awareness raising strategy

Awareness Raising Strategy

PREFACE

This document constitutes an example of an awareness raising strategy for a profiling exercise of IDP situations. Awareness raising is a comprehensive activity done prior as well as during the data collection phase.

Awareness raising prior to the data collection is very important particularly in conflict affected areas, where access may depend on negotiation with local authorities or at a minimum on their approval. Depending on the situation, senior staff might be needed for leading the awareness raising missions and ensuring the collaboration by local authorities.

An awareness raising strategy should be drafted at the preparatory phases of the profiling exercise, once the methodology is agreed upon and the objectives and scope of the exercise known. It would often be drafted be the Profiling Coordinator with input from senior partners of the profiling with knowledge of the political context.

The document is only indicative and should be contextualized and adapted to the specific profiling exercise.

Table of ContentsI. CONTEXT AND JUSTIFICATION..................................................................................................................... 2

II. OBJECTIVES AND EXPECTED RESULTS.......................................................................................................... 2

III. STRATEGY................................................................................................................................................... 3

1. Target groups and awareness raising messages..............................................................................................3

2. Awareness raising means and channels..........................................................................................................5

i. The large scale information and communication campaign.......................................................................5

ii. Grass-roots awareness raising....................................................................................................................8

IV. AWARENESS RAISING MATERIAL AND CHANNELS.......................................................................................9

V. AWARENESS RAISING STAKEHOLDERS: ROLES AND RESPONSIBILITIES.......................................................11

VI. DURATION AND TIME FRAME FOR ACTIVITIES...........................................................................................12

VII. BUDGET.................................................................................................................................................... 12

VIII. MONITORING AND EVALUATION.............................................................................................................. 14

IX. ANNEXES...........................................................................................................................................................14

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I. CONTEXT AND JUSTIFICATION

[Insert contextual elements from the profiling project description].

The general objective of this profiling exercise is to produce reliable information about internally displaced persons living in [insert name of country and/or region] in order to find durable solutions to their situation/in order to better direct and plan interventions to support them.

Achieving this important objective requires the meaningful support of both displaced and non-displaced populations, central and local administrative authorities, religious, traditional and military leaders, opinion leaders and NGOs, government authorities and their partners, as well as the media, for the duration of the profiling exercise.

Thus, it is important to undertake a broad awareness raising campaign covering all these target groups following an appropriate awareness raising strategy.

II. OBJECTIVES AND EXPECTED RESULTS

Awareness raising is an activity which cross-cuts the profiling exercise and to be successful, it needs to use all appropriate communication channels: such as radio, television, print media, leaflets, brochures, oral communication, and traditional communication.

General objective:

The overall aim of the awareness raising campaign is to increase public interest and to ensure public cooperation and support to the profiling exercise, which is required in order for it to succeed.

Specific objectives:

Specifically, the awareness raising campaign aims to:

Encourage donors to get involved in the profiling exercise; Gain the co-operation, involvement and support of local administrative authorities and

traditional, political, religious and military leaders; Inform the population sin the areas targeted for profiling activities in order to gain its

support and participation in the profiling exercise.

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Expected results

By the end of the awareness raising campaign, it is expected that:

Donors will be interested in funding the profiling exercise; Administrative, religious, military, and traditional leaders will support the profiling

exercise and will participate in mobilising the population and administratively supporting the work of the enumeration teams on the ground;

The population in the targeted areas will welcome the enumerator teams and will be willing to be interviewed by the enumeration/interviewer teams.

III. STRATEGY

The awareness raising strategy consists of three main steps, namely:

Defining the target groups for the awareness raising;

Formulating the messages for each target group;

And finally deciding upon the most appropriate channels and means for communicating those messages.

1. Target groups and awareness raising messages

The awareness raising targets different government authorities, central and local administrative authorities, religious, traditional and military leaders, opinion leaders, NGOs, civil society, donors and media.

