RT journal article
T1 Communication for development and social change: Influencing social norms for an inclusive society in Montenegro
T2 Comunicación para el desarrollo y el cambio social: Influencia de las normas sociales para una sociedad inclusiva en Montenegro
A1 Perovic, Jelena
A1 Obregon, Rafael
K1 Social norms
K1 children with disabilities
K1 Montenegro
K1 Eastern Europe
K1 UNICEF
K1 Normas sociales
K1 niños con discapacidades
K1 Europa Este
AB UNICEF and the Government of Montenegroimplemented a communication strategy “It’s aboutability” to challenge the existing, exclusionarypractices and promote new, inclusive social norms forchildren with disability. Drawing on communicationfor development principles and social norms theory, a2010-2013 nation-wide campaign mobilized disabilityrights NGOs, parents associations, media and privatesector to stimulate inclusive attitudes and practicestowards children with disabilities. As a result, thepercentage of citizens who find it acceptable for achild with disability to attend the same class withtheirs increased from 35 before the campaign to 80percent at the end of it. Similarly, the percentageof Montenegrin citizens who find it acceptable fora child with disability to be the best friend of theirchild increased from 22 before the campaign to51 percent at the end of it. The campaign wasparticipatory, audience-centred and guided by thekey communication planning principles.
PB Editorial UCA
SN 2255-3401
YR 2017
FD 2017-04
LK http://hdl.handle.net/10498/22549
UL http://hdl.handle.net/10498/22549
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 21-sep-2026