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“ Childhood Without Violence ” campaign Children Support Centre March 2007

“ Childhood Without Violence ” campaign Children Support Centre March 2007. Alma Tamošaitytė Head of Human Resources Research department TNS Gallup alma.tamosaityte@tns-global.com ; www.tns-gallup.lt. Contents. Research methodology.. ……….……………………………………………………...… ... 3

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“ Childhood Without Violence ” campaign Children Support Centre March 2007

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  1. “Childhood Without Violence” campaignChildren Support CentreMarch2007 Alma Tamošaitytė Head of Human Resources Research department TNS Gallup alma.tamosaityte@tns-global.com ; www.tns-gallup.lt 1

  2. Contents Research methodology..……….……………………………………………………...…...3 Research conclusions….……..……………………………………………………………8 Research results…...……………………………………………………………………...11 Participation in the survey.………………………………………………………….12 General results…..…………………………………………………………………..20 Have you noticed the ongoing “Childhood Without Violence” campaign?....….26 Have you recently noticed some information inputs of the campaign?...……...32 Do you consider the “Childhood Without Violence” campaign useful?..………57 2

  3. Research methodology 3

  4. The objective of the research: To estimate if Lithuania’s people are aware of the ongoing “Childhood Without Violence” campaign and how useful it is. The method of the research: The research was organized using the Omnibus survey techniques. Respondents were directly interviewed at their home. The sample (I): • The respondents were selected for the research using the multi-stage random sampling. At the first stage the geographical sampling is performed. The proportions of geographical selection fit the population proportions in respective regions. The up-to-date data is provided by the Statistics Department of the Republic of Lithuania. • At the second stage the primary sampling items (i.e. addresses) are randomly selected from the database of the Population Register. 69 items are selected in general; they are used as starting points for sampling routes. • Then the participating households are selected. This selection is performed by the random route sampling method. From the starting point of the selection, every 10th household in urban areas (or every 5th in rural areas) is visited. The overview of the research (I) 4

  5. The sample (II): • At the next stage the particular respondent is selected by the rule of “the nearest birthday”. Quality control: • The Interviewer department checked 10% of the interviewers’ work by phone. • TheData Input department checked the logic and correctness of the work. • The Data Analysis department checked the quality of 10% questionnaire input. Data analysis: • Data analysis was performed using the SPSS/PC software. • General distribution of the responses is provided in the report. • The research population exactly corresponds to the general breakdown of the Lithuanian population by sex, age, ethnical background, education and living place. The overview of the research (II) 5

  6. Respondents: • The survey represents the whole Lithuanian population of 15 to 74 years age. • The survey sample is 514 respondents. Fieldwork: 12-18 February 2006 The overview of the research(III) 6

  7. Data statistical error • It is necessary to consider the statistical error when evaluating the results. The error appears due to the sampling, since the survey does not cover the whole population. The error is calculated mathematically. • The table below presents the errors which vary depending on the number of respondents and the distribution of answers. Example: Let us assume that 500 respondents answered the question if they know X. 40% said they have heard of X. It means that with confidence of 95% we can claim that the true meaning is in interval of 40% ± 4.3%. 7

  8. Research conclusions 8

  9. Conclusions (I) • The “Childhood Without Violence” campaign was successful both on the awareness and usefulness aspects: • The majority of the respondents knew about the campaign. • The most successful way of providing information is TV and radio broadcasting, while the least likely way to reach the audience was the posters and leaflets. • Almost all the respondents claim the “Childhood Without Violence” campaign is necessary. 9

  10. Conclusions(II) • The women were more interested in the“Childhood Without Violence” campaign and more likely to consider it useful than the men. • The trend is that the older the respondents are, the less they know about the“Childhood Without Violence” campaign and consider it useful. • The youngest respondents noticed the campaign more often than others. All the young people claimed the campaign is necessary. • The aged respondents were less interested in the campaign and tended to devalue its usefulness. • In the biggest cities* the percentage of awareness and usefulness perception of the “Childhood Without Violence” campaign was higher than elsewhere. • People living alone, the divorced and the widow(er)s were the least aware of the “Childhood Without Violence” campaign * Vilnius, Kaunas, Klaipėda, Šiauliai, and Panevėžys. 10

  11. The research results 11

  12. n % 300 70 272 242 60 250 50 200 40 150 30 53 47 100 20 50 10 0 0 Men Women Respondent distribution by sex N=514 12

