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ANTI CORRUPTION COMMISSION SIERRA LEONE

“PAY NO BRIBE”

COMMUNICATIONS STRATEGY

2017


CONTENTS PAGE

INTRODUCTION 3

COMMUNICATION OBJECTIVES 4

IMPLEMENTATION ROLES AND RESPONSIBILITIES 4

TARGET AUDIENCES 6

REACHING TARGET AUDIENCES 6

STRATEGIC MESSAGES 7

WHAT WILL SUCCESS LOOK LIKE? 8

COMMUNICATION TECHNIQUES TO BE EMPLOYED 9

SUPPORTING PNB DELIVERY THROUGH TRAINING1 11

MONITORING AND EVALUATION OF THE COMMUNICATIONS STRATEGY 12

Annex One: The ACC Communications Operational plan 13

Annex TWO: PNB COMMUNICATIONS MESSAGES 20

Annex Three: MESSAGE OF THE MONTH 21

Annex Four – Evaluation of the communications strategy 23

Annex five – the pnb logframe 24

Tables Table 1 Strategy Implementation Activities ................................................................................................. 5 Table 2: Engaging Different Target Groups .................................................................................................. 6


INTRODUCTION

Corruption is an insidious plague that has a wide range of corrosive effects on societies. It undermines democracy and the rule of law, leads to violations of human rights, distorts markets, erodes the quality of life and allows organized crime, terrorism and other threats to human security to flourish. (UNITED NATIONS CONVENTION AGAINST CORRUPTION) Corruption in Sierra Leone is a significant impediment to the government’s ability to meet the needs of its citizens and develop the economy. It permeates almost every sector of Sierra Leone’s public services, compromising citizens’ access to basic public services and institutions such as health, education and police. Bribery occurs at numerous levels and for many reasons. Conditions that contribute to its prevalence include economic factors, particularly poverty; social factors, such as cultural practices; political entitlement by bureaucrats and politicians; and administrative inefficiencies. A culture of bribery is often perpetuated by citizens believing that they cannot get anything done without paying. For poor people particularly, bribery can represent a significant drain on their budgets, particularly when regular health and/or education services are needed. As a general rule, higher bribes are paid in more remote areas. The Anti Corruption Commission, which was established in 2000, has committed to a proactive and strategic approach to preventing corruption and strengthening public trust in its work. It takes a three-pronged approach to the fight against corruption – prevention, education and prosecution. The PNB programme, launched in February 2014, is designed to collect real time evidence on bribery and corruption in five key service sectors, Education, Health, Police, Electricity, Water and sanitation to support the work of the ACC. The number of hub districts was expanded to include Kono specifically in October 2017 and all non-hub districts more generally. Justice is included as a sixth sector from 2018.

In keeping with the government’s commitment to tackle petty corruption and bribery in key service areas, the ACC shares PNB data on corruption trends with relevant MDAs on a quarterly basis. The MDAs are expected to use the information to address corruption at source through administrative or systems reforms. Information on the PNB data and the MDA responses is published on the PNB website and communicated to citizens through a range of media. Key components of the PNB programme are an anonymous mechanism for citizens to report incidents of bribery in pilot MDAs through:

a toll-free hotline phone number (dial 515)

a mobile app that can be downloaded and used without data charge

the PNB website www.pnb.gov.sl

Communications work underpins the activities of the Pay No Bribe programme1, and is aimed at tackling public sector bribery in Sierra Leone. A robust communications component will provide the tools and techniques to maximise dissemination of PNB messages to all population groups, to build public confidence in the ACC, and to strengthen sustainability of the concepts. An earlier ACC communications strategy was produced in 2016 and reviewed towards the end of 2017. The current strategy is the result of the review process: it will be implemented during 2018 and

1 PNB is a £4.7 million programme funded by UKAID

http://www.pnb.gov.sl/


reviewed towards the end of the year, in order to provide updated and robust recommendations for ACC Communications work in 2019 and beyond.

COMMUNICATION OBJECTIVES

The main objective for the Communications Strategy is to contribute to the achievement of the PNB logframe goal and outcome indicators to reduce bribery and corruption in Sierra Leone. Through PNB, effective and targeted communications will support the important changes in behaviour necessary to achieving reductions in bribery and corruption.