The key messages communicated to each target group are different: e.g. the local authorities and leaders are requested to institutionally support the operations in the field by granting access to the areas, if relevant, and participating in mobilising the populations around the exercise. NGOs and civil society are also asked, when relevant, to support in mobilising local populations and local authorities. The media are similarly asked to participate in mobilising the populations in the relevant areas. Donors are targeted for support, if fundraising has not been completed yet. Finally, the displacement affected populations in the areas covered by the profiling are asked to participate in the exercise.

The awareness raising messages will be adjusted to each target group they are communicated to ensure they have the highest effect. They can draw on some of the following elements:

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what is profiling (and what is it not) why is the exercise being conducted what are the aims of the exercise what is the value of the exercise and the expected results what will the results will be used for what is the profiling process what is the regulatory framework within which the profiling is being conducted what is the institutional framework (who will conduct the profiling exercise) what is the time frame the anonymous nature of the information the exclusively technical nature of the exercise (no political goals) the exhaustiveness of the enumeration and reasons for this the non-exhaustiveness of the household survey and interviews/group discussions (not

everyone will be interviewed and the reasons for this) the fact that those interviewed will be selected at random and that their answers will

enable a general overview of the situations of displacement affected populations those who are interviewed will not receive any special assistance the importance of the participation of each target group in this operation; what can

their particular contribution be in order to make this exercise a success the dates when the enumerators will visit

[Insert here a matrix or overview of all specific key messages per target group. The messages should be clear, short, simple, socially acceptable and adjusted to each target group in order to be effective. They will be produced in one of the country's official languages and/or in a national language used in the region.

Given the many people involved in the awareness raising and the target groups of the awareness raising campaign, it is vital that the messages used are identical in order not to generate any doubt among the population.

Awareness raising messages will be developed during the preparation for the awareness raising campaign in the early phases of the profiling exercise. The identification of target groups and the specification of key message per target group can be done by members of the Profiling Working Group].

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2. Awareness raising means and channels

In order to reach all the different target groups, awareness raising will involve several complementary approaches, both before, during and after the data collection. Each phase of the awareness raising will have somewhat different objectives.

[Two approaches are presented here: a large scale information and communication campaign and a grass-roots awareness raising campaign. Different means are described under each approach. The approaches should be adjusted depending on each context and the messages communicated will need to be adjusted to the different means utilised. The approaches described here are adjusted to large scale profiling exercises].

i. The large scale information and communication campaign

The large scale information and communication campaign affects all stakeholders: various authorities at different levels, the general population and the displaced population in particular. Awareness raising is undertaken to inform about the profiling exercise, address any misconceptions and potential prejudices, which could prevent people from contributing positively to the success of the operation.

Means:

The large scale information campaign will be implemented using the appropriate mass communication methods, in particular:

- National and local audiovisual and print media (those covering the areas where the displacement affected populations live). These media can communicate the messages via radio broadcasts, advertising slots or sketches, inserts, micro-programmes dedicated to the profiling exercise, press conferences, press briefings, and possibly interviews given by the authorities, or the awareness raising staff and leaders of the teams collecting data on the ground;

- Posters and banners placed by awareness raising staff; - Distribution of leaflets in public places; - Messages read out at religious gatherings, organisational premises and political

meetings;- If possible, send text messages through mobile phone companies, when the regions in

question are covered by them.

This will essentially be carried out before data collection, but will continue during the data collection process and, to a lesser extent, after data collection.

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In particular the large scale information campaign will be conducted via following different channels and events throughout the phases of the profiling exercise – before, during and after the data collection in the field:

Before data collection:

1. Launch event: Once the various media elements have been designed, awareness raising will start with a formal event to launch the operation. The main media outlets in the country or region, the main administrative and religious authorities in the country and particularly those in the areas where the profiling exercise will be taking place, representatives of displaced persons, donor representatives, representatives of national and international bodies with an interest in displacement issues, and diplomatic representatives, should be invited to this ceremony. The event will be facilitated by a senior government representative. All speeches given during the event will present the profiling exercise as well as any contributions needed from administrative authorities, religious, military, and political leaders and the population in order for the exercise to succeed. Some awareness raising material will also be distributed [see JET tool ToR for Launch Event].

