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CAMPAIGN „PRESCHOOL FOR ALL“ SURVEY ON IMPACT OF CAMPAIGN ON KNOWLEDGE ABOUT AND ATTITUDES TOWARDS PRESCHOOL EDUCATION

Montenegro, July 2015.

C KEY FINDINGS

C.1 C.2 C.3 AWARENESS OF CAMPAIGN EFFECTS OF CAMPAIGN ON THE LEVEL „PRESCHOOL FOR ALL“ AND OF BEING INFORMED AND ATTITUDES ATTITUDES TOWARDS THE TOWARDS PRESCHOOL EDUCATION CAMPAIGN

Survey objectives Methodology

• UNICEF OFFICE IN MONTENEGRO AND MONTENEGRIN MINISTRY OF EDUCATION MADE AN INITIATIVE TO STIMULATE THE PARENTS FROM NORTHERN MUNICIPALITIES OF MONTENEGRO TO ENROLL THEIR CHILDREN IN THE INSTITUTIONS OF PRESCHOOL EDUCATION – KINDERGARTENS. • WITHIN THIS INITIATIVE, IN SPRING OF 2015, THE CAMPAIGN “PRESCHOOL FOR ALL” WAS REALIZED IN FIVE NORTHERN MUNICIPALITIES: ANDRIJEVICA, BERANE, BIJELO POLJE, PLAV AND ROŽAJE. THE SURVEY WAS REALIZED IN TWO WAVES: 1) BASELINE SURVEY WAS REALIZED IN NOVEMBER 2014. THE AIM OF THE SURVEY WAS TO GAIN INSIGHT INTO PARENTS’ KNOWLEDGE AND ATTITUDES TOWARDS PRESCHOOL EDUCATION AND REASONS WHY CHILDREN AGED FROM 3 TO 5 YEARS DO NOT ATTEND PRESCHOOL INSTITUTIONS - KINDERGARTENS 2) THE SURVEY REALIZED IN JULY 2015, AFTER IMPLEMENTATION OF CAMPAIGN „PRESCHOOL FOR ALL“. THE AIM OF THE SURVEY WAS TO GAIN INSIGHT INTO EFFECTS OF THE CAMPAIGN ON KNOWLEDGE ABOUT AND ATTITUDES TOWARDS PRESCHOOL EDUCATION OF CHILDREN AGED FROM 3 TO 5 YEARS

FIRST WAVE – BASELINE SURVEY

Target population: Parents of children aged from 3 to 5 years who are not enrolled in preschool institution living in municipalities in the north of Montenegro: Pljevlja, Bijelo Polje, Mojkovac, Kolašin, Plav, Andrijevica, Berane, Rožaje, Žabljak, Šavnik and Plužine Selection of sample of respondents: Municipalities were stratified to urban and rural areas. In order to achieve territorial dispersion of respondents used as primary sampling units (PSU) were polling place territories which were selected randomly (selection proportional to size of stratum, using the method of cumulative selection). Within primary sampling units selected in this way, respondents (parents) were selected by combination of systematic sample with random selection of starting point and equal interval and „snowball“ method. Size of sample: 600 respondents (3 respondents per PSU) – 265 in urban and 335 in rural settlements Data collection method: Face to face in respondent’s household Period of data collection: 23rd November to 23rd December 2014

5 © 2015 Ipsos. Methodology SECOND WAVE – SURVEY ON CAMPAIGN EFFECTS 1) QUANTITATIVE - SURVEY Sample: Parents who participated in the baseline survey. Follow-up survey on the same sample of respondents makes possible direct comparison of relevant variables and reduces the errors of statistical inference coming from sampling error. Size of sample / response rate: In the second wave a total of 469 parents participated in the survey, of whom 78% participated in the baseline survey. (504 respondents accepted the repeated interview while 35 were eliminated from the sample because the children were already enrolled in school). Size of sample in municipalities in which the campaign was realized (Andrijevica, Berane, Bijelo Polje, Plav and Rožaje): 351 Size of sample in other municipalities: 118 Period of data collection: 16th – 23rd July 2015 2) QUALITATIVE SURVEY– INDIVIDUAL INTERVIEWS In order to gain a more detailed insight into experience and effects of the campaign, a total of 10 individual interviews were realized (4 mothers from Berane - 2 from urban and 2 from rural areas; 4 mothers from Bijelo Polje - 2 from urban and 2 from rural areas); 2 teachers (one from kindergarten in Berane and 1 from

