COMMUNICATING COMMUNICATING EDUCATION REFORM EDUCATION REFORM

WORKSHOPWORKSHOP

TACTICS FOR INCREASING CIVIC TACTICS FOR INCREASING CIVIC ENGAGEMENTENGAGEMENT

Macedonia 2001/2003Macedonia 2001/2003

Prepared by:Prepared by:

Slavica Indzevska and Neda ZdravevaSlavica Indzevska and Neda Zdraveva

Foundation Open Society Institute- MacedoniaFoundation Open Society Institute- Macedonia

Context 2001/conflictContext 2001/conflict

War crisis Authoritarian governance, wide national

coalition Passive and scared citizens, pressure Fractured, disorganized, financially

dependent and passive NGO Sector Biased media Low response of International donors Individual attempts, the issue of personal

responsibility

Activities 2001/conflictActivities 2001/conflict

Appeals for Peace Open telephone line “What frightens

you most?” NGO Conference - June 2001, 110

NGOs Campaign “Enough is Enough” Donors Coordination Learning from Experiences (Serbia

and Slovakia)

PR Agency• Briefings• Endorsement by NGOS

Campaign Specifics • Symbol and logo• Aggressive• Variety of products (TV Spot, newspapers adds, leaflets,

staples, posters, cups, T-shirts, badges, web-site, discussion forums)

• Use of languages Touring

• Dissemination of campaign materials• Local media opportunities

Small grants schemes - local events

Campaign “Enough is Enough”Campaign “Enough is Enough” ElementsElements

Context 2001/post-conflictContext 2001/post-conflict

Framework Agreement (4 parties and International Community)

Constitutional Changes Political parties interest vs. state

interest Low level of information, scared citizens Armed groups Internally Displaced Persons Biased media

Activities 2001/post-conflictActivities 2001/post-conflict

Informing on the Framework Agreement (100.000 copies)

Peace vs. War – It is Up to Us - Small Grants Scheme for local Events ( USAID Grant) – brojka

Campaign “How Much Wealth A Framework Can Contain?”

Forum of Platform for Civic Action Enough is Enough

Projects evaluation and publication of results

PR Agency• Briefings• Endorsement by NGOS

Campaign Specifics • Use of “Enough is Enough” Symbol • Non-aggressive • Variety of products (posters, leaflets) • Use of languages• Local events (campaigns, debates, workshops,

rallies, cultural events) Touring

• Share of experience, evaluation

Campaign “How much … “Campaign “How much … “ ElementsElements

Context 2002/election year Context 2002/election year Unstable political situation Fragile security Failing Economy Changing Election Day Increased interest of donor community Pre-election Context:

• Low turnout predictions• Legislation changes• Aggressive pre-election campaigns • Attacks of national and international NGO

sector (TV, press and public events) – 5th Column

• Split of the Election Monitoring NGO Coalition • Fear of violence during elections • De focused attention to citizens priorities

Activities 2002/Election yearActivities 2002/Election year Ad-hoc Advisory Group Economic Forums Wide coalition of NGOs “The Power Is

Within The People” Motivation and education campaigns Establishment of NGO and Women

Info/Press Centers Small Grants Scheme Election Security Training Courses Project: Citizens Platform for Peace

and Stability

Polling for Peace building – Public Opinion Poll• Experience of Northern Ireland• Partnership with Greek NGOs – Center for

Reconciliation• Citizens stands for political and security

situation and elections Ad-hoc Advisory Group

• Multidisciplinary – opinion makers • Defining campaigns strategies

Economic Forums • Variety of topics• Different expertise• Government participation• Media coverage

Activities Elements and Specifics Activities Elements and Specifics

Wide coalition of NGOs• Variety of organizations• Information sheering• Coordination• Different ethnic background • Gender sensitive • Utilization of resources

Motivation and Education Campaign “The Power is Within the People” • Variety of designs and products (TV spot,

billboards, city-lights, T-Shirts, badges, stickers, postcards)

• Voters rights educational leaflets • Aggressive • Dissemination of products by NGOs• Use of languages

Activities Elements and Specifics Activities Elements and Specifics

Info/Press Centers• Press conferences and press releases • Public debates and meeting point of domestic

and international NGOs and organizations • Production and dissemination of information

(pre-election, election day and post-election) • Gender specific analysis of programs of

political parties • Newspapers Supplement

Small Grants Scheme Small Grants Scheme • Country wide distribution• Innovative educational/motivational methods• Matching funds• Local level partnerships and coordination

Election Security Training Courses Election Security Training Courses • Upon request of Ministry of Interior• Partnership of OSCE, FOSIM and MoI• Involvement of national experts in curriculum

development• Involvement of NGOs in police training• Nation wide coverage/3.500 police officers

Citizens Platform for Peace and Citizens Platform for Peace and Stability Stability • Based on priorities of the citizens (received

from public opinion poll in March 2002)• Comparison and analysis of the programs of

the political parties and the citizens priorities • Decentralization of project activities (regional

forums, groups and coordination)• Use of local experts• Definition of priorities, location of

responsibilities suggesting approach

• Double role of campaignDouble role of campaign - - Information and Information and pressurepressure

PR Agency PR Agency The Power Is Within the PeopleThe Power Is Within the People Logo Logo Aggressive and direct PR Aggressive and direct PR Two target groups – citizens and elected officials Two target groups – citizens and elected officials Variety of products (TV spot, newspapers adds, Variety of products (TV spot, newspapers adds,

billboards, leaflets, posters, cups, umbrellas and billboards, leaflets, posters, cups, umbrellas and bags) bags)

Use of languagesUse of languages

• Monitoring of Government

• Utilization of resources

Summary of TacticsSummary of Tactics Increasing the number of participants De-concentration and coordination of

initiatives and responsibilities Use and share of different experiences Debates on variety of topics Gender and cultural sensitivity Building partnerships Utilization of resources Wider participation/increased level of

ownership Process vs. format Cooperation with professional PR Agencies To be present and to be loud in media and in

public

Lessons LearnedLessons Learned Well defined aims of action and clear

responsibility distribution Parallel activities on local, regional and

national level Wide and active participation of local actors Use of innovative and creative methods for

captivating media and public space Use of relevant information (polling, programs

of political parties, media) Languages Media - partners and opponents Hazard of production of dependents of funds “Political correctness” of donors and inability

for fast release of funds