A/HRC/19/64 6. The appropriately regulated and monitored involvement of the private sector and of nongovernmental organisations should be promoted. 7. As large-scale decentralisation and privatisation of social services are now common in European states, the capacity of regional and local authorities to contribute to the strategy‘s implementation should be carefully assessed. 4. Building a culture of respect for the rights of the child The strategy should have as its main objective the qualitative change in the perception of children and childhood, and of violence against children. This objective can only be achieved when all segments of society have become sufficiently aware of the rights of the child and of the harmful impact of violence on children; when organisational cultures and practices have been strengthened in this regard, and bridges built across professions to afford more and better protection to children; when mindsets have been transformed, including through the means of information and communication technologies; when the underlying economic and social conditions associated with violence have been addressed – in other words it is only possible when a genuine culture of respect for the rights of the child has permeated the fabric of society. 4.1. Education and awareness raising 1. It is the state‘s obligation to make information on the rights of the child widely known, by appropriate and active means, to children and adults alike. k This entails in particular: a. incorporating the rights of the child into school curricula and promoting a child rights approach in education at all levels; b. regular and ongoing training on the rights of the child for all those who work with and for children; c. raising awareness, by means of public information and media campaigns, on the rights of the child, including the right to be protected from all forms of violence, the right to respect for human dignity and physical integrity and the right to be heard and taken seriously. 2. A clear and unequivocal intolerance of all forms of violence against children, however mild, should be promoted throughout society. Public attitudes rooted in social and cultural norms and traditions which accept, condone or support violence, including stereotypical gender roles, racial or ethnic discrimination, acceptance of corporal punishment and other harmful traditional practices should be publicly condemned and eliminated. The harmful effects that all forms of violence have on children should be made widely known. An understanding of the state‘s obligations and the individual‘s responsibility to condemn and prevent violence and to assist child victims should be reinforced. 3. Parents‘ and carers‘ knowledge of the rights of the child and of positive parenting practices should be strengthened by all means, including encouraging their enrolment in positive parenting programmes. k Article 42, UNCRC. 77