17thtaskforcemeetingreport2005novdodds

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					ELEVEN COUNTRIES
       ONE VOICE
ASEAN AND AUSTRALIAN GOVERNMENTS
       UNITE TO COMBAT SECT
  THE ASEAN REGIONAL
  EDUCATION CAMPAIGN
Partnership between:

  Ten ASEAN Governments

  The Australian Government

  Child Wise (ECPAT in Australia)
       ASEAN TOURISM
 50 million visitor arrivals in 2004

 Highest number of visitors on record

 Need to match tourism growth with
  child protection action
    ASEAN AND AUSTRALIA
           UNITE
   Almost two million Australian visitor
    arrivals recorded in ASEAN in 2004

   Australian Government committed to
    responsible Australian tourism

   Partnership since 1999
      ASEAN
GOVERNMENT ACTION
   Ten ASEAN Countries

 Cambodia       Singapore
 Thailand       Malaysia
 Indonesia      Brunei
 Lao PDR        Myanmar
 Philippines    Vietnam
       AUSTRALIAN
    GOVERNMENT ACTION
Whole of Government Approach

 AusAID – Agency for International
  Development

 Ministry of Justice and Customs

 Department of Foreign Affairs
       PUBLIC EDUCATION
          PLATFORM
    Child Wise ASEAN Think Tank
                2004

    Reviewed Stockholm Agenda

    Acknowledged solid foundation of
     child protection infrastructure in
     ASEAN
     CHILD PROTECTION
      INFRASTRUCTURE
 Application of UN CRC

 Child protection laws

 Heightened law enforcement

 Improved monitoring/surveillance
       REGIONAL ACTION

   Regional Action Plan

   Regional Education Campaign

   ASEAN Traveller’s Code
    CAMPAIGN OBJECTIVES

   Mobilise responsible travellers and
    local citizens to report suspicious
    behaviour

   Deter child sex offenders

   Create a culture of intolerance to
    child sexual abuse
    CAMPAIGN CHALLENGES

   We want to change behaviour to
    prevent child sex tourism

   Imperative to get the message right

   But Australian Government, ASEAN
    Government and Child Wise are not
    social marketers
    SOCIAL MARKETING 101


   Conducted research to identify the
    agency with the best track-record for
    behaviour change campaigns

   Located Grey Worldwide

   Pro-bono support to produce the
    campaign
Overarching Theme

 Sex with children
     is a crime
  Two Campaigns
Receiving       Sending
Countries      Countries
 DESTINATION    ORIGINATION
      Key Message
    Receiving Countries
Be alert to child exploitation
and report suspect behaviour
 Target Audience
 Local citizens
 Responsible tourists
 Expatriates
 Tourist industry
 Brothel patrons
   Key Message
  Sending Countries

Have sex with children
and you will be punished
     Target Audience
 Potential offenders
 Family & friends of suspected
  offenders

 General public
     Rules of effective
     social marketing
 Harness a sense of justice
 Point out the suffering of others
 Try to create empathy
 Make current reality look
  ridiculous
Make it actionable
The Brand
Posters
Tourist Applications
Hotel Rooms
Hotel Rooms
Hotel Rooms
Internet Cafes
Taxi, Tuk Tuks etc
Photo Shops
Boarding Pass
Outdoor
Magazine Advertising
In-flight Video
 Information for
Tourism Industry
Booklet Cover
Immigration
Staff Rooms
  Advertising in
Sending Countries
Media
               ACTION


   ASEAN Governments roll-out the
    campaign next week

   Australian Government will roll-out
    the campaign beginning 2006

   International Governments can also
    join the campaign
              ACTION


             “Here and now,
let each and every member of ASEAN send a
   message that child sex offenders are not
welcome and that ASEAN is not a place where
     they can get away with their crimes.”
               Atty Victoria Jasmin
        Department of Tourism - Philippines
ELEVEN COUNTRIES

   ONE VOICE

				
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