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PRESS RELEASE

Lesotho produces innovative communication materials

for children’s early development
UNICEF and the Ministry of Education and Training bring together creative minds from across the
country to produce children’s multimedia material.

Maseru, Lesotho 02 July 2010– About 100 participants,

[including artists, journalist, photographers, graphic designers,
animation and music composers, NGOs, young people and
education specialists] from all over Lesotho teamed up for the
first time to produce pioneering local communication material
for children.

The initiative was organized by the Ministry of Education and

Training and UNICEF and aimed at employing local creativity to
translate traditional Early Childhood Development (ECD)
knowledge and practices into original communication products
for children and their caregivers, with a focus on special needs
and HIV and AIDS.
One of the photo based books relating the story
The products include illustrated and photo books, posters,
of a young child and her unconditional love for
her strong and confident deaf mother.
animations and TV and radio spots, focusing on promoting
positive customs and demystifying the conventional image of children and caregivers with special
needs. Particular emphasis was placed on addressing the most vulnerable children aged 0-6
years.

Ms. Barbaba Kolucki UNICEF consultant and a worldwide expert on ECD, introduced the
importance of early childhood development “Many often underestimate the critical value of early
childhood; the ages 0-3 are the most important years in a child’s formative and cognitive
development” she stated.

Ms. Edith Sebatane, ECD specialist and lecturer at the National University of Lesotho reiterated
that “by age three, 80% of a child’s brain is formed. The developing brain is sensitive to
environmental influences such as nutrition, intellectual stimulation, language development, social
relationships and bonding. Fathers as well as mothers must be actively involved in the provision
of childcare; holding, talking to and playing with babies, protecting and caring for the baby is the
responsibility of men and women alike”.

Participants took off their ‘adult hats’ to seek the child within. The outcome was felt in the
production of inclusive materials that connect people by valuing diversity, encouraging positive
communication between children and adults and challenging the stigma and stereotypes
surrounding disability and HIV and AIDS.

“Our products show the importance of living together and caring for each other despite our
differences, whether it’s a father caring for his orphaned child, a grandmother taking care of a
disabled child or a deaf mother loving and caring for her child as best as any other mother” said
one of the participants.
Dr. Naqib Safi, Deputy Representative of UNICEF Lesotho emphasized the importance of “creating
media that goes at the heart of the matter that connects people through the common principle of
being the same irrespective of our differences, HIV status, abilities or disabilities”. By depicting
ability rather than disability children will learn and practice respect for diversity and inclusion.

Media is a powerful tool to protect the most vulnerable, give them a voice and influence public
perception. The fairness and objectivity of the media can make them ambassadors of children,
especially on issues of HIV and AIDS, gender and narrowing the disparity gap.

Ms. Seriti Morojele-Dotoro, inspector field services from the Ministry of Education and Training
was moved by the materials produced “It is the first time I witness such magical products coming
from our own people, for the development of our own children. You tapped into the soul, using
songs and slogans that we grew up with and we pass onto our children, those innermost
traditional values that heal our soul and bring back memories” she said.

During the presentation of the 13 products, audiences were moved by the captivating materials
and how they depicted the essence of traditional customs and translated it into positive inclusive
solutions.

The next steps include finalizing all the products, pre-testing them and ensuring they reach all
reception classes across the country, communities and home based kindergartens as well as
specialized institutions for children under 6 years of age.

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About UNICEF
UNICEF is on the ground in over 150 countries and territories to help children survive and thrive,
from early childhood through adolescence. The world’s largest provider of vaccines for
developing countries, UNICEF supports child health and nutrition, good water and sanitation,
quality basic education for all boys and girls, and the protection of children from violence,
exploitation, and AIDS. UNICEF is funded entirely by the voluntary contributions of individuals,
businesses, foundations and governments.

For more information, please contact:

Clelia Barbadoro, UNICEF Lesotho

Tel +266-58882872 | +266 22 315801
cbarbadoro@unicef.org