The Estonian child helpline service launched in 2009 uses a free nationwide 24h Child Helpline phone number. The purpose of the service is to enable everyone to report on children in need, forward the information to specialists and, if necessary, get primary social counselling and crisis counselling for children and other people. The service is provided in accordance with the Estonian Child Protection Act that prescribes that all citizens are required to immediately notify the social services, police or other assistanceproviding authorities about children in need of protection or assistance. This article is based on studies conducted between 2013 and 2015. In the course of the research, data were collected for increasing the effectiveness of the hotline’s communication campaigns. In addition to the general objective of the article, the data collected includes quantitative research mixed with qualitative data that helps to understand the factors that encourage and inhibit the use of the hotline service. The focus is on indicators that illustrate the effectiveness of the diffusion of innovation, and special attention is paid to the results that highlight risk, the existence of mental barriers and trust. Finally, the study analyses the weaknesses of past hotline campaigns and makes some suggestions for future.
If the inline PDF is not rendering correctly, you can download the PDF file here.
Cohen, Don; Prusak, Laurence 2001. In Good Company: How Social Capital Makes Organizations Work. Boston: Harvard Business School Press.
Fu, Qianhong 2004. Trust, Social Capital, and Organizational Effectiveness. MA thesis. Virginia Tech. Blacksburg.
Kotler, Philip; Roberto, Ned; Lee, Nancy 1989. Social Marketing: Strategies for Changing Public Behavior. New York: The Free Press.
Kotler, Philip; Roberto, Ned; Lee, Nancy 2002. Social Marketing: Improving the Quality of Life. California, Thousand Oaks: Sage.
Lefebvre, Craig R. 2001. ‘Theories and Models in Social Marketing’. – Paul N. Bloom, Gregory T. Gundlach (eds.), Handbook of Marketing and Society. Thousand Oaks, London, New Delhi: Sage, 506–519.
Luhmann, Niklas 1979. Trust and Power. Trans. Howard Davis, John Raffan, Kathryn Rooney. Chichester, New York, Brisbane, Toronto: John Wiley & Sons.
Luhmann, Niklas 1988. ‘Familiarity, Confidence, Trust: Problems and Alternatives’. – Diego Gambetta (ed.), Trust: Making and Breaking Cooperative Relations. Oxford: Basil Blackwell, 94–107.
McCarthy, Jerome E. 1960. Basic Marketing: A Managerial Approach. Homewood: Richard D. Irwin.
MSMedia 2013. Study Report. Tallinn: MSMedia.
MSMedia 2014. Study Report. Tallinn: MSMedia.
MSMedia 2015. Study Report. Tallinn: MSMedia.
Osgood, Charles E.; Suci, George J.; Tannenbaum, Percy H. 1957. The Measurement of Meaning. Urbana, Chicago: University of Illinois Press.
Petti, Richard; Cacioppo, John 1986. ‘The Elaboration Likelihood Model of Persuasion’. – Leonard Berkowitz (ed.), Advances in Experimental Social Psychology 19. New York: Academic Press, 123–205.
Rogers, Everett M. 1962. Diffusion of Innovations. New York: Free Press of Glencoe.
Rozendaal, Esther; Buijs, Laura; van Reijmersdal, Eva A. 2016. ‘Strengthening Children’s Advertising Defenses: The Effects of Forewarning of Commercial and Manipulative Intent’. – Frontiers in Psychology 7. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4976102/ (12 November 2018).