Implementation of the PNB Communications Strategy will focus around two strategic objectives: i) Develop effective public education and information (principally targeted at citizens, users and

potential users of services) and

ii) Strengthen MDA information and responsiveness (principally targeted at MDA officials, managers and service delivery agents)

The contributions of the strategic objectives to the logframe and Theory of Change are as follows:

1. Develop effective public education and information in order to:

strengthen citizens’ awareness of petty corruption and bribery and of the ways in which corruption affects their lives;

enable citizens to understand the PNB programme and how report bribery/demands for bribery when they occur;

encourage confidence in the PNB system and process, including in anonymity of reporting;

build the confidence of citizens to act together and to refuse to pay bribes

encourage citizens to believe that their actions will help to reduce bribery;

build citizens demands for service delivery officials to change behaviour

2. Strengthen MDA information and responsiveness in order to:

ensure that MDAs are in possession of relevant information to enable them to develop approaches to address corruption and bribery;

support MDAs in acting on citizens’ reports

encourage MDAs to influence behaviour of public service delivery officials at local and national levels

enable MDAs to improve communication with citizens and share public service charters for services where they have been finalised

enable MDAs to be perceived as more transparent and more accountable to citizens

IMPLEMENTATION ROLES AND RESPONSIBILITIES

The strategy will be implemented through the close collaboration and complementary activities of a number of Sierra Leonean institutions who will work in concert to deliver the objectives. Principal roles will be covered by the three main groups of actors: i) ACC Officials; ii) PNB CSOs; and iii) Broadcasters and media associates. Broadcasters and media associates will work closely with CSOs and ACC. The table below indicates the main areas of activity associated with the strategic objectives.


Table 1 Strategy Implementation Activities

Detailed

objectives

ACC Actions CSO Actions Broadcasters and

Media Associates

Actions

Develop effective

public education

and information

Develop relevant,

quality broadcast

content/IEC materials/

social media content for

outreach to both

literate and non-literate

audiences in Krio,

Temne and Mende

With CSOs develop and

deliver key PNB

messages

Train Public Education

Officials to understand

the importance of

dynamic outreach

techniques with media

and other methodologies

(e.g. drama, theatre

etc.)

Use monitoring

techniques that capture

results of

communication

initiatives

Deliver relevant outreach

products in local languages

to convey PNB messages to

a wider range of citizens in

both hub and non-hub

districts.

With ACC, develop and

deliver key PNB messages

Collect success stories and

other narratives that

demonstrate how PNB is

working to change behaviour

of service delivery officials

and/or influencing MDA

responses.

Use monitoring techniques

that capture unusual

methodologies such as

cartoons, soap operas etc.

Share lessons learned

(positive and negative) with

other CSOs and the ACC

through quarterly sharing

meetings.

Broadcast

information in a

range of

formats to help

citizens become

more aware of

bribery in

general and PNB

in particular

Keep bribery

and corruption

in the public

eye by

reporting on

PNB stories and

following up on

small and large

cases

Strengthen MDA

information and

responsiveness

Engage with MDAs at

district level in specific

initiatives to improve

accountability and

transparency

Enable MDAs to

improve communication

and sharing of public

service charters (where

developed)

Support MDAs/IMCs in

following up on specific

and general responses to

Monitor individual facilities

at district level and share

reports of bribe paying

Engage responsive officials

at district level to help

reduce bribery in particular

facilities

Lobby officials and/or

facilities where appropriate

to raise awareness of PNB

Where useful, existing MDA

Service Charters will be

simplified and provided with

Publicise stories

targeted at

MDAs to

demand

accountability;

Invite service

delivery officials

to respond to

criticism

through radio or

print.;

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bribery reports an FAQ section which

provides answers on how to

procure various government

services.

TARGET AUDIENCES

Target beneficiary communities are included in the work plans of both ACC and CSOs at district and national levels, and a ‘hub and spoke’ approach is being employed to reach all districts nationally (i.e. beyond Kono and the four hub districts of the pilot phase). The primary target audiences for the PNB are:

Immediate users of the PNB system – i.e. the men, women and youth in the five target areas of Bo Kenema, Bombali, Kono, Western Urban urban and rural and Kono.

