Colombians for Integrity_Meei Child

COLOMBIANS
for
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
More
Corruption!

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.

Corruption hurts the sick. You can help stop it.

Corruption hurts families. You can help stop it.

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

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

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 learned
everything begins with a shared vision
Solving 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 now
Don’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 will
If you stay true to your belief, you will keep doing the “right
thing.”

Meei Child
Strategic Communication Program Management
Johns Hopkins University
Summer 2013
Thank you!

Colombians for Integrity_Meei Child

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