Colombians for Integrity_Meei Child

COLOMBIANSfor

INTEGRITY

Together we CAN end corruption!

our shared vision• Residents of Chocó region (Colombia)

no longer view corruption as inevitable.

• They can identify different areas of corruption and know what they can do to help stop corruption.

• They also know that they are not powerless and can do something to protect their safety and that of their loved ones.

• They know they can approach the local chapter of COLOMBIANS for INTEGRITY for help to report corruption.

COLOMBIANS for INTEGRITY

No MoreCorruption!

what is happening now?

• According to Transparency International’s 2012 report, Colombia ranks 94 out of 178 countries in terms of corruption.

• Many investors still consider Colombia a risky place to start a business.

• Some citizens have limited access to vital services such as education and health because money for these services end up in the pockets of public officials.

• The local infrastructure is of poor quality and is a safety hazard.

• 56% of Colombians feel that corruption is on the rise.

• Because the Chocó region is one of the poorest regions in Colombia, people living there are especially vulnerable to the impacts of corruption.


where are we headed?

If corruption is not addressed soon, Colombians in the Chocó region will probably continue to suffer from:

• Inadequate or sub-standard public goods such as roads, healthcare and education

• Dwindling foreign investment• A feeling of helplessness among

citizens• Little or no progress for society as a

whole


why is there a difference?

• Weak institutions – existing laws do not provide sufficient oversight.

• Lack of witness protection – witnesses who dare to speak out do not get sufficient protection.

• Lack of education – people do not know what they can do to fight against corruption.

• Lack of transparency – nobody knows how transactions happen, i.e. who paid, how much, to whom, for what.

• Overall acceptance of corruption – people know that corruption exists, but tend to accept it as a fact of life.


what is the root cause?

There has been no concerted effort to educate people in the Chocó region on corruption, and people do not know how they can play a part in ending corruption or where they can get help.


what are our objectives?

• Change the way Colombians in the Chocó region view corruption.

• Inform them about what they can do stop corruption.

• Encourage them to take action, whether it be joining the local chapter of COLOMBIANS for INTEGRITY, reporting a case of corruption, or informing their friends and family on what they can do to stop corruption.


what strategic framework would we use?

Using the ideation framework, our campaign aims to:• Change the way people view corruption

—from something that is inevitable to something that is unacceptable.

• Change the way people think about what they can do about corruption—from being passive victims to active agents of change.

• Educate them on where they can get help, and in so doing, lower their inhibitions to act.


who do we need to reach?

• Clara is a 24-year-old Afro-Colombian with two young children.

• She lives in the west coast region of Colombia, where there is widespread poverty.

• She works part-time to supplement household income.

• She is not highly educated and is marginally literate.

• Her friends and family are, for the most part, also barely literate.

• Her family is poor and she has no Internet or TV access.


what are her concerns?

• Her older child goes to a public school nearby. The school is in disrepair and Clara is worried that the building is unsafe. The school is also in desperate need of qualified teachers, and she is worried that her child will end up being marginally educated like her.

• Her infant child is often sick and in need of medical attention. She depends on the local public clinic, but the clinic is short-staffed, and she often has to wait hours for her infant to see a doctor. There is limited medicine, and she is never quite sure if her infant is going to receive the medicine he needs.


what are her concerns?

• Clara does not really know what she can do to change things. She is afraid of going to the police because she knows they might be in the pockets of corrupt politicians.

• She is afraid of speaking up because she is worried that her actions might endanger the lives of her loved ones.

• She feels helpless and does not even know who she could turn to for help.


what key benefits do we need to convey?

If you take action and join the movement, you will:

• learn how to identify corrupt activities and gain knowledge on how you can help fight corruption

• meet other people who want to stop corruption and work together to fight corruption

• be more confident in your ability to protect yourself and your family from corruption.


what is going to be our media strategy?• our campaign will focus on intensity over reach.• our intended audience has limited education.

We will utilize materials that are light on text and heavy in graphics.

• our intended audience has little or no access to modern communication channels. Any medium used needs to be relatively “low-tech.”