Citizens working with other anti-corruption programmes (e.g. SABI, and also the Social Safety Net programme SSN).

Service delivery officials in the following agencies: Health, Education, Sierra Leone Police (SLP), Justice Sector, EDSA (electricity), SALWACO (water in districts) and Guma Water (water in Freetown)

Officials within the target public sectors, especially the top-level MDA managers and civil servants within Health, Education, SLP, EDSA (electricity), SALWACO (water in districts) and Guma Water (water in Freetown)

Politicians, Paramount Chiefs and traditional rulers, leaders and decision makers in pilot areas

Citizens/users of services in non-target districts of Sierra Leone

Local government and politicians, traditional rulers, and decision makers in non-targeted districts.

The secondary target audiences for PNB are:

Future users of the PNB system

Public sector officials in MDAs other than PNB programme sectors

REACHING TARGET AUDIENCES

The Communications Strategy recognises the importance of identifying different audiences and how the audiences are most likely to receive and absorb different types of information. There are a variety of communication channels that the PNB programme will use to multiply and reinforce key messages, and to maximise outreach to different target audiences. Evidence drawn from similar programmes highlights the effectiveness of combining media work with public outreach in order to engage rural and illiterate audiences in particular2, and of not relying on single interventions3 to achieve sustainable behavioural outcomes. The following broad approaches have thus been identified. Table 2: Engaging Different Target Groups4

2 Andrew Skuse, Diane Rodger, Gerry Power, Domenic Friguglietti Mbus, Tait Brimacombe (2013), 'Communications for Development Interventions in Fragile States: A Systematic Review' 3 Haider, Huma; McLoughlin, Claire; Scott, Zoe, (2011), 'Topic Guide on Communication and Governance', GSDRC 4 For details and costings for the activities in the table, see the Communications Operations Plan in Annex 1

https://www.adelaide.edu.au/accru/projects/c4dfragilestates/SR566final.pdf

http://siteresources.worldbank.org/EXTGOVACC/Resources/CommunicationGovernanceTGedition2.pdf


Target group How to reach them

Pregnant and lactating mothers,

U5s

Visit PHUs/MCHs/DHMT

Bold posters/IEC materials

ACC/CSOs animators go to health centres to raise awareness

Radio, town hall meetings, trade fairs

School children Comic posters

Kids and teen shows/programs

Debate, Drama & Quizzes (DDQ)

Sustained engagement

Okada riders Stickers

Engage/dialogue meetings with the union executives

Road shows

Pop music

WhatsApp/social media

Animators to engage bike parks

Use riders as secondary messengers

Drivers Lorry parks

Same as okada riders

University students Public lectures

Strengthen Accountability Now Clubs as peer educators

WhatsApp, Facebook

Embedded PNB sensitization into public functions/events – eg. during orientation

Posters on campus

Chiefdom structures – WDC,

VDC, FMCs, etc

Set up chiefdom network structures

Animators to engage with these structures in FGD, training

Religious leaders Promote dialogue with them to integrate PNB into Sunday sermons, Friday

prayers and religious broadcasting

Strengthen endorsement and participation in PNB activities

Develop appropriate PNB messages quoting Bible, Q’ran

Market women/traders’ union Engage the union

Use comedians in market places

Use Drama/Radio that women listen to

Non-PNB CSOs Invite to attend meetings e.g. existing quarterly coordination meetings

Radio

Joint advocacy/sensitisation activities

MDAs/other service providers Encourage public endorsement of the PNB

Sign integrity pacts

Unemployed youths Engage at the lorry park, attire base, poyo bars, ghettos, trade fairs, car wash,

music, WhatsApp, football games, cinema halls

Hairdressers/ barbers Animators to engage at salons/workplaces

General population Persuade national celebrities – footballers, musicians, etc. to endorse PNB

