Entries categorized as ‘Media campaigns’

Why “branding” is important in a campaign

October 17, 2008 · 2 Comments

Branding in a campaign can either be visual or textual. Our communication campaign in Vietnam was dubbed, “Three Reductions, Three Gains” (Ba Giam, Ba Tang, in Vietnamese) which encouraged rice farmers to reduce three agricultural inputs (seed rate, nitrogen fertilizer and pesticides) in order to gain three benefits (high income, better grain quality, high yield). Additional practices were subsequently included in Ba Giam, Ba Tang, particularly, water saving and postharvest which led our partners to change the brand to Five Reductions. However, Vietnam’s Agriculture Minister, Dr. Cao Duc Phat, advised his staff to retain the brand as Three Reductions has demonstrated its impact and it is associated with a bumper crop. Evidently, the memorability of Ba Giam, Ba Tang has carved a niche in the Agriculture Minister’s mind.

Three Reductions, Three Gains poster

Three Reductions, Three Gains poster

In UNDP Brazil’s communication campaign to create nationwide awareness of the Millennium Development Goals (MDGs), a single message was chosen to unite the campaign: “”8 ways to change the world. Yes we can.” The campaign was known by its Portuguese tagline, Nos Podemos. The campaign committee started by visually branding the Nos Podemos campaign. Bold and colorful logos were designed by McCann Erickson, a global advertising firm. They also placed the MDG logos on supermarket bags which was seen by millions of Brazilians.  The MDG logos were designed to ensure easy recognition and convey the issue without using words. A campaign website posted under the Nós Podemos brand, www.nospodemos.org.br, is a portal to materials, ways to get involved and information on the MDGs.

According to the campaign report, the logos which were used constantly “attracted much attention and contributed to a self-perpetuating cycle of expanding publicity and new partnerships.  The campaign received so many requests to use the logos that it made them widely available and translated them into English and Spanish.”

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Categories: Media campaigns
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How to plan an exit strategy for your development project

May 8, 2008 · 4 Comments

When we’re tied up with a successful development project, it is sometimes difficult to let go and allow our partners in the community to take over. Planning a painless exit strategy is a critical task for those of us involved in rural development. I asked my colleagues in the university to think about these questions with a promise to feature their answers on Devcompage:

1) Should we leave a successful project in the hands of our local partners?
2) How long should it take before we leave a development project and let our local partners take over?
2) What would be a fool-proof exit strategy?

My friend, Efren Saz, Director of the Institute of Strategic Research and Development Studies, emailed me his take on these questions. Here it is:

I think these questions ought to provoke many of us who claim to have worked in projects that involve communities.

1. On the first question: Should we leave a successful project in the hands of our partners? My answer to this is, if we could not leave it in their hands, then it is not successful at all. A successful project should be run by our partners be they communities, bureaucracies, universities, organizations, etc. This really brings us to the issue of ownership. Much has been said about this and I subscribe to the truism that for a project to succeed, it should be owned by those who have a stake to its success. If we start a project with this in mind, there is no issue about turning over because the project is theirs from day one.

Our role might be more intense at the beginning but it should not be confused with ownership. The project is owned by “them”–partners and as the days move on we recede from the picture until the project stage finally ends and the project is mainstreamed. This means our roles will have to evolve according to the life of the project until that time when, according to veterans, we become obsolete, meaning they won’t need us anymore. Now for the sake of argument let’s say we did not do the things we ought to do at the outset, there must be a turnover, yes by all means we should turnover the project to our partners. Fears that the project might fail after turning over to the partners is simply anchored on the elitist belief that “we” know better than “them.” Also, this fear is probably a product of a realization that we may have been remiss in “preparing” the “natives” for “self rule.”

A side issue on this is about the partners’ response. The many laments that I heard about this is: Now that there is no more foreign assistance (read: budgets, vehicles, travel, supplies, conferences, honoraria, etc) they’re going to give the project to us. How can we assure the same level of intensity and commitment when we don’t have the same level of resources at our disposal? Well, you just have to leave it to your partners one way or the other. You’re not going to stay in the project forever, they are.

2. How long before we leave? I say there is no fixed time table because the problems and milieu vary. However, projects usually have a life because they are supposed to deal with specific problems. Some take three years, five years or more. I believe the benchmarks that we had set in the beginning ought to tell us if we have achieved our goals and should also tell us whether its time to go.

3. What is a fool-proof exit strategy? I’ll start by asking the question “is there a fool-proof exit strategy? I have read somewhere that one failure of management of any project is failure to end the project whether it is successful or a failure. If it failed, we want to continue until we succeed. If it succeeded, we must continue because “sayang.” I must confess that in my previous and current involvements, we never have yet exited a project in an organized, systematic way.

In one, I remember, the exit was kind of unceremonious because the project was left hanging in the air with the loss of support (financial), the many threats by some quarters (rebels) and the general failure of the many initiatives under the project. I believe we committed the usual mistake of hatching ideas by ourselves
and bringing these to the “people” because it is “good for them.” We thought we knew what was good for them (and they didn’t). It was “our” project which we designed for “them.” From hindsight, we could have prepared ourselves before even thinking of preparing them (social prep). WE could have disabused ourselves first of the idea that we knew better. We could have asked them what they needed and how best could these be met. We could have employed our skills in SWOT, problem tree analysis, the whole RRA/PRA tool box but we thought we knew better.

Going back to the original question, what is a fool-proof exit strategy? I think, the first steps become part of the exit strategy already. When you let them become owners from day one, when methodologies are systematic and clear, when goals are clear and achievable, when lines of authority are clear, when commitments are firm, you will have formulated already your exit strategy. Fool-proof? Maybe maybe not.

Thanks to Efren Saz for this post.

Categories: Development communication · Media campaigns · Scaling up
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Ronny Adhikarya reads Devcompage

May 1, 2008 · 3 Comments

Ronny Adhikarya left a comment in “About” that thrilled me no end. For those of you who are not directly working in the field of development communication, Ronny is my guru. He is the father of strategic extension campaigns and I worship the ground he walks on because he is the expert. He has written these landmark books in media campaigns: Motivating Farmers for Action: How Strategic Multi-Media Campaigns Can Help published by GTZ and Strategic Extension Campaign: A Participatory-Oriented Method of Agricultural Extension published by FAO.

These two books are a must-read for those of us working in communication — mass communication, development communication, agricultural extension, marketing and advertising. They provide some of the theoretical basis for the principles we use to design media campaigns aimed to bring about behavioral change.

I wrote a bit about him in an earlier post on “How to develop a communication strategy”. I hope he won’t mind if I say that when we were at the East-West Center in Honolulu some 35 years ago, he was a young guy who wore jeans and drove a sports car with a rolled up beach mat stashed under the seat. Whenever I walked by his office at Lincoln Hall, he would often engage me in a discussion on population and communication issues, which was the work I used to do before I went to Hawaii. Then, I used to wonder how he could be so obsessed with intellectual stuff when Hanauma Bay was beckoning. But that’s how Ronny was.

Many years later our paths crossed again when Ronny, as senior FAO extension officer, was backstopping the FAO Intercountry Rice Integrated Pest Control Programme coordinated by Peter Kenmore. That one got me into the mainstream of communication campaigns and introduced me to IRRI. For all this, I want to say to Ronny and Peter: Mahalo!

Welcome Ronny to Devcompage. I hope you will post comments to share your insights and clarify some of the issues that are tackled here.

Categories: Development communication · Media campaigns
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