Lesson-101357-4

Use of diverse and creative communication strategies targeted to specific audiences. Following a project-commissioned media assessment, which provided guidance for the development of key messages, target audiences, and potential communication channels, the ENHANCE project carried out a comprehensive communication strategy. It used both traditional and nontraditional methods and channels, such as posters, billboards, and brochures, state TV, radio, and newspapers as well as more youth-oriented social media (Facebook, Instagram, and YouTube). Different methods were effective in reaching different audiences. For example, various Ministry of Labour, Invalids, and Social Affairs; International Labor Organization, and implementing partner personnel found the SCREAM package (Supporting Children's Rights through Education, the Arts, and the Media) effective in reaching school children and fit in with existing school civic education activities. The previously cited competition targeting journalists and the ongoing “Music Against Child Labor Song Competition” are additional examples of creative approaches to mobilize and inform different population segments. Although strictly speaking not a communication activity, the ENHANCE project's partnership with the University of Vietnam School of Law master’s program on Human Rights was likewise an innovative and effective means to educate future leaders and activists on child labor, developing a textbook on child labor and coordinating a conference on child labor in Southeast Asian countries. A university official affirmed the activity’s potential contribution: “The academic community has their own power. They can influence society and the government as well. They can provide solutions.”