Radio, press etc. relevant to population segment and sector

STRATEGIC MESSAGES

For the communications strategy to be successful, reporting corruption through PNB must perceived as easy, safe and free. All communications will make clear that “Reporting corruption in the public services through PNB is anonymous, will not result in the caller being identified and does not cost anything.” This is critical to building trust in the ACC and maximising the number of PNB reports received. Messages are being developed around the following themes

PNB demonstrates that corruption is taken seriously – and that the Government is taking action to tackle corruption in the public sector


By using PNB to work together, the ACC, the public sector and Sierra Leone’s citizens have the power to reduce corruption in the public sector

Corruption disproportionately affects the poorest and most vulnerable in society. Short, easy-to-communicate messages are to be used, differentiated by sector and audience. These have been developed and are detailed in Annex 2. ACC will also employ a ‘message of the month’ strategy, where each month a new Pay No Bribe message will be developed, based on current events in the sectors, or issues that have emerged through the PNB reporting platform. Information on this is contained in Annex 3. Success stories and concrete actions deriving from PNB will be collected during visits and proactively publicised and shared to demonstrate progress. This will be done using various mechanisms, including social media (where appropriate); print media; radio shows; and/or fed into the story-lines of radio drama or theatre performances. Stories will be shared at the quarterly sharing meetings in order that CSOs can provide information to animators who can then feed useful examples back to citizens during ongoing outreach work. Communications and messages are to be applied flexibly in order that feedback and lessons learned are used to adapt delivery where necessary. This will largely occur through outreach in the following ways:

PEOs will work with CSOs to canvas citizens’ concerns during regular (monthly?) visits to target communities.

Citizens’ views will be recorded during regular PNB meetings (focus group discussions, town hall meetings, accountability meetings, etc.) and where relevant used to modify messages if necessary

Where useful, PEOs and CSOs will follow up on particular points expressed by citizens and hold individual interviews to elicit whether or not people read/listen to/understand PNB messages, and the extent to which some messages and/or formats are considered more useful than others. Emerging findings will be recorded and used to modify messages or other communications strategy content to ensure continuing relevance.

The Communications Operations Plan details how end-users - villagers, ordinary citizens receiving public services (going to school, taking exams, giving birth, taking children for vaccinations, etc) – are affected by corruption. Messages and campaigns will focus on these daily life events to help citizens understand that there is no need to pay bribes for services that are supposed to be free.

WHAT WILL SUCCESS LOOK LIKE?

Successful implementation of the Communications strategy will deliver key contributions to PNB logframe indicators as detailed below. 1. For the Citizens of Sierra Leone

Bribery and corruption reduce in Sierra Leone (Goal indicators)

People believe that their active participation in the fight for better service delivery will make a difference in fighting corruption (Outcome indicator 3).

Public pressure impacts on service delivery agents and requests for bribes and bribe payments reduce (Outcome indicator 2, ToC assumption).

2. For the ACC


Improvement of the ACC’s reputation as a provider of high quality educational content that convinces the audience to combat corruption (Impact indicators 3 and 4).

The ACC is perceived as an institution that has strengths in combatting high value corruption cases (Outcome indicator 2c)

Improvement of the ACC’s reputation in relation to interfacing with MDAs to reduce petty corruption (Outcome indicator 2a+b).

3. For the MDAs

Integrity Management Committees (IMCs) functioning and identifying cases (Outcome indicator 2c)

Increased MDA willingness to engage with the ACC on PNB reporting (Outcome indicator 2a+b)

Improvements in the behaviour of service delivery officials (Goal indicator 1, Outcome indicator 2a+b)

Strengthened MDA management of funding and service delivery (Goal indicator 1)

Strengthened MDA accountability to the GoSL and Sierra Leonean citizens (all Goal indicators)

4. For the CSOs

Improvement in participatory outreach to convince community members to act (Output indicator 2.4).

Increased and improved links between radio professionals and the CSOs’ work results in more rural voices on the radio speaking about corruption and the impact it has on their lives (Output indicator 4.2).

5. For Media and Broadcast Professionals

Balanced reporting and responsible follow up by media, including investigative journalism and unbiased research to deliver quality products (Outcome indicator 1)

Dynamic production techniques to include rural voice and opinions and dramatised formats for creative radio production (Output indicator 4.2)

Journalists embedded in the CSOs developing and tracking news stories on corruption.

