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Authored: Atif Ikram Butt Center for Communication Programs Pakistan Coordination: Mohammed Mogdabi National Council for Family Affairs Khadijah Al Alaween National Council for Family Affairs Technical Supervision: Maha Homsi UNICEF, Jordan Office Ruba Hikmat UNICEF, Jordan Office 4 Changing Norms and Behaviours to End Physical Violence Against Children in Jordan 2019 – 2021 CONTENTS Contents 4 I. List of Tables, Figures and Boxes 5 II. Glossary 7 III. Abbreviations and Acronyms 8 IV. Preface 9 V. Executive Summary 11 1. Introduction 13 1.1. Outline of the Strategy 14 1.2. The Process of Strategy Development 15 2. Mapping of the Situation 16 2.1: State of Physical Violence Against Children in Jordan 16 2.2. Beliefs, Attitudes and Practices Concerning Violence Against Children 20 2.3: Programmes and Policies on Violence Against Children in Jordan 23 2.4. Key Partners and Stakeholders 26 2.5. Media Landscape and Media Consumption in Jordan 29 3. Goal and Objectives 35 4. Participant Groups 38 5. Theoretical Underpinnings 54 6. Implementation Framework 56 7. Guiding Principles 58 7.1 Rights-based Approach to Communication 58 7.2: Capacity Strengthening and Local Ownership 59 7.3: Child Participation and Empowerment 59 7.4: Gender Equality and Mainstreaming 59 7.5: Sustainability and Development Effectiveness 59 8. Strategic Approaches and Activity Sets 60 8.1: Build and Strengthen Capacity 63 8.2 Change Norms, Attitudes and Practices 66 8.3 Create Safe Spaces for Children 71 8.4 Generate Demand for Support Services 72 8.5: Establish need for National Data on Violence Against Children 73 8.6 Prohibit Corporal Punishment in All Settings 75 9. Strategic Communication Plan 78 10. Monitoring and Evaluation 83 10.1: Responsibility Matrix and Implementation Plan 85 10.2: Monitoring and Evaluation Framework 88 11. Sustainability 102 12. Management and Coordination 104 Changing Norms and Behaviours to End Physical Violence Against Children in Jordan 2019 – 2021 5 I. LIST OF TABLES, FIGURES AND BOXES Number List of Tables Page 2.1 Percentage children experiencing physical violence, Jordan 2007 17 2.2 Percentage boys and girls experiencing physical violence, Jordan 2007 17 2.3 Percentages of parents reporting two types of corporal punishment one 18 month preceding the survey, by country, 2010 2.4 Percentage of children age 2-14 who experienced various methods of 18 disciplining during the month before the survey, according to background characteristics, Jordan 2012 2.5 Percentage children, 2 to 14 years age, experiencing violent discipline in the 19 past month at home in Jordan and nearby countries, 2005-2013 2.6 Percentage children in participating schools in Ma’An Campaign experiencing 19 verbal and physical violence from teachers, 2009-2016 2.7 Percentage of parents who believe corporal punishment is necessary to rear 20 children, multiple sources 2.8 Number of Schools, Teachers and Students in Public and Private Facilities, 30 2014 – 2015, in Jordan 2.9 Number of Government Health Centres, 2016, in Jordan 30 2.10 Household Ownership of Communication Sources, Jordan, 2014 31 2.11 Popular Traditional Media Outlets in Jordan 31 2.12 Circulation of Selected Newspapers in Jordan 32 2.13 Telecommunication and Internet Usage, Jordan, 2016 33 2.14 Top 10 News Websites in Jordan as per their Overall Ranking 33 4.1 Identified Participant Groups as per the Level of Change 40 4.2 Primary and Secondary Participant Groups by Objectives 40 4.3 Profiles of Participant Groups and Desired Change 41 4.4.1 Communication Objectives for Parliamentarians in View of Their Barriers to 44 Change 4.4.2 Communication Objectives for Teachers in View of Their Barriers to Change 45 4.4.3 Communication Objectives for Fathers in View of Their Barriers to Change 46 4.4.4 Communication Objectives for Mothers in View of Their Barriers to Change 46 4.4.5 Communication Objectives for Children, in general, in View of Their Barriers 47 to Change 4.4.6 Communication Objectives for Boys in View of Their Barriers to Change 47 4.4.7 Communication Objectives for Department of Statistics in View of Their 48 Barriers to Change 4.4.8 Communication Objectives for Counterparts and Partners in View of Their 48 Barriers to Change 4.5 Key Promises by Primary Participant Groups 49 8.1 Capacity Strengthening Programmes on C4D 65 6 Changing Norms and Behaviours to End Physical Violence Against Children in Jordan 2019 – 2021 I. LIST OF TABLES, FIGURES AND BOXES Number List of Figures Page 2.1 360 Degree Media Approach 29 4.1 Socio-ecological Model 39 6.1 The P-Process of Strategic Communication 57 8.1 Strategic Approaches 62 Number List of Boxes Page 1 Edraak 63 2 The Big Help Anti-Bullying Campaign 66 3 The Arab Women Speak Out 67 4 Recess – An Animated Cartoon Series 69 5 13 Reasons Why: A Television Series 69 6 Little Angels – A Reality Television on Parenting 70 7 Shoulder to Cry on – Programme Engaging Grandmother to Combat Child 71 Abuse in Swaziland 8 2016 Use of Charter of