Many mothers are forced to take their children away from families because of rampant alcohol and drug abuse in Ukraine. Single mothers, like multi-children families, face the conflicting priorities of looking after their children while trying to support them financially in the current economic state in Ukraine. EveryChild Ukraine demonstrates that social work intervention at a crisis point in life of vulnerable pregnant women can produce better outcomes for both them and their children.

1. EveryChild Ukraine
«Want to meet…»
Information campaign on prevention of child
abandonment

2. EveryChild Ukraine
Some facts:
Young «accidental» mothers, as a rule,
decide to abandon their children.
They are young, inexperienced,
frightened, confused.
Usually their decision is caused by lack
of assistance from the family and
psychological crisis.
Annually in maternity houses of Ukraine
600 babies are being abandoned. In
2007 in Kyiv region 73 women
abandoned their children – it’s
enough to complete a baby home.

3. EveryChild Ukraine
Problem
Many mothers are forced to take their children
away from families because of rampant
alcohol and drug abuse in Ukraine.
Single mothers, like multi-children families, face
the conflicting priorities of looking after their
children while trying to support them
financially in the current economic state in
Ukraine.
To prepare at least a temporary respite and a
place of sanctuary from domestic abuse, a
network of “Mother and Baby” units are being
created where mothers can stay with their
child for up to 1,5 years, but few single
mothers are yet aware of their existence.
EveryChild Ukraine demonstrates that social work
intervention at a crisis point in life of
vulnerable pregnant women can produce
better outcomes for both them and their
children. We organize information campaigns
to promote the accessibility of newly
established services.

4. EveryChild Ukraine
Campaign «Want to meet...»
Area: Kyiv region
Duration: August 2008р. –
February 2009р.
Beneficiaries:children
Target audience:
Biological families of children from baby homes
Young (single) mothers
HIV-positive mothers
Local communities

5. EveryChild Ukraine
Task: How to support young pregnant
girls, who didn’t plan to have
children and how to convince them
not to abandon their children after
giving birth?
Solution: To demonstrate women that
we do understand their problems,
they only need to enter a phone
number.

6. EveryChild Ukraine
Slogan: “We understand what you feel. You only have to call us!”
- Prints
- Videos
- Outdoor advertising
- Press
Communication Channels:
- Flyers, posters
- Outdoor
- Information phone lines
- Video rotation
- Articles (National and regional media)
- Thematic website about the campaign

7. Poster «Want to meet…»
Location:
•Health institutions
•Education institutions
•Consultation rooms
•Public places

8. Flyer «Want to meet…»
«Partizan
marketing»
Locations:
•Public
transportation
•Transportation
stops, stations
•Pharmacies
•Post offices

9. Board
Locations:
50 boards in Kyiv (roads,
underground stations, railway,
bus stations)

10. Non-standard board and individual boards
Places:
Kyiv
Borodyanka (market),
Bila Tserkva (2),
Brovary – center
Pereyaslav-Khmel’nitsky
(center)

11. PR events
Press conference
15 articles in national media; 60 –Internet media; 30 –
regional media;
8 videj spots, 3 –radio spots

12. Video «Pragnant Man…»
Idea: Campaign has two tasks.
3. To inform target audience - young
“accidental” mothers from internats,
low-income families – that they do
have people nearby who
understand their problems and are
ready to help in any time.
4. To motivate girls to apply for social
services.

13. Video “Pregnant man»
Idea:
To complete these tasks we used
dramatization. An image of a pregnant
man shows a deep understanding and
involvement of the social workers into
the difficulties young mothers face.
Social workers perceive problems of
girls as their own and are ready to help.
Voiceover:singer L Kravchuk
Rotation:1st National, «СІТІ», 5 Channel,
Channel «24»

14. Our partners in Kyiv oblast consider the information campaign successful, as
the level of direct appeals to social services raised in 4-5 times. Moreover,
in 2008 there were 18 cases of abandonment, comparing to 45 in 2005.
The total coverage of young mothers who might consider to leave a child
reached 90%, comparing to 80% in 2007.

15. Supporters