COMMUNICATION TECHNIQUES TO BE EMPLOYED

An ACC priority for the communications strategy is nationwide coverage, and a variety of communications techniques will be used to meet this aim. These are designed to reach the targeted PNB audiences and are presented briefly below.5 For wide coverage and sustainability, citizens must be encouraged to phone the free 515 number or use the mobile app independently. This message will be woven into all communication techniques. The strategy incorporates use of social media, which is becoming increasingly important, especially for younger groups. 1. IEC Materials Engaging and informative Information, Education, and Communication (IEC) Materials, will support the dissemination of PNB messages to wider audiences. IEC materials will be produced in Krio, Mende and Temne, and made will be made available in formats that can be understood by non-literate and literate audiences. The Communication Operations Plan (Annex 1) details the range of IEC materials that will be produced for different audiences. These comprise:

5 and outlined in more detail in the Communications Operations Plan


Banners (using cartoons where relevant);

Billboards (also using cartoons, relevant for different sectors)

Cartoons (for the press and other written formats)

Wristbands

Posters and stickers Some IEC materials cover PNB in general and some are specific to different sectors. IEC materials will be produced in quantities sufficient to cover the needs of outreach activities, the types of audiences targeted and the messages being used.

Additional IEC materials will be created in short informational CDs, distributed to a network of locations/local cinemas broadcasting Premier League football in Freetown and the Districts. Football is extremely popular in Sierra Leone and widely acknowledged as an effective way of reaching men. Distribution networks could be set up with partners, and ACC has indicated that their staff could also help in the distribution of the CDs. 2. Radio Content Strategically, radio is the most important element of the communications strategy as it has the greatest potential for maximising reach and sustainability. Radio has the largest network of any communications medium and is listened to by a range of population groups, including women, bike riders and people living in rural areas6. In all, eight out of 10 (81%) Sierra Leoneans have access to radio, and 47% listen to it daily. Radio listenership is fractured, however, with no single station able to reach a national audience. Around 50 radio stations are currently broadcasting, with many of these having limited, local broadcast reach. Different stations are popular in different parts of the country.

In order to reach different audiences through radio, therefore, PNB will work with a number of broadcast partners and use diversified formats to achieve nationwide coverage. The Communications Operations Plan (Annex 1) describes a diverse and lively range of radio formats, including jingles, a PNB theme tune, 90-second public service, announcements, soap operas and panel discussions. In particular, radio discussions will be kept short, and will include a PNB theme tune, vox pops, jingles, and opinion leader endorsements to keep listeners’ attention. Existing radio and other opportunities will also be used for PNB messages, where relevant. This includes:

i) adding a PNB character to Atunda Ayenda (produced by Talking Drum Studios), a popular and long-running radio soap opera, with an established audience. Atunda Ayenda is a fifteen-minute radio drama focussing on governance, accountability, social service, education, civic rights and responsibilities and contemporary issues.

ii) Weaving social messages such as PNB anti-corruption messages, into story lines which are then performed in communities or districts by artists in Freetown Players. A series of 3 radio dramas will be produced by Talking Drums with Freetown players for monthly airing in early 2018

iii) Story telling: ACC are working with Cowfoot Prince (a well-known Sierra Leonean storyteller) to develop seven stories around PNB themes to be broadcast through radio

Further opportunities will be sought by the ACC with other communication programmes and content producers on the ground during 2018. Two approaches are used to encourage radio stations to take an interest in PNB:

i) One radio journalist per district is attached to the CSO facilitating the programme in that district. The journalists receive a stipend and attend outreach meetings and other sessions. When they come across something interesting they record it and air. They also include PNB messaging in their own radio programmes.

6 BBC Media Action 2015


ii) 15 journalists will be trained in investigative journalism training for radio and print media. Once trained, their productivity will be monitored to ensure improved quality journalism on bribery and corruption issues. Potential stories identified by ACC and CSO PNB staff will be shared with the journalists for them to investigate

3. TV Content PNB information will be shared through TV programmes in Freetown with onward transmission to Bo and Makeni. More information would be helpful.