6 kindergarten© 2015 Ipsos. in Bijelo Polje) Methodology METHODOLOGICAL NOTES Assessment of campaign effects When interpreting the results it should be kept in mind that this survey was realized in absolutely natural conditions. Since this is the survey in natural conditions, the effects of the campaign are mixed with the effects of other circumstances in everyday life, which can not be controlled in such type of the survey. Assessment of change of attitudes towards kindergartens: Changes in the attitude towards kindergarten were assessed on 10 items in questionnaire which directly express attitudes towards kindergartens, that is, which are most directly associated with messages of the campaign (Kindergarten offers child development programs with professionals, which child can’t have at home; Children who attended a kindergarten know more (words, rhymes, plays...) than children who didn’t attend a kindergarten; Children who attended a kindergarten are more prepared for school than children who didn’t attend a kindergarten; Children who attended a kindergarten do better in a group/company of peers than children who didn’t attend a kindergarten; It is better for a child age 3 to 5 to spend some time with his/her peers in a kindergarten every day; As encouragement of child development, it is good that also professionals-teachers, besides family members, are engaged; Although child can be infected by other children, this is not dangerous and it will just make him/her more resilient and healthier in the future; It is better for a child to attend kindergarten even if there is someone who can take care od him/her; Kindergartens are more stimulating for child development than home environment; Kindergarten is not only a place where children are watched over, but it also 7 stimulates© 2015 Ipsos. child development) B. SUMMARY OF KEY FINDINGS

• Great majority of the parents, 80%, liked the campaign very much, primarily because the children were not mere observers, but active participants of events organized within the campaign • Almost all parents, 91%, evaluated the campaign as very useful for informing the parents and children of preschool age about the work of preschool institutions - kindergartens in Montenegro (71% as very useful and 20% as somewhat useful) • Almost all parents, 96%, understood the aim of the campaign, while great majority, 71%, even knew the name of the campaign • Majority of the parents, 56%, knew that UNICEF (together with Ministry of Education) organized the campaign, and, according to parents, this strongly contributed to their trust in messages of the campaign, since UNICEF is recognized as a symbol of care about children.

9 © 2015 Ipsos. Summary of key findings • Comparison of results prior to and after the campaign shows that, on average, in municipalities where the campaign was realized, parents expressed more positive attitudes towards kindergartens than before the campaign (in baseline survey) • Majority of parents, 85%, evaluated that the campaign influenced people from their neighborhood in terms of making them consider seriously to enroll their children in kindergarten, while 43% claimed that the campaign stimulated them personally • Results of the survey show that, in municipality where the campaign was implemented, higher percentage of parents who were aware of the campaign started the procedure for enrolling their child in kindergarten than parents who were not aware of the campaign: 44% against 18%. • Majority of parents who haven’t enrolled their children this year either, mention financial reasons and other reasons (primarily distance of kindergarten) as the main reasons for having not done it, while only 30% mentioned personal reasons

Do you know the name of this campaign?

PERCENTAGE OF PARENTS WHO COULD SPECIFY THE EXACT NAME OF THE CAMPAIGN (OF THOSE WHO SPONTANEOUSLY REMEMBERED THE CAMPAIGN) 71% 71% 67%

Total Municipalities in which the Municipalities where the campaign was realized campaign was not realized 13 © 2015 Ipsos. MAJORITY OF PARENTS WHO SPONTANEOUSLY REMEMBERED THE CAMPAIGN WERE ABLE TO SPECIFY THE AIM OF THIS CAMPAIGN: 67% MENTIONED MOTIVATION FOR PARENTS TO ENROLL THEIR CHILDREN IN KINDERGARTEN, AND 28% PUT AN ACCENT ON HAVING THE CHILDREN ACQUAINTED WITH ACTIVITIES/WORK OF KINDERGARTEN

As far as you understood it, what was the aim of this campaign, why was that campaign organized?

67%

28%

Education / motivation for parents to Acquaint the children with DK enroll their children in kindergarten / to activities/work of kindergarten have as many as possible children in kindergartens

„Well, the aim of the campaign was surely to enroll all children in kindergarten. They said: Come on children, all of you should enroll. There were also children from kindergartens and those who were not enrolled. Those who were not enrolled – they got enrolled. It was really pleasant for everyone. They said: Let us all talk like a kitten, and let us talk like a puppy...“ (MOTHER, urban, Bijelo Polje)

„To stimulate all children to go to go to kindergarten. I realized that they wanted the kindergarten to become accessible to everyone, so that all Children, even those whose parents have small income, have the right to go to Kindergarten regardless of whether their parents are employed or not, this is How I understood it “ (MOTHER, rural, Bijelo Polje)