  13. n % 150 70 60 100 102 50 95 93 100 40 72 30 52 50 20 20 10 20 18 18 14 10 0 0 15 - 19 y. 20 - 29 y. 30 - 39 y. 40 - 49 y. 50 - 59 y. 60 - 74 y. Respondent distribution by age group N=514 13

  14. n % 350 70 313 300 60 250 50 200 40 61 150 30 83 100 20 52 50 10 29 16 17 20 10 6 4 3 0 0 Vilnius Kaunas Klaipėda Šiauliai Panevėžys Other cities Respondent distribution by living place N=514 14

  15. n % 200 70 165 60 150 50 124 40 90 100 74 30 32 61 20 24 50 10 14 18 12 0 0 Primary (elementary) Basic High school (secondary) Further technical (vocational) High Respondent distribution by education N=514 15

  16. n % 250 70 220 60 200 50 150 40 122 30 100 68 43 20 49 50 24 23 10 16 16 13 10 3 4 3 0 0 Wage- Retired Pupil, Unemployed Self- Housewife On maternity earner student employed leave Respondent distribution by occupation N=514 16

  17. n % 291 300 70 60 250 50 200 40 150 115 30 108 57 100 20 50 22 21 10 0 0 Married / living together Single Living separately, divorced, as a couple widowed Respondent distribution by family situation N=514 17

  18. n % 150 50 135 112 40 100 87 30 80 60 20 50 40 26 22 10 17 16 12 8 0 0 Less than 200 Lt 201-350 Lt 351-450 Lt 451-600 Lt More than 601 Lt Did not respond Respondent distribution by income N=514 18

  19. Yes No Have you noticed the ongoing“Childhood Without Violence” campaign? N=514 • Almost two thirds of all the respondents have noticed the “Childhood Without Violence” campaign. 19

  20. Yes No TV advertisement with 59% 41% a girl shouting at her teddy bear Radio advertisement with children addressing 39% 61% the adult Poster with a girl 28% 72% addressing the adult Leaflet “10 steps to become better 12% 88% parents” Have you recently noticed these information inputs of the “Childhood Without Violence” campaign? N=514 • Out of all inputs of the “Childhood Without Violence” campaign the TV advertisement was mostly noticed. • The printed info, especially leaflets, were noticed less often than the broadcasted one. 20

  21. The awareness of the “Childhood Without Violence” campaign information • The overwhelming majority of the respondents have noticed at least one campaign info input. N=514 21

  22. The awareness of the “Childhood Without Violence” campaign and its information • Most respondents who noticed the ongoing CWV campaign were aware of its information partly. • Half of those who claimed no aware of the campaign still noticed some or even all of the campaign information inputs. 22

  23. Do you consider the “Childhood Without Violence” campaign useful? Remark: the respondents who did not notice any CWV campaign information input did not have to answer this question. 23

  24. Yes No 67 33 Overall (N=514) 73 27 Women (N=272) Men (N=242) 61 39 0% 20% 40% 60% 80% 100% Have you noticed the ongoing“Childhood Without Violence” campaign? Sex • The women tended to notice the CWV campaign more often than the men. 24

  25. Yes No Overall (N=514) 67 33 60-74 y. (N=100) 52 48 66 34 50-59 y. (N=72) 40-49 y. (N=93) 70 30 72 28 30-39 y. (N=102) 20-29 y. (N=95) 68 32 81 19 15-19 y. (N=52) 0% 20% 40% 60% 80% 100% Have you noticed the ongoing“Childhood Without Violence” campaign? Age group • The youngest respondents were the most aware of the CWV campaign, while the aged were the least aware. 25

  26. Yes No Overall (N=514) 67 33 87 13 Panevėžys (N=17) Klaipėda (N=29) 80 20 79 21 Šiauliai (N=20) Vilnius (N=83) 73 27 Kaunas (N=52) 68 32 62 38 Rest of Lithuania (N=313) 0% 20% 40% 60% 80% 100% Have you noticed the ongoing“Childhood Without Violence” campaign? Living place • The respondents living in the biggest cities tended to more often notice the CWV campaign than those living elsewhere. 26

  27. Yes No Overall (N=514) 67 33 Housewife (N=16) 78 22 Pupil/ student (N=68) 76 24 Wage-earner (N=220) 75 25 On maternity leave (N=16) 74 26 Unemployed (N=49) 56 44 Self-employed (N=23) 56 44 Retired (N=122) 53 47 0% 20% 40% 60% 80% 100% Have you noticed the ongoing“Childhood Without Violence” campaign? Occupation • The pensioners, self-employed and unemployed tended to notice the CVW campaign less often than others. 27