2. Press conference: The launch will be followed by a press conference held by the leading body of the profiling exercise. A press pack, including messages from national authorities to the population, adverts and sketches to be broadcast, will be distributed to media representatives [see JET tool Press Pack].

3. Media: Awareness raising by the media should be continued at least up to the end of the data collection phase. During this period, the media should broadcast programmes on the profiling exercise, which will ensure that the operation is understood by the population. The degree of the broadness of the awareness raising campaign will take into account the possible sensitivity of the displacement issues; it will be ensure that the wide ranging broadcasting does not put the displacement affected populations at any risk. The messages and the range of the awareness raising will be adjusted accordingly!

4. Awareness raising staff: Awareness raising staff, who have been trained in advance on awareness raising techniques, will:

Hold information meetings with local authorities;

Distribute press packs to local radio stations;

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Participate in radio broadcasts about profiling;

Encourage the organisation of press briefings with local authorities;

Encourage relevant local authorities to broadcast radio programmes about the exercise;

Put up banners and placarding, and/or distribute posters, leaflets and brochures presenting the profiling exercise to the displacement affected and local population.

Visibility: These banners, posters, leaflets and brochures should be placed or posted in areas which are highly frequented by the population in general, and notably by the displacement affected populations, e.g. administrative buildings, religious buildings, markets, schools, bars, chiefdoms, the main entrance to the site, watering points, the main entrance to the village, etc. The messages must be written in one of the official languages of the country and in national languages spoken in the areas in question.

5. Local leaders: Additional awareness raising can be done by religious, political and organisational leaders. Religious leaders can convey the messages during masses, religious meetings and community prayer sessions. Political and organizational leaders can highlight the exercise during their meetings with local members.

During data collection:

1. Continuation of awareness raising: All of the awareness raising activities will continue throughout the profiling exercise by the authorities and media. Advertising slots and sketches about the exercise will be broadcasted and interactive programmes by the media will be presented. Similarly, religious, political and organizational leaders should continue highlighting the profiling exercise. Above all, the focus will be upon the enumerators' time-frame of activities and the importance of the participation of the populations.

2. Information on progress: In addition, administrative authorities, supported by the enumerators, will regularly broadcast messages on how the exercise is progressing, in order to encourage those who may remain sceptical about participating. For this purpose, press briefings can be set up on how the exercise is progressing.

The managers of the enumeration teams (e.g. the supervisors) will take over awareness raising tasks. They will continue to put up posters and banners and to distribute leaflets

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and brochures as required. They may give interviews on how the exercise is progressing to local media, and will help local authorities to prepare and give press briefings. To do so, they will maintain the contacts established by awareness raising staff with local authorities and local media during the awareness raising activities.

After data collection:

Final press briefing: Administrative authorities will give a final press briefing about the evaluation of the data collection exercise and will present future stages of the profiling exercise. During these press briefings, the populations will be thanked for having welcomed the enumerators and for their participation in the exercise. In addition, tt should be clear when and how the profiling results will be communicated to the populations.

ii. Grass-roots awareness raising

Grass-roots awareness raising will target the populations living in the areas where data collection will be conducted. Prior to the launch of the data collection, the grass root awareness will be led by the awareness raising staff [see JET tool Manual for Awareness Raising Staff], by traditional, religious and political leaders and organisations. During data collection, enumerators and local guides will take over from awareness raising staff.

The aim will be to provide the information about the profiling in order to address any worries and reluctance, which people may have. Those involved in awareness raising should be able to explain the whole profiling process and what contribution is expected from the population.

Means:

Meetings to provide information about the profiling exercise, presented by awareness raising staff, local authorities and enumerators.

Visits to each household in the relevant areas, as deemed relevant.