4. Online and Social Media Presence and Profile Social media will be used internally to ensure sharing of information within PNB; and externally to disseminate PNB information with different stakeholder groups.

a) Internally, each CSO/district has a WhatsApp group comprising Animators, Coordinator, ACC Regional staff and Coffey CSO Coordinator; daily updates and information are shared on this forum including challenges Animators face in their daily work.

b) Internally, a second WhatsApp group comprises all CSO Coordinators, ACC and Coffey Team to share monthly messages, stories, instructions on data usage, apps, kobo tools and responses to challenges encountered by CSOs during implementation.

c) Internally, there is also a general PNB Sierra Leone WhatsApp group comprising ACC Regional and HQ staff, Coffey and all CSOs.

d) Externally, messages are shared by animators with relevant WhatsApp groups to which they belong.

e) Externally, ACC has (or is developing) pages on Facebook, Dropbox, YouTube and Sound Cloud for posting and sharing PNB messages, events and news.

5. Outreach work for Community engagement A key component of the Communications work is the engagement of communities, individuals and groups by PNB animators, CSOs and ACC PEOs. Animators are employed by PNB CSOs in each hub district. Outreach activities are used to introduce audiences to PNB; to reinforce PNB messages that people may have already received; to demonstrate use of the 515 phone call and mobile app; and to answer individual queries. In addition to ongoing community outreach, approaches will also include community theatre, accountability forums, town hall meetings, road shows and participatory theatre plus hub and spokes outreach to a further 5 districts during 2017 and 8 districts during 2018. 6. Print Media For literate, largely urban-dwelling citizens, responsible print media will be used to convey information about PNB and corruption. Content will comprise features, op-eds, and news articles to encourage citizens to engage in a more in-depth debate around corruption, its causes and its reasons. Articles will be written in house using content from a range of sources including the media resource persons embedded in the CSOs. Sector-specific cartoons will be used with the articles or independently where relevant and also through social media sites. Sector specific posters will be developed from some cartoons for posting at relevant facilities.

SUPPORTING PNB DELIVERY THROUGH TRAINING


It is important to ensure that PNB personnel in ACC and the CSOs have the skills they need to carry out techniques and reporting. In October/November 2017, retraining was offered for all ACC PEOs and CSO Animators on a wide range of topics including messaging and story gathering, animation skills and communication techniques, understanding the service charters and a general overview of the PNB Campaign. Training will be required by ACC staff in order to enable them to implement the strategy. This will include the following areas: Add training needed to implement this Strategy

Support to development of audio visual work by ACC and using equipment

Ongoing occasional support to the ACC Communications team to follow up on work by the previous consultant (up to ±15 days until December 2018)

Support to training of Sierra Leonean journalists in investigative techniques

MONITORING AND EVALUATION OF THE COMMUNICATIONS STRATEGY

The implementation of the communications strategy and overall contributions to the logframe will be monitored on a weekly and monthly basis by the ACC’s M&E Unit, using indicators agreed with Coffey and the CSOs. Feedback on the utility of different approaches will be obtained during regular meetings and community visits. Information is shared and reviewed at monthly partner meetings between the ACC and Coffey, and quarterly between the same partners and the CSOs. This is critical to ensuring that the communication strategy is regularly updated as a result of the information received.


ANNEX ONE: THE ACC COMMUNICATIONS OPERATIONAL PLAN

PAY NO BRIBE (PNB) NOVEMBER 2017 - MARCH 2018

COMMUNICATIONS

The PNB Communications Operational Plan is designed to serve as the road map that guides and directs outreach and communications on the PNB that

will support increased reporting from members of the public; particularly on the use of the 515 reporting channel. The operations plan outlines content,

message, media, audience. The activities will target audiences in and outside the project locations/districts.

FUNDING SOURCE: UK AID/DFID

Objectives:

1. to encourage citizens to report bribery via the PNB platform

2. to keep them informed on feedback on actions taken by MDAs to resolve petty corruption, and the benefits of such actions.

