IADB Development Communication Programme
Author
Elena Suarez
Jose Luis Lobera
Publication Date
July 1, 2003
Summary
Awareness Campaigns
Support to Operations
Television Production
Awareness Campaigns
- Sensitise key audiences on development issues and policies
- Promote social and behavioral change
- Establish partnerships and strategic alliances
Campaigns Involve
- Research and Evaluation
- Production and Dissemination of Communication Materials
- Mass and Local Media Partnerships
- Social and Community Mobilisation
- Advocacy and Networking Initiatives
Campaign Impact
1. New Group Linkages/Partnerships
- The Bank's catalytic role: Mobilisation of different sectors
- New coalitions formed and existing networks strengthened
- Alliances of at least 15 government and non-government organisations per country
Country Highlights
- Bolivia: Creation of Inter-Agency National Network on Children and Adolescents
- Jamaica: McDonald's becomes official sponsor: venue for debates, info.
- El Salvador: A 16 organisation platform (local gov'ts, police, NGOs) revise National Code on Children and Adolescence
Launch in Peru
Press Conference in Costa Rica
2. Expansion of Public Debate
- Public debates with different sectors
- 20 national televised debates
- Alliances/Coalitions organized 250 public discussions in 50 different cities
Country Highlights
- El Salvador: 15 video dialogues involving 4,000 people in 14 municipalities
- Bolivia: Children move up in the political agenda with public debate involving 7 out of 9 vice-presidential candidates
Debate in Mexico
Video Dialogue in Honduras
3. Increased Resonance of the Issue
- Approximately 30 media outlets per country covered the campaign
- 300 newspapers articles and broad Radio and TV coverage (all air time on a pro-bono basis)
Country Highlights
- Mexico: campaign coverage in all major TV channels, TV spot aired over 30,00 times, video documentary broadcast 416 times (on air value estimated at $7,000,000)
- Colombia: 30 articles/op-eds published in El Tiempo and local subsidiaries
- Costa Rica: campaign stickers in taxi stickers, electricity bills; posters in buses, hospitals, universities
In the Press
La Revista, Diario La República. Perú
El Diario de Hoy, El Salvador
On the Street
Posters, Stickers, Billboards
4. Local Policy Changes/Other Actions
- Costa Rica, Honduras, El Salvador, Guatemala develop diagnostic studies and action plans to address issue
- Colombia: New local childhood policies in 50 municipalities
- El Salvador: Eliminates the term "street kid" from its National Code on Children and Adolescence (substituted for children away from their families)
New Policies in Colombia
Diagnostic Study in Costa Rica
Television Production - IDBAmérica TV
- Informs and educates TV viewers about social, economic and environmental issues in LAC
- Motivates the audience to get involved and promote social change
- Helps advance the Bank's work
Click here to download a PDF version of this document.
For more informatino, please contact
Elena Suarez
elenas@iadb.org
OR
Jose Luis Lobera
joseluisl@iadb.org
Placed on the Communication Initiative site August 14 2003
Last Updated June 15 2009
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