Demand in the International Child Rights Week in 74 India 9 Voice to the People and Community Charter of Demand 75 10 Fatwa Supported by Jordan Health Communication Partnership 76 11 ‘Letter to the Community’ initiative to promote child survival in Malawi 77 Changing Norms and Behaviours to End Physical Violence Against Children in Jordan 2019 – 2021 7 II. GLOSSARY Adolescene As per the definition of the United Nations, adolescence is the period of life ranging from 10-19 years of age; however use of the term in this Strategy does not include the first year of adulthood. Child Child is defined as in the Convention on the Rights of the Child as “every human being below the age of eighteen years.” Communication for Communication for Development is defined as per the Rome Consensus Development achieved in 2007 in World Congress on Communication for Development as “a social process based on dialogue using a broad range of tools and methods…seeking change at different levels including listening, building trust, sharing knowledge and skills, building policies, debating and learning for sustained and meaningful change.” Corporal Punishment According to General Comment No. 8 on the Convention on the Rights of the Child, corporal punishement is defined as any punishment in which physical force is used and intended to cause some degree of pain or discomfort, however light. Physical Violence According to General Comment No. 13 on the Convention on the Rights of the Child, physical violence is defined as fatal and non-fatal forms of physical torture, cruel and inhuman physical punishment, physical bullying and hazing, and corporal punishment. Violence Against Violence Against Children is defined in lines with the Article 19 of the Children Convention on the Rights of the Child as “physical or mental violence, injury or abuse, neglect or negligent treatment, maltreatment or exploitation, including sexual abuse, while in the care of parent(s), legal guardian(s) or any other person who has the care of the child. 8 Changing Norms and Behaviours to End Physical Violence Against Children in Jordan 2019 – 2021 III. ABBREVIATIONS AND ACRONYMS Awqaf Ministry of Awqaf and Islamic Affairs CCA Common Country Assessment CP Child Protection C4D Communication for Development FPU Family Protection Unit ICCS Islamic Center Charity Society INSPIRE INSPIRE is made up of the first letters of the seven strategies; Implementation and enforcement of laws, Norms and values, Safe environments, Parent and caregiver support, Income and economic strengthening, Response and support services, and Education and life skills. JOHRD The Jordanian Hashemite Fund for Human Development JMI Jordan Media Institute JRF Jordan River Foundation MICS Multiple Indicator Cluster Survey MOE Ministry of Education MOH Ministry of Health MOSD Ministry of Social Development MOU Memorandum of Understanding NCFA National Council for Family Affairs NGOs Nongovernmental Organisations PSA Public Service Announcement QRF Queen Rania Foundation SAG School Advisory Group SOP Standard Operating Procedures TOR Terms of Reference UNESCO United Nations Educational, Scientific and Cultural Organization UNICEF United Nations Children’s Fund UNAF United Nations Assistance Framework USAID United States Agency for International Development Changing Norms and Behaviours to End Physical Violence Against Children in Jordan 2019 – 2021 9 IV. PREFACE Violence is intentional use of physical force or power, threatened or actual, against a child, by an individual or group, that either results in or has a high likelihood of resulting in actual or potential harm to the child’s health, survival, development or dignity. The Article 19 of the Convention on the Rights of the Child, to which Jordan is a signatory, asks all countries to take appropriate legislative, administrative, social and educational measures to protect the child from all forms of physical or mental violence, injury or abuse, neglect or negligent treatment, maltreatment or exploitation, including sexual abuse, while in the care of parent(s), legal guardian(s) or any other person who has the care of the child. Regardless of the nature or severity of the act, all children have unequivocal right to protection from violence. Violence takes many forms and shapes, including physical, sexual, and emotional abuse, and may involve neglect or deprivation. Violence occurs in many settings, including the home, school, community, and over the Internet. Similarly, a wide range of perpetrators commits violence against children, such as family members, intimate partners, teachers, neighbours, strangers and other children. Such violence not only inflicts harm, pain and humiliation on children; it also kills. Children are victims of violence every day and everywhere. A child dies as a result of violence every five minutes. There are millions more children who live in fear or are at constant risk of physical, emotional and sexual violence all around the world.

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