The PNB communications plan captures a combination of traditional, dynamic public education techniques and inclusive media outreach

activities. It includes a mix of informative Information Education and Communication (IEC) materials as well as interactive media productions

like forum/participatory theatre, interactive radio magazine content, television spots, radio drama/soap operas, vox pops, community meetings,

newspaper publications and the use of the social media. ACC Public Education staff in Freetown and the Regions will work with the CSOs

through the communications approaches to foster citizens’ support, confidence and trust in the campaign.

Target audiences & areas of concern:

% of reports of

bribery

Most likely to pay a

bribe

Experiences of bribery

Police force

41% Men Traffic related bribes

Health 29% Women Antenatal care, child birth and under-five health


Education

19% Boys & Girls Admissions, exam results

Electricity

4% Men New connections, reconnections and illegal connections

Water & Sanitation

2% Women New connections, reconnections and illegal connections

PNB THEME TUNE

Objectives: To communicate PNB process and concept in an easily accessible and memorable form, that consumers will associate with the PNB

campaign

Music brings value to a brand in three ways: identity, engagement, currency. It helps the audience establish an emotional connection with a

brand, increases brand recognition, creates excitement and buzz, and can provide the audience with valuable information to discover and share.

A theme tune attracts attention and can add value, interest and variety to other A/V communications products such as the radio shows, PSAs,

radio drama, etc

Target audience: All

Distribution & frequency

Played daily on the radio stations nationally for three months

Social media: WhatsApp, FB, SoundCloud, Website

Used to brand PSAs, radio & TV discussions and radio drama programmes

Cost

Production: Le 3,500,000 Total: Le 10,500,000

Airtime: Le 7,000,000

BROADCAST


90 Second Radio Public Service Announcements/Jingles:

Objectives: To communicate key facts about the purpose and use of the PNB reporting platform to target audiences.

Format & content:

Water: New connection, illegal connections

EDSA: Connections, meter replacements, illegal connections

Health: Free healthcare for under 5s, pregnant women or lactating mothers

Education: Generic, admissions, exam results

SLP: Traffic, bail

Generic

All to include ACC, PNB, details of reporting channels & effects of bribery on livelihoods, public services. All to use theme song

Formats: drama, monologue, Q&A, dialogue

Target Audience: PSAs will be produce to specifically target audiences and their concerns i.e. healthcare – targeted primarily at women,

education – young people etc. PSAs will also be produced to reflect the message of the month.

Distribution & Frequency 2 x daily (am/pm) for 60 days. 120 slots in total

on: 17 radio stations across the country + Social media

Cost Production: Le 1,000,000 per PSA = Le 10,000,000 Total: Le 34,480,000

Airtime: Le12,000 per slot*12*17 = Le24,480,000

30-minute Radio Panel discussions

Objectives: To provide a more in-depth view of PNB, explain the process, success of MDAs, how the data will be used etc, the danger of

corruption & bribery etc.

Format and content:

3-4 panel members discuss a particular issue or theme around PNB related to message of the month

MDA responses. Successes of the PNB

CSOs role in the project and impact

All to incorporate theme tune, details of reporting channels and make use of either PSAs or vox pop or endorsements

Target audience: Children’s programmes, Youths, literate and semi-literate men and women

Distribution and frequency Monthly programmes in six districts: Bombali, Kenema, Bo, FT (Rural and Urban), Kono

(November, December, January, February, March)

one a month in the districts and three a month in Freetown


Cost Production 0 Total: Le 36,000,000

Airtime: Regions-Le150,000 per 30 min x 8 x5 =

Le6,000,000

WA/U and R- Le1,500,000 x 5 x 4 =

Le7,500,000 Le30,000,000

Celebrity/opinion former endorsements

Objectives: To engage the general public in PNB through the use of opinion formers, celebrities and authority figures

Format and content: video and recorded messages supporting PNB from opinion formers, celebrities and authority figures.

