Perspektiva’s public education campaign “Children Should Go To School Together!” was amongst 60 social issue campaigns, finalists of the international project Creative For Good.
The project website was launched on June 21, 2013 in conjunction with the workshop being given that day by members of the Advisory Committee at the Cannes Lions Advertising Festival.
The platform Creative for Good is a new online initiative of the World Economic Forum (WEF), which involves the creation of a data bank of international case studies of unique, inspiring and effective public education campaigns to address urgent social issues. The project also plans to create a step-by-step "know-how" guide to the brightest and most effective cases in various fields for use by organizations world-wide. The website with some examples can be accessed at: http://www.weforum.org/best-practices/creative-good.
“We submitted our application in February, 2013 and are very pleased that our campaign has been acknowledged as one of the best in the world. The ideas of inclusive society and inclusive education are quite important not only for Russia but also for other countries", said Eugenia Stifonova, Head of Perspektiva’s Public Information Department.
The International Advisory Committee reviewed more than 100 applications from around the world and decided to include the project Children Should Go To School Together! of Perspektiva as a case study for socio-oriented public campaigns that became one of the sections of the website Creative for Good: www.weforum.org/ best-practices/creative-good/children-should-go-school-together-russia
"We are honored to be selected among the 100 projects in the world, but it would be difficult to public campaign without the support of our partners RussOutdoor, Moscow Committee on Advertising, Social advertising and media Lab”, - says Denise Roza, director of Perspektiva.
More about the public campaign Children Should Go To School Together!
The public campaign began in 2007, when the term inclusive education was not understood by anyone in Russia, including government representatives. The need for inclusive education raises many questions.
The public education campaign included:
- public events, study tours, conferences and workshops;
- television and Radio Public Service Announcements in national and regional media;
- distribution of posters of social advertising across the city: benches, bill-boards, city formats, public transportation stops;
- posters and ads placed in national and regional media;
- conducting "lessons of kindness", dedicated to raising disability awareness in schools;
- conducting workshops for teachers and staff of educational departments;
- publication of manuals for specialists.
The purpose of the public campaign was to draw attention to the fact that in Russia there is a huge number of children who face social neglect. Disabled children tend to study in specialized schools, or at home, as a result they undergo an incomplete process of socialization. There is, however, an alternative - inclusive education, it is a process of learning, where children with disabilities are enrolled in public schools, in classes with their peers without disabilities.
In Russia, inclusive education makes only first steps, while in many countries of the world, almost all schools are inclusive.
At present, no-one doubts the need for inclusive education for the full inclusion of children with disabilities in society and their subsequent socialization. The term "inclusive education" is included in the legislation and official messages at the level of Ministries. Media increasingly discusses issues related to inclusive education. Federal law On Education was adopted as well as the National Strategy for the benefit of Children for 2012-2017. The federally funded Accessible Environment Program is being implemented across Russia and also includes the concept of inclusive education.
The Disability NGO Perspektiva, created in 1997, today is one of the leading civil society organizations in Russia. We are engaged in assisting people with disabilities and their families to acquire new skills and knowledge to become fully participating members of society and to gain equal access to inclusive education and employment. We are at the forefront of the movement to promote inclusive education in Russia, provide employment services and consultations for people with disabilities and their family members about job opportunities and legislation, offer legal support and organize Breaking Down Barriers International Disability Film Festival. Our mission is to promote independence and an improved quality of life for persons with disabilities in the Russian community.