Given that child labour problems are ingrained in the socio-cultural and economic structure of society, the process to solve them effectively is complex and diverse. That is why the ILO aims at simultaneously facilitating both policy reforms and a change in attitudes within countries, among those directly concerned with the problem - children, parents and employers - and in society as a whole. These two aims are closely related. Extensive awareness-raising and social mobilization lead to a shift in attitudes about child labour in society, which in turn creates public demand for policy reforms, and thus to changes in legislation, programmes, budgets and institutional structures.
This chapter illustrates positive experiences in awareness-raising and advocacy on child labour issues emerging from recent initiatives around the world, many of them with support from the ILO and its International Programme on the Elimination of Child Labour (IPEC). It highlights important messages that can be used to overcome misconceptions and constraints posed by established socio-cultural patterns which lead to or perpetuate apathy, resistance or inaction. It focuses primarily on the communication process in the fight against child labour.
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