DK 30.5 Other 4% 5% 4% Preschool institutions

State/Government/Ministry of education 56%

UNICEF/ UNICEF AND Ministry of Educationb/ UNICEF and Montenegrin Government

16 © 2015 Ipsos. INFORMATION THAT UNICEF ORGANIZED THE CAMPAIGN BOOSTS PARENTS’ TRUST SIGNIFICANTLY, WHILE SOME EVEN EXPECT UNICEF TO HELP IN EXPANDING CAPACITIES AND AVAILABILITY OF KINDERGARTEN FOR ALL CHILDREN

„We think of UNICEF as children’s trademark, poor children’s, I’ve known it forever. I think that this campaign resonates well here because children, here in the north, are not in a very good situation. UNICEF organized it, it may help these children and make their life better“. (MOTHER, urban, Bijelo Polje)

„ Hearing that UNICEF donated this got my hopes up, sincerely, let’s get that kindergarten, UNICEF will do it, perhaps the Ministry can’t afford it for all“. (MOTHER, rural, Bijelo Polje)

Please specify anything that you recall from this campaign

41% 41%

29%

14% 13% 8%

Travelling Outdoor Ballerinas Children's choir Children's Can't specify Theatre kindergarten in from `Vasa Pavic` orchestra from anything Preschool for All the pedestrian music school `Vasa Pavic` zone music school

How did you like the campaign in general?

1% 20% I didn't like it at all

I liked it, but not much 80%

I liked it very much

„What I liked most was that my child could see what she could experience in kindergarten. I was really pleased, she was liberated through playing, acting, cartoon characters, she liked it a lot“. (MOTHER, rural, Bijelo Polje)

„They prepared it also for children who didn’t attend kindergarten. I liked it because it was in the open, and intended for all. Children were also given presents...“ (MOTHER, urban, Berane)

22 © 2015 Ipsos. MOST PARENTS EVALUATED THE CAMPAIGN AS VERY USEFUL IN TERMS OF INFORMING PARENTS AND CHILDREN ABOUT ACTIVITIES OF PRESCHOOL INSTITUTIONS AND STATED THAT IT MADE THEM PERSONALLY VERY INTERESTED

In your opinion how useful is this campaign to inform How interested were you in general in this UNICEF parents and children of preschool age about the work campaign? of preschool institutions – kindergartens in Montenegro?

6.8 3.85% Not at all interested 2% Don't know 20% 37% Not really interested Not very useful

Somewhat interested 71% Somewhat useful 54% Very useful Very interested

„Oh great, both parents and children liked it. They asked many questions– why, how, we explained that groups were going to be formed in September and that children could stay for 3h for free. They saw what was done in kindergarten, so it all really helped and facilitated things“. (Preschool teacher)

„It’s good, it’s really good. People really lack information here, but when they see, it’s different. For example, my parents used to say „what good is kindergarten“ until they saw“. (MOTHER, urban, Berane)

Did you find out anything new from the campaign, that you didn’t think about before or didn’t know about preschool education?

I didn’t find out anything new 58% I found out some new things

33% I found out a lot of new things 9%

Which new things did you find out from this campaign?

How important it is that children attend preschool 48%

Attention is paid to children from remote/ rural areas 21%

New and interesting methods of working with children, touring theatre … 18%

Benefits that preschool gives to children 9%

„They found out that babysitting was not the only role of preschool, that we are really working with children and that we have a curriculum, that children are prepared for school, that one can tell which children attended preschool” (Preschool teacher) „ I can tell now that children who attended kindergarten are more progressive than my children who didn’t... I’m sincere (MOTHER, urban, Bijelo Polje)

„Joco used to make pyramids, then he colored, used building blocks– but he is older now, so he has to attend kindergarten in order to socialize and be less shy“. (MOTHER, urban, Berane)

28 © 2015 Ipsos. IN MUNICIPALITIES WHERE THE CAMPAIGNS WAS REALIZED, PARENTS WERE, ON AVERAGE, MORE LIKELY TO SHARE POSITIVE ATTITUDES TOWARDS KINDERGARTENS AFTER THE CAMPAIGN, WHILE THERE WAS NO CHANGE FO ATTITUDES IN OTHER MUNICIPALITIES

Base: Total target population AVERAGE OF NUMBERS OF AGREEMENT WITH TEN ITEMS IN THE QUESTIONNAIRE DESCRIBING POSITIVE ATTITUDES TOWARDS KINDERGARTEN IN THE PERIOD BEFORE (T1) AND AFTER (T2) THE CAMPAIGN (min=0, max=10) 8.6 8.4 8.2 Municipalities with 8 realized campaign 7.8 7.6 7.4 Municipalities without 7.2 realized campaign 7 6.8 T1-Before the campaign T2-After the campaign

F (municipalities x attitudes before and after the campaign)= 14.50 , df=1,467, p< 0.01 29 © 2015 Ipsos. IN MUNICIPALITIES WHERE THE CAMPAIGN WAS REALIZED, PERCENTAGE OF PARENTS WHO AGREED WITH 9 OR WITH ALL 10 ITEMS WAS INCREASED SIGNIFICANTLY (FROM 48% TO 66%), WHILE IT REMAINED AT APPROXIMATELY THE SAME LEVEL IN OTHER MUNICIPALITIES Base: Total target population

AVERAGE OF NUMBERS OF AGREEMENT WITH TEN ITEMS IN THE QUESTIONNAIRE DESCRIBING POSITIVE ATTITUDES TOWARDS KINDERGARTEN IN THE PERIOD BEFORE (T1) AND AFTER (T2) THE CAMPAIGN

9 to 10 items 48% 48% 41% 66% 6 to 8 items

29% 36% 43% 3 to 5 items 24% 14% 7% 12% 10% 10% 3% 5% 6% 0 to 2 items Municipalities with Municipalities with Municipalities Municipalities campaign T1 campaign T2 without campaign without campaign T1 T2 30 © 2015 Ipsos. IN MUNICIPALITIES WITH THE CAMPAIGN, PERCENTAGE OF AGREEMENT WITH POSITIVE ITEMS ABOUT PRESCHOOL HAS INCREASED ON ALL ITEMS

Base: parents from municipalities with realized campaign (75% of target population) AVERAGE OF NUMBERS OF AGREEMENT WITH TEN ITEMS IN THE QUESTIONNAIRE DESCRIBING POSITIVE ATTITUDES TOWARDS KINDERGARTEN IN THE PERIOD BEFORE (T1) AND AFTER (T2) THE CAMPAIGN IN MUNICIPALITIES IN WHICH THE CAMPAIGN WAS IMPLEMENTED

Kindergarten is not only a place where children are watched 82% over, but it also stimulates child development 93% 85% Kindergarten is important for child development 93% It is better that child attends kindergarten, even if there is 80% someone available to watch over him 92% As encouragement of child development, it is good that also 73% professionals-teachers, besides family members, are engaged 89% It is better for a child age 3 to 5 to spend some time with his/her 82% T1 peers in a kindergarten every day 86% Children who attended kindergarten do better in a 75% T2 group/company of peers 85% 78% Children who attended kindergarten are more prepared 84% 62% Children who attended kindergarten know more 76% Although child can be infected by other children, this is not 59% dangerous and it will just make him/her more resilient and… 72% Kindergarten offers child development programs with 61% 31 © 2015 Ipsos. professionals, which child can’t have at home 74% IN MUNICIPALITIES WITHOUT THE CAMPAIGN, PERCENTAGE OF AGREEMENT WITH MOST OF POSITIVE ITEMS ABOUT PRESCHOOL REMAINED THE SAME AS IN THE FIRST WAVE Base: parents from municipalities where the campaign was not implemented (25% of target population)

AVERAGE OF NUMBERS OF AGREEMENT WITH TEN ITEMS IN THE QUESTIONNAIRE DESCRIBING POSITIVE ATTITUDES TOWARDS KINDERGARTEN IN THE PERIOD BEFORE (T1) AND AFTER (T2) THE CAMPAIGN IN MUNICIPALITIES WITHOUT REALIZED CAMPAIGN

Kindergarten is not only a place where children are watched 88% over, but it also stimulates child development 92% 91% Kindergarten is important for child development 91% It is better that child attends kindergarten, even if there is 86% someone available to watch over him 85% Children who attended kindergarten are more prepared for 75% school 85% Children who attended kindergarten do better in a 71% T1 group/company of peers 80% Although child can be infected by other children, this is not 76% T2 dangerous and it will just make him/her more resilient and… 76% As encouragement of child development, it is good that also 75% professionals-teachers, besides family members, are engaged 74% It is better for a child age 3 to 5 to spend some time with his/her 75% peers in a kindergarten every day 73% 67% Children who attended kindergarten know more 67% Kindergarten offers child development programs with 49% 32 © 2015 Ipsos.professionals, which child can’t have at home 51% CAMPAIGN INFLUENCE ON PARENTS’ MOTIVATION TO ENROLL CHILDREN IN PRESCHOOL AND ON ENROLMENT PRACTICES

In your opinion, to what extent did this campaign influence people around you to seriously consider enrollment of children in preschool ?

15%

Didn't influence at all 54% Influenced somewhat

31% Influenced very much

34 © 2015 Ipsos. CONSIDERABLY LOWER PERCENTAGE OF PARENTS, 11%, STATED THAT THE CAMPAIGN INFLUENCED THEM IN THE SENSE OF CHANGING THEIR ATTITUDES ABOUT ENROLLMENT OF CHILDREN IN PRESCHOOL, BUT 80% STATED THAT EVERYTHING THAT THEY SAW IN THE CAMPAIGN COINCIDED WITH THEIR ATTITUDES ABOUT PRESCHOOL

Did this campaign influence you personally to change some attitudes when it comes to enrollment of children in preschool?

It had no influence because everything that I saw in the campaign coincides with my attitudes about preschool 80% It had no influence, my attitudes are somewhat different, but I don’t think that I should change them It influenced me in the sense of changing my 9% attitudes about enrollment of children in 11% preschool education

35 © 2015 Ipsos. HOWEVER, CONSIDERABLY HIGHER PERCENTAGE OF PARENTS (43%) STATED THAT THE CAMPAIGN MOTIVATED THEM TO ENROLL THEIR CHILDREN IN PRESCHOOL THAN THAT IT INFLUENCED CHANGE OF THEIR ATTITUDES ON ENROLLMENT

Did this campaign motivate you to enroll your child in kindergarten?

57% No

43% Yes

36 © 2015 Ipsos. PARENTS WHO HAVE HEARD OF THE CAMPAIGN WERE MORE LIKELY TO START ENROLLMENT PROCEDURE THAN PARENTS UNAWARE OF THE CAMPAIGN, AND THIS DIFFERENCE IS MUCH MORE SIGNIFICANT IN MUNICIPALITIES WITH THE CAMPAIGN THAN IN MUNICIPALITIES WITHOUT IT Base: Total target population In November, when we talked for the first time, your child (name) was not attending kindergarten. Did you take any steps regarding this issue in the meantime? MUNICIPALITIES WITH THE CAMPAIGN MUNICIPALITIES WITHOUT THE CAMPAIGN

Not started Not started 56% enrollment 46% enrollment 66% 83% procedure procedure

Started Started 44% enrollment 55% enrollment 34% 18% procedure procedure

Aware of the Unaware of Aware of the Unaware of campaign the campaign campaign the campaign Pearson Chi-Square=28.066, Df=1, p<0.05 Pearson Chi-Square=3.09, Df=1, p=0.08 37 © 2015 Ipsos. MOST PARENTS WHO STILL HAVEN’T ENROLLED THEIR CHILDREN IN KINDERGARTEN POINT OUT OBJECTIVE AND FINANCIAL BARRIERS. PARENTS WHO DIDN’T ENROLL THEIR CHILDREN LAST YEAR OUT OF PERSONAL REASONS, OVERCAME THIS BARRIER MORE EASILY AND MADE THE DECISION TO ENROLL THEIR CHILDREN IN KINDERGARTEN

Base: Parents who still haven’t started enrollment procedure (71% of target population) What is the main reason why your child doesn’t attend preschool education?

30% Personal reasons 39%

34% Financial barriers 31%

29% 36% Objective barriers(distance, overcrowded etc.) Total T1 Total T2

The Follow up survey confirmed the results of the baseline survey in regard to the predominance of objective reasons that make parents living in northern municipalities of Montenegro not enroll their children in kindergarten. In interviews, kindergarten teachers singled out three reasons: 1) financial – lack of money to pay for kindergarten 2) overcrowded kindergartens (one preschool teacher says that, instead of 28, they will have 38 children per group this year) 3) inadequate conditions in kindergartens (one preschool teacher says that there is no heating in some kindergartens)

„Well, the first barrier is financial. It’s fine with one child, but if two or three children are attending kindergarten, that’s a heavy load for parents to endure 1“. (MOTHER, urban, Berane)

„My close neighbor wanted to enroll her child to kindergarten but she couldn’t provide all necessary documents because she is unemployed, that’s the first problem (MOTHER, urban, Bijelo Polje)

„The problem is that I have to take him there, and it’s far away on foot. I have to pay for a taxi there and back. So it’s 2 e in one direction and 2e back, every day“. (MOTHER, rural, Berane)