Jordan Times
Tuesday, March 9, 2004

TV programme on child safety goes on air

The programme is presented by Hala Hammad, Child Safety Programme manager, and a specialist in early childhood development, according to a JRF statement released on Monday.

JRF's Child Safety Programme aims to address the immediate needs for protecting children at risk of abuse, and to adopt a long-term campaign to increase public awareness about violence against children. Outcome of research conducted by the foundation on the causes of abuse, the lack of information and education on proper child-rearing practices was found to be a major inducer of child abuse and neglect.

The TV programme will be developed in three phases. Phase one consists of 13 episodes, each episode will discuss one type of positive parenting education. The second and third phases will be developed according to the feedback received from the audience. It is suggested that phase two of the programme will include a stage audience while the third phase will include phone-ins to receive the questions and inquiries from the programme viewers.

The first 13 episodes will be televised on Monday evenings at 7:30pm on Jordan Television, and repeated on Fridays at 2:30pm. Advertising will include promotion spots, press ads, radio announcements to generate as much awareness as possible, the statement said.

The various obstacles associated with child abuse issues require early proactive rather than reactive measures to combat child abuse. These proactive measures must be provided in a deliberate and comprehensive manner in early stages of childhood and parenting, and to professionals and stakeholders working in child safety issues to ensure the healthy development of future generations. In addition, prevention is more pro-development to ensure that social groups are strengthened and family units are healthy, strong and dependent upon an internal family support system that has a lasting and positive impact on the Jordanian society rather than depending on external support systems that are scarce and ineffective.

Under the leadership and support of Her Majesty Queen Rania, the JRF is speaking with courage to a painful and universal human challenge. In the delicate context of a culture that rightfully prides itself on the obligations and responsibilities of family, the foundation is forging ahead with a national awareness campaign that focuses on the prevention of child abuse and neglect prior to their existence or as soon as it starts. The campaign will emphasise developmentally appropriate practices in homes, schools, children's centers, and clubs for parents, young parents of young children, and young adolescents who lack knowledge in these areas.

The practices propagated are those internationally validated through longitudinal research results as being crucial to the holistic growth and development of children in their early life in uteri and after birth in the early childhood stage. These practices, and all related services and activities, will be culturally sensitive, respecting the Jordanian value system.

The national awareness campaign, to be implemented throughout 2004, consists of components that address varied target groups through mass media channels. The two components that will be simultaneously implemented include the TV programme “Beit Sgheer” and the Ajyaluna Campaign, which consists of TV commercials, radio announcements, and press and outdoor advertisements.

Queen Rania has spearheaded efforts to raise awareness on the issue of child welfare. She has often stated that shedding light on sensitive social problems by opening a candid dialogue on social ills, and facing, rather than ignoring problems brings habitually overlooked topics to the forefront of the national agenda allowing them to be tackled. Her Majesty's efforts aimed at better addressing and tackling issues long considered taboo subjects was the driving force behind the creation of Beit Sgheer.

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