• asking people to change their mental models on something like corruption will be a long process. We will carry out a continuous campaign with scheduled “spurts” of more intensive activities a couple of months before the upcoming national elections in 2014 and the departmental election in 2015.

• we will also use community events to facilitate people to make connections amongst themselves and build up their own grassroots movements.


what is our media mix?


• mass media—community murals• mass media—flyers• mass media—radio spots• community activities—mural

painting projects• community activities—flyer or

mural design competitions in schools, universities or neighborhoods

• community activities—joint events with other relevant nonprofits (local, national or international)

material: murals

• Since campaign materials will be light on text and heavy in graphics, large outdoor media can extremely effective.

• However, the Chocó region’s high humidity makes murals a better alternative to billboards.

• Murals may depict the results of corruption. They should also direct people to places where they can seek help.

• Local well-known artists may be enlisted for their help in painting these murals.


Corruption hurts everyone. You can help stop it. COLOMBIANS for INTEGRITY Call (1) 315 0811.

material: flyers


• flyers that are light on text but heavy in graphics can be an extremely useful medium for people who are not very literate.

• they should contain vivid images of the tangible results of corruption, for instance, a dilapidated school, decrepit clinic or broken infrastructure.

• they will contain a simple call to action and provide basic contact information.

• they will utilize the same color scheme, font, etc.

sample materials: flyer #1


Corruption hurts children. You can help stop it. COLOMBIANS for INTEGRITY Call (1) 315 0811.



Corruption hurts the sick. You can help stop it. COLOMBIANS for INTEGRITY Call (1) 315 0811.



Corruption hurts families. You can help stop it. COLOMBIANS for INTEGRITY Call (1) 315 0811.

material: radio spots


• radio program featuring a series of interviews with real victims of corruption, family members of victims, celebrities discussing their work to fight corruption, law enforcement agents, or policy makers, etc. can really appeal to the emotions of our intended audience and move them to action.

• Short radio ads that parallel messages on flyers and murals would be a great way to reinforce the campaign message.

how do we know if we are on track?

effort — quantity:• number of radio spots aired• number of murals painted• number of pamphlets/brochures handed out• number of celebrity figures contacted to appear

on radio spots or other events• number of local artists contacted for mural

projects• number of schools or universities approached to

sponsor mural or pamphlet design competitions• number of nonprofits contacted to co-sponsor

events


how do we know if we are on track?effort — quality• percentage of recall for radio spots or flyers• number of people who shared flyers with neighbors,

friends or family• number of mural projects initiated and completed• number of people who have talked to neighbors, friends

and family about corruption and where they can seek help

• number of celebrity figures who have responded to request for help

• number of schools and universities responding to calls to sponsor mural or flyer projects

• number of nonprofits responding to cosponsor community events

• number of people participating in mural or flyer projects• number of people attending events cosponsored by

nonprofits contacted


how do we know if we are on track?

effect• Increase in knowledge of how corruption is harmful,

where to report corruption and how to get support • Increase in number of people reporting corruption

incidents• Increase in number of people joining the local

chapter of COLOMBIANS for INTEGRITY• Increase in interest on tackling corruption (this

could be people in general, thought leaders or celebrity figures)

• Increase in people’s willingness to talk about corruption

• Growing grassroots movements to address corruption in the community


what will guide our actions?

• commitment to our shared vision• nurturing an organizational climate

characterized by trust and teamwork

• commitment to a culture of excellence

• giving the team the room to make mistakes and learn from them

• belief that people can make a difference


lessons learnedeverything begins with a shared visionSolving big problems demands dedication. Being inspired by the same shared vision makes dedication and sacrifice possible.

magic happens when we operate in the realm of “beyond imagination”Colombia without corruption seems like a fantasy, but that can change if we have a dream … and a plan … and take action!

think big, start small, act nowDon’t limit your vision, but take small steps to get there because big battles are won by small victories. Don’t wait for someone else to act. Be the change you want to see.

believe you can make a difference and you willIf you stay true to your belief, you will keep doing the “right thing.”


Meei ChildStrategic Communication Program Management

Johns Hopkins UniversitySummer 2013

Thank you!


Colombians for Integrity_Meei Child

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