Workbook final

and discrimination from their communities. However, as the campaign started with positive messages about the

potential and abilities of children with disabilities, they saw that the children who volunteered to be involved

became positive role models and celebrities. As a result, the number of parents and children involved was

constantly increasing all over the country.

As a result of the multi-year campaign, people changed both attitudes and practices towards children with

disabilities: The percentage of citizens who find it acceptable for a child with disability to attend the same class

with theirs increased from 35 percent in August 2010 before the campaign to 78 percent in January 2015.

Furthermore, the percentage of Montenegrin citizens who find it acceptable for a child with disability to be the

best friend of their child increased from 22 per cent in August 2010 before the campaign to 60 per cent in

January 2015.

A Knowledge Attitude and Practice study completed in December 2013 revealed that since the C4D work began

in 2010, the percentage of people who believe children with disability belong in mainstream education

increased from 36 per cent to 80 per cent.

ACTS ON

UTCOME

MPACT AND EFFECTIVENESS

The campaign has been running alongside reforms of the childhood care sector, which have yielded a 10 per

cent increase in the number of boys and girls with disability in mainstream education during the reporting

period 2010-2013.

By 2015, the number of children with disabilities oriented into the mainstream schools by multidisciplinary

experts' commissions is 5 times higher now than before the campaign. The number of children being abandoned

in isolated, socialist era-legacy large scale institutions has dropped and the number of children with disability

playing in public space and visibly participating in the cultural and social life of the country has increased. These

equity gains have been achieved through a consolidated and sustained partnership of the Government,

disability rights NGOs, parents associations, international community, private sector, media and UNICEF under

the umbrella of the C4D It’s About Ability campaign and the ongoing reform of the education and child

protection systems.

In 2011, the campaign won the most votes from the people of Montenegro in a competition organised by one of

the country`s leading national TV stations and newspapers, claiming the award for “the best humanitarian

action”. At the same competition, a campaign spokesperson, 16-year-old Ksenija, won the award for the

statement of the year: "Children with disabilities let us into their world so easily. I believe this is a great thing

and that we should let them into our world in the same way". Ksenija received the greatest number of votes

from the public despite competition from prominent officials: Montenegro’s Prime Minister; the President of

Serbia, EU Commissioner for Enlargement and Neighbourhood Policy.

RANSFERABILITY

, S

CALABILITY AND

OST

-E

FFICIENCY

UNICEF’s It’s about ability campaign that was implemented in Montenegro is now being replicated in other CEE/CIS

countries. It can also be adapted to support C4D initiatives promoting inclusion in other regions and contexts.