[The best grass-roots awareness raising strategy will be chosen jointly by the awareness raising staff and the local authorities. Below are some suggestions:]

Before data collection:

1. Meetings: Initially contact needs to be made to the site authorities, followed by awareness raising meetings organised jointly by awareness raising staff, local administrative authorities and traditional authorities on the sites or in areas, which are

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highly frequented by displacement affected populations (such as markets, sports events and processions during some events, etc.).

Political representatives, NGOs and other associations involved in managing the site (where these exist), may also be involved during the meetings, via announcements in schools, religious meetings and community prayer sessions.

Meetings should proceed as follows: A word from the traditional or administrative authorities; Presentation by awareness raising staff focusing on the profiling process; Questions and answers

2. Household visits: Door to door visits by site authorities or their representatives, and sometimes by awareness raising staff, will also take place.

During data collection

1. Continuation of awareness raising: Awareness raising activities will continue during data collection and will be undertaken by the enumerators.

2. Team leaders: During this phase, team leaders will take every opportunity possible to inform people about the profiling and communicate the dates upon which the enumerators will visit the sites.

3. Enumerators: Enumerators and any guides accompanying them will also participate in awareness raising in households as they visit them. If necessary, they will present the exercise. However, they will not organise meetings, nor speak in public or to the media.

IV. AWARENESS RAISING MATERIAL AND CHANNELS

Generally, awareness raising will use audiovisual and other material and will use appropriate channels of communication, which are compatible with this material (radio, television, print media, posters, etc.).

- An advertising slot or short TV and radio sketch covering: the objectives of the profiling exercise; the target populations of the profiling (IDPs and host communities); how the enumeration will be conducted; presentation of the enumerator teams;

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the importance of participation by the populations; the anonymity of the information; the random nature by which respondents are selected.

- Radio announcements indicating the objectives of the operation and the expected contribution of the populations will be broadcasted on the sites.

- Posters will be put up in places frequented by the target populations. The posters will be setting out:

the objectives of the profiling exercise; enumeration procedure (aspects related to anonymity and the different data

collection phases); the time-frame for activities and how the population is expected to be involved.

- Banners will be made and hung over the main access routes to the targeted sites.

- Leaflets, brochures and flyers presenting the various aspects of profiling will also be produced and distributed to local authorities and to the public during awareness raising meetings, political or organisational meetings, and on the way out of religious gatherings, and daily prayer sessions.

- A press pack will be developed and made available to to intermediary and local administrative authorities, and to the media. This press pack will serve as a basic document for press conferences and press briefings which will be organised by the authorities.

- Administrative letters from higher administrative authorities (Ministers, governors, prefects, regional administrators, mayors, sub-prefects, community leaders, canton leaders, etc.), to the lower administrative authorities (governors, regional prefects or administrators, mayors, burgomasters, sub-prefects, community leaders, canton leaders, village leaders, site leaders, etc.) presenting the operation and requesting the involvement of authorities, will be produced and distributed. These letters will be distributed in a top-down way: the central level will send them to the regional levels, which will send them on to the sub-regional levels, which will in turn send the messages to the peripheral levels.

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- Interpersonal communication will be used during meetings and local awareness raising. During these meetings, presentations will focus on:

The justification for the enumeration as well as the expected results;

the purpose of the exercise;

the anonymous of the information collated;

the random selection of respondents;

and the absence of any special rewards for the respondents.

V. AWARENESS RAISING STAKEHOLDERS: ROLES AND RESPONSIBILITIES

This awareness raising campaign will mainly be led by awareness-raising staff from the Profiling Working Group; enumerators; the media, national administrative authorities; local administrative authorities; religious, traditional and political authorities; and local organisations.

[The Profiling Working Group should identify all the awareness raising stakeholders during the development of the awareness raising strategy. Other actors on the local level (organisational leaders, leaders of local political parties, local media, and religious leaders) will be identified by awareness raising staff supported by the local authorities during the awareness raising missions].