  28. Yes No Overall (N=514) 67 33 Singles (N=115) 72 28 Married or living together as a couple (N=291) 70 30 Living separately, widowed or divorced 55 45 (N=108) 0% 20% 40% 60% 80% 100% Have you noticed the ongoing“Childhood Without Violence” campaign? Family situation • Those living separately, widowed or divorced were less aware of the CWV campaign. 28

  29. Yes No 59 41 Overall (N=514) 60 40 Women (N=272) Men (N=242) 57 43 0% 20% 40% 60% 80% 100% Have you recently noticed the TV advertisement with a girl shouting at her teddy bear?Sex 29

  30. Yes No Overall (N=514) 59 41 60-74 y. (N=100) 61 39 55 45 50-59 y. (N=72) 40-49 y. (N=93) 64 36 64 36 30-39 y. (N=102) 20-29 y. (N=95) 54 46 46 54 15-19 y. (N=52) 0% 20% 40% 60% 80% 100% Have you recently noticed the TV advertisement with a girl shouting at her teddy bear?Age group 30

  31. Yes No Overall (N=514) 59 41 81 19 Šiauliai (N=20) Panevėžys (N=17) 63 37 63 37 Klaipėda (N=29) Vilnius (N=83) 55 45 Kaunas (N=52) 43 57 60 40 Rest of Lithuania (N=313) 0% 20% 40% 60% 80% 100% Have you recently noticed the TV advertisement with a girl shouting at her teddy bear?Living place 31

  32. Yes No Overall (N=514) 59 41 On maternity leave (N=16) 64 36 Self-employed (N=23) 62 38 Wage-earner (N=220) 61 39 Retired (N=122) 60 40 Housewife (N=16) 57 43 Unemployed (N=49) 53 47 Pupil/student (N=68) 50 50 0% 20% 40% 60% 80% 100% Have you recently noticed the TV advertisement with a girl shouting at her teddy bear?Occupation 32

  33. Yes No Overall (N=514) 59 41 Married or living together as a couple (N=291) 63 37 Living separately, divorced or widowed (N=108) 56 44 Single (N=115) 50 50 0% 20% 40% 60% 80% 100% Have you recently noticed the TV advertisement with a girl shouting at her teddy bear?Family situation 33

  34. Yes No 39 61 Overall (N=514) 40 60 Women (N=272) Men (N=242) 39 61 0% 20% 40% 60% 80% 100% Have you recently noticed the advertisement on the radio with children addressing the adult? Sex 34

  35. Yes No Overall (N=514) 39 61 60-74 y. (N=100) 43 57 36 64 50-59 y. (N=72) 40-49 y. (N=93) 35 65 42 58 30-39 y. (N=102) 20-29 y. (N=95) 39 61 40 60 15-19 y. (N=52) 0% 20% 40% 60% 80% 100% Have you recently noticed the advertisement on the radio with children addressing the adult? Age group 35

  36. Yes No Overall (N=514) 39 61 Šiauliai (N=20) 61 39 Panevėžys (N=17) 45 55 Vilnius (N=83) 39 61 Klaipėda (N=29) 36 64 Kaunas (N=52) 34 66 Rest of Lithuania (N=313) 39 61 0% 20% 40% 60% 80% 100% Have you recently noticed the advertisement on the radio with children addressing the adult? Living place 36

  37. Yes No Overall (N=514) 39 61 Self-employed (N=23) 66 34 Unemployed (N=49) 45 55 Pupil/ student (N=68) 40 60 Retired (N=122) 40 60 Wage-earner (N=220) 36 64 On maternity leave (N=16) 35 65 Housewife (N=16) 31 69 0% 20% 40% 60% 80% 100% Have you recently noticed the advertisement on the radio with children addressing the adult? Occupation 37

  38. Yes No Overall (N=514) 39 61 Married or living together as a couple (N=291) 41 59 Single (N=115) 40 60 Living separately, divorced or widowed (N=108) 35 65 0% 20% 40% 60% 80% 100% Have you recently noticed the advertisement on the radio with children addressing the adult? Family situation 38

  39. Yes No Overall (N=514) 12 88 Women (N=272) 15 85 Men (N=242) 9 91 0% 20% 40% 60% 80% 100% Have you recently noticed a leaflet “10 steps to become better parents”?Sex • Women tended to notice the leaflet more often than men. 39

  40. Yes No Overall (N=514) 12 88 5 95 60-74 y. (N=100) 5 95 50-59 y. (N=72) 40-49 y. (N=93) 17 83 30-39 y. (N=102) 13 87 12 88 20-29 y. (N=95) 23 77 15-19 y. (N=52) 0% 20% 40% 60% 80% 100% Have you recently noticed a leaflet “10 steps to become better parents”?Age group • The youngest respondents were mostly aware of the leaflet. 40