Distribution and frequency Via social media, for use in radio programmes etc

PRINT MEDIA

Features, op eds, news articles

Objectives: To engage in a more in-depth debate around corruption, its causes and its reasons

Format and content:

Written in house

How Corruption damages economies and affects the poorest in society

How PNB works

MDA successes and reports

Target audience: Literate, largely urban

Distribution and frequency Newspapers, social media (FB, WhatsApp etc)

2 x monthly (November-March incl)

Cost Production Le 0 (written in-house) Total: Le 4,000,000

Publication Le 400,000 x 10

Cartoons

Objectives: To promote channels of reporting – Freephone, web, through CSOs and APP

Format and content: Lively, amusing, but with a clear message about how to report incidences of bribery in the various pilot sectors.

Cartoon strip for education covering bribery for admissions


Cartoon strip for law enforcement – traffic

Cartoon strip for health – free healthcare

Water & EDSA – bribery for new connections

Target audience: Predominantly young people

Distribution and Frequency Newspapers, social media

1 weekly in 4 newspapers

Cost Production Le 2,000,000 Total: Le 10,000,000

Publication Le 8,000,000

IEC

Banners

Objectives: Visual reminders.

Format and content: Branded, using the De Monk cartoons. Content - Generic

Target audience: all

Quantity 6 (one for each region)

Cost Le 1,000,000 each Total: Le 6,000,000

Billboards

Objectives: Visual reminders

Format and content: Channels of reporting, sectors. Continue the cartoon theme, using Monk’s cartoons.

Target audience: All

Placement One in each district, areas of high traffic

Cost 16 Billboards @ Le 7,000,000 each Total: Le 112,000,000

Wristbands

Quantity 500

Cost Le10,000 Total: Le 5,000,000

Posters and Stickers

Format and content: Sector specific and generic

Cost Total: Le 45,850,000


DRAMA

15 min radio drama episodes & participatory theatre

Objectives: Communicate in an accessible and interesting way and help audience understand nuances of bribery and corruption and impact on

lives and economies.

Format and content: Talking Drum and the Freetong Players have been making soap operas that deal with socio-economic and cultural issues in

Sierra Leone. To link dialogue at the national level to local contexts, media programming is integrated with activities at the community level,

including discussion forums, and participatory theatre.

Target Audience: semi-literate, families, communities

Distribution and Frequency

Nationwide radio.

Once a week for 5 weeks


Airtime Le 68,000,000

Roads shows/participatory theatre

Distribution and Frequency Initially two – in Western Rural and Western Urban


Performance: Le 4,000,000

Communications Total Cost Le

349,830,000

Communications Total Cost GBP

36,440


MISCELLANEOUS

Community Outreach Activities/meetings 2million per outreach x 2/month x 5

month period x 5 offices 100,000,000

3KVA Generators 1 4,000,000

2 monthly Mass sensitization on the PNB in Makeni,

Bo, Kenema, Kono and WA. Le2.5 million x 2 times x 5 offices 25,000,000

Miscellaneous Total Cost Le

229,000,000

Miscellaneous Total Cost GBP

23,854

Total Cost Le

578,830,000

Total Cost GBP

60,294


ANNEX TWO: PNB COMMUNICATIONS MESSAGES

ANTI-CORRUPTION MESSAGES CRAFTED FOR THE PAY NO BRIBE CAMPAIGN

For Animators

1. For show say u lek u kontri, nor take bribe, nor gi bribe

2. Nor take bribe for konnet wata. Wata nar life.

3. Report Bribery today! Call free 515 on all networks; visit: www.pnb.gov.sl or Use the PNB App.

4. Pay No Bribe! Take No Bribe! Report Bribery for better service delivery.

5. Report Bribery today and reduce maternal and infant mortality.

6. I save lives! Not take Bribes (Badges)-Health workers.

7. Pay No bribe for electricity services.

8. EDSA needs money to improve electricity services. The bribes you pay go to private pockets.

9. Resist Bribery! Report Bribery! Help EDSA grow.

GENERAL MESSAGES – Translate into Krio and local language

1 HONEST OFFICIALS SAVE LIVES – GIVE THEM CREDIT, CALL 515

2 REPORT A BRIBE, REPORT RESISTANCE, REPORT HONESTY – CALL 515

3 BRIBERY CHOPS YOUR MONEY, IT MAKES YOU POORER