[Insert here an overview of all awareness raising stakeholders and their roles and responsibilities. An example is provided below:]

Awareness Raising stakeholder Role and responsibilities

Profiling Working Group - Development of strategy (messages, target groups and tools)

- Set up partnership agreements with the media to ensure their complete involvement in the awareness raising.

- Create a press pack and messages to be broadcast during the awareness raising campaign

- Etc.

Awareness Raising staff

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Etc.

VI. DURATION AND TIME FRAME FOR ACTIVITIES

[Insert the duration of the activities, as well as the start and end date. Adjust and specify below example:]

Awareness raising activities will start during the preparatory phase for data collection on the ground and will end after data collection has ended, in particular:

Weeks Activities1 Development of strategy (messages, target groups and tools)2 Approving and copying these tools and establishing partnerships3 Start of awareness raising activities4 Etc.

VII. BUDGET

The budget set aside for awareness raising, given in the table below, amounts to [insert amount]. It is subdivided into eleven expenditure sections:

# Expense Description Cost

1 Mission costs for awareness raising staff

To enhance the awareness raising campaign, XXX awareness raising staff will be hired for a period of a week.

2 Expenses for the Communication Expert

A communication expert will be employed for two to three days to format all the messages and communication materials designed by the Profiling Working Group, if no organisation within the Working Group has a communication unit. He/she will in addition provide input to eth Strategy.

3 Production of sketches and advertising slots

Advertising slots to be developed, which will be broadcast through audio-visual media.

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4 Printing and copying costs for media materials

Printing and copying of brochures, press packs, flyers, messages to the authorities, and the awareness raising staff manual.

5 Training for awareness raising staff

This section includes room rental, purchase of training material and kit for participants, two coffee breaks, a lunch break and travel costs for awareness raising staff during the training.

6 Launch ceremony This covers room rental, a reception, and daily subsistence allowance for authorities coming from within the country.

7 Costs of broadcasting in the media

Daily broadcasting of messages and advertising slots in the audio-visual media.

8 Vehicle hire This includes the hire of XXX vehicles and fuel, which will be used by the awareness raising teams during the awareness raising missions.

9 Costs of institutional support

This includes a charge of XXXX, which will be sent to each local administrative authority for their support in awareness raising activities within their command unit. This may be used to fund their travel or to pay for telephone calls to be made to partners during the awareness raising campaign.

10 Per diem for local guides This is a set amount which will be given to each local guide in return for their contribution to local awareness raising.

11 Communication credits for awareness raising staff

On the grounds, awareness raising staff will make a large number of phone calls to make contact with the authorities, organisational leaders, political representatives, etc. They must also make a daily report to the Working Group about how the awareness raising campaign is going on the ground. The exercise will therefore provide them with communication credits,

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VIII. MONITORING AND EVALUATION

The Profiling Working Group will monitor implementation of this strategy. It will do so through evaluation meetings with the various awareness raising stakeholders, particularly awareness raising staff and data collection staff on the ground, and reports which will be regularly produced by the various stakeholders. At the end of the campaign, the Working Group will produce a general awareness raising report [See Jet Tool: Periodic and Final Report on Awareness Raising].

IX. ANNEXES

- Message for a flyer/leaflet/brochure [See JET tool: Information Leaflet]- Message for poster [See JET tool: Information Poster]- Letter announcing the exercise by the Minister [See JET tool: Information letter to

households]- Message for correspondence from the Minister to the local administrative authorities

[See JET tool: Information letter between authorities]- Press pack [See JET tool: Press pack]- Terms of Reference for awareness raising missions [See JET tool: ToR for awareness

raising staff]- Manual for Awareness raising staff [See JET tool: Manual for awareness raising staff]- Messages for radio announcements [See JET tool: Broadcast messages in profiling areas]

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awareness raising strategy

Documents

appropriate awareness

broad awareness

specific profiling exercise

profiling coordinator

grassroots awareness

local authorities

profiling project description

communication campaign