  41. Yes No Overall (N=514) 12 88 Klaipėda (N=29) 36 64 Vilnius (N=83) 19 81 18 82 Kaunas (N=52) 14 86 Panevėžys (N=17) 100 Šiauliai (N=20) 7 93 Rest of Lith. (N=313) 0% 20% 40% 60% 80% 100% Have you recently noticed a leaflet “10 steps to become better parents”?Living place • The respondents living in Klaipėda noticed the leaflet the most often, while those living in Šiauliai did not see a single leaflet. 41

  42. Yes No 12 88 Overall (N=514) Self-employed (N=23) 26 74 21 79 Pupil/ student (N=68) 11 89 Wage-earner (N=220) 9 91 Housewife (N=16) 9 91 On maternity leave (N=16) 8 92 Retired (N=122) 7 93 Unemployed (N=49) 0% 20% 40% 60% 80% 100% Have you recently noticed a leaflet “10 steps to become better parents”?Occupation • The pupils, students, and the self-employed tended to notice the leaflet of the CWV campaign more often than other respondents. 42

  43. Yes No Overall (N=514) 12 88 Single (N=115) 16 84 Married or living together as a couple (N=291) 11 89 Living separately, widowed or divorced (N=108) 10 90 0% 20% 40% 60% 80% 100% Have you recently noticed a leaflet “10 steps to become better parents”?Family situation • The singles tended more often to notice the leaflet than the others. 43

  44. Yes No Overall (N=514) 28 72 Women (N=272) 32 68 Men (N=242) 24 76 0% 20% 40% 60% 80% 100% Have you recently noticed a poster with a girl addressing the adult? Sex 44

  45. Yes No Overall (N=514) 28 72 25 75 60-74 y. (N=100) 50-59 y. (N=72) 16 84 33 67 40-49 y. (N=93) 30-39 y. (N=102) 25 75 20-29 y. (N=95) 30 70 47 53 15-19 y. (N=52) 0% 20% 40% 60% 80% 100% Have you recently noticed a poster with a girl addressing the adult? Age group • The youngest respondents mostly tended to notice the poster. 45

  46. Yes No Overall (N=514) 28 72 58 42 Klaipėda (N=29) 38 62 Kaunas (N=52) Vilnius (N=83) 31 69 Panevėžys (N=17) 21 79 19 81 Šiauliai (N=20) 24 76 Rest of Lith. (N=313) 0% 20% 40% 60% 80% 100% Have you recently noticed a poster with a girl addressing the adult? Living place • The poster was mostly noticed in Klaipeda. 46

  47. Yes No Overall (N=514) 28 72 Pupil/ student (N=68) 47 53 Self-employed (N=23) 38 62 27 73 Retired (N=122) 25 75 Wage-earner (N=220) 24 76 On maternity leave (N=16) 22 78 Housewife (N=16) 20 80 Unemployed (N=49) 0% 20% 40% 60% 80% 100% Have you recently noticed a poster with a girl addressing the adult? Occupation • The pupils, students and the self-employed tended to notice the poster more than others. 47

  48. Yes No 28 72 Overall (N=514) Single (N=115) 32 68 Married or living together as a couple 27 73 (N=291) Living separately, divorced or widowed 25 75 (N=108) 0% 20% 40% 60% 80% 100% Have you recently noticed a poster with a girl addressing the adult? Family situation • The singles tended to notice the poster more often than others. 48

  49. Very useful Useful Useless Totally useless Do not know 55 39 3 1 1 Overall (N=371) 1 Women (N=199) 59 35 4 1 Men (N=172) 51 44 3 1 2 0% 20% 40% 60% 80% 100% Do you consider the “Childhood Without Violence” campaign useful?Sex 49

  50. Very useful Useful Useless Totally useless Do not know Overall (N=371) 55 39 3 1 1 60-74 y. (N=66) 45 41 7 3 4 50-59 y. (N=46) 55 35 7 3 40-49 y. (N=71) 61 31 4 2 2 1 30-39 y. (N=81) 55 44 1 20-29 y. (N=67) 61 36 2 15-19 y. (N=41) 53 47 0% 20% 40% 60% 80% 100% Do you consider the “Childhood Without Violence” campaign useful?Age group • The older the respondent is, the less he/she considers the campaign useful. • All the young respondents considered the campaign useful. 50

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