Inna Romanova, Natalia Yesina, Lyudmila Makar SOCIAL ADVERTISING AS A TOOL FOR PROTECTING CHILDREN’S RIGHTS
(2026) Science and education, 1, 174-181. Odessa.
Inna Romanova,
Doctor of Pedagogical Sciences, Professor,
Head of the Department of Social Work and Social Pedagogy,
H.S. Skovoroda Kharkiv National Pedagogical University,
60, Chernyshevska Str., Kharkiv, Ukraine,
ORCID ID: https://orcid.org/0000-0002-5318-8970
Natalia Yesina,
Candidate of Pedagogical Sciences, Associate Professor,
Associate Professor at the Department of Social Work and Social Pedagogy,
H.S. Skovoroda Kharkiv National Pedagogical University,
60, Chernyshevska Str., Kharkiv, Ukraine,
ORCID ID: https://orcid.org/0000-0001-9546-418X
Lyudmila Makar,
Candidate of Pedagogical Sciences, Associate Professor,
Associate Professor at the Department of Social Work and Social Pedagogy,
H.S. Skovoroda Kharkiv National Pedagogical University,
60, Chernyshevska Str., Kharkiv, Ukraine,
ORCID ID: https://orcid.org/0000-0002-0372-7892
SOCIAL ADVERTISING AS A TOOL FOR PROTECTING CHILDREN’S RIGHTS
SUMMARY:
The article provides a comprehensive analysis of social advertising as a tool for the social protection of children’s rights. The relevance of the study is determined by the growing role of social advertising in shaping public awareness and the need to comply with ethical and legal standards in communication aimed at protecting children’s rights, especially in the context of modern social transformations and war challenges. The purpose of the article is to provide a theoretical justification and analysis of the characteristics of social advertising for the protection of children’s rights, as well as to identify the main problematic aspects of its application. The historical stages of the development of social advertising for the protection of children’s rights are analysed. It is determined that social advertising for the protection of children’s rights has come a long way. Its development is closely linked to the establishment of a system of legislation for the protection of children’s rights. In Ukraine, social advertising for the protection of children’s rights was shaped by socio-political transformations and became particularly relevant after 2022 in the context of full-scale war. Based on a comparative analysis of social videos on the protection of children's rights in Ukraine and European countries, common thematic areas (child safety, combating violence, family support) and differences due to the war context have been identified. The article also identifies a number of problematic aspects of contemporary social advertising regarding the protection of children’s rights, in particular the risks of manipulative use of emotions, insufficient consideration of the psychological consequences for the child audience, and the blurred distinction between social advertising and political communication. It concludes that social advertising needs to be improved as a tool for social work by adhering to ethical standards, interdisciplinary cooperation, and taking into account European experience.
KEYWORDS:
social advertising, children, protection of rights, social work tool, advertising campaigns, social problems
FULL TEXT:
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