FUNDING In order to reach the 150 million children and their parents in the Council of Europe member states, awareness-raising material should be widely disseminated. The Council of Europe is unfortunately not in a position to provide funding. The official campaign partner to the Council of Europe may, however, ask for a Recommendation Letter which may help in the process of seeking campaign funding for material production in the member states. This can be done once a proper campaign plan is in place. This is useful when contacting potential funders such as ministries or other government bodies, or private or public institutions. CAMPAIGN MANAGEMENT Management and co-ordination of a campaign should include: budget management; documentation and internal communication, roles and responsibilities within the campaign team; fluent communication and sharing of responsibilities and roles in the NGO networks and platforms; actively promoting the campaign by contacting various institutions and official bodies for their support; contacting TV and radio stations, newspapers for media coverage. Setting up a Press Conference, inviting media contacts and introducing the campaign and future activities. COMMUNICATION AND MEDIA WORK Save and file all the documents and media coverage for the campaign. Create a press/media kit gathering all published campaign material; take photographs and produce videos when organising events and activities; audiovisual material can be used in websites, social media networks, blogs, etc. 6

7 MONITORING AND EVALUATION Monitoring the progress of the campaign, and also evaluating / assessing the extent to which the goals of the campaign have been achieved is the most crucial part of implementing the campaign. When a campaign is in full swing, monitoring and evaluation may be a low priority action for campaigners. A few examples of campaign monitoring and evaluation include: feedback and self-assessment forms and tools; tally of numbers of all campaign materials distributed; analyses and information on the percentage of target groups who have used the campaign materials, and their feedback; numbers and background information of the visitors to the country campaign website; description of innovative campaign means and actions by a measured number of volunteers; analyses of media coverage and its impact in promoting the goals of the campaign; legislative and policy changes in favour of the campaign goals; case examples and testimonies of effective implementation of legislation. After assessing the campaign, compile a report on the successes of the campaign: this document should acknowledge the contributions of the key participants and stakeholders that have been committed to promote the campaign. Describe the progress of the campaign: how it started and how it developed step by step. Please share the report and successes with the Council of Europe. The campaign website ( is constantly updated and contains all the contacts, information and materials needed to run a campaign or an awareness-raising activity at national level. This website also contains links to different campaign websites and reports on projects and progress achieved. CONTACT THE COUNCIL OF EUROPE FOR MORE INFORMATION Council of Europe Programme: Building a Europe for and with children Council of Europe F Strasbourg Website: 1in5@coe.int Fax: +33.(0) Parliamentary Dimension of the Campaign PACE Secretariat: Social, Health and Family Affairs Committee Council of Europe F Strasbourg Website: paceoneinfive@coe.int Fax: +33.(0) Congress Dimension of the Campaign Congress Secretariat: Current Affairs Committee Council of Europe F Strasbourg Website: congress.oneinfive@coe.int Fax: +33 (0)