UNICEF and the Government of Montenegro
implemented a communication strategy “It’s about
ability” to challenge the existing, exclusionary
practices and promote new, inclusive social norms for
children with disability. Drawing on communication
for development principles and social norms theory, a
2010-2013 nation-wide campaign mobilized disability
rights NGOs, parents associations, media and private
sector to stimulate inclusive attitudes and practices
towards children with disabilities. As a result, the
percentage of citizens who find it acceptable for a
child with disability to attend the same class with
theirs increased from 35 before the campaign to 80
percent at the end of it. Similarly, 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 before the campaign to
51 percent at the end of it. The campaign was
participatory, audience-centred and guided by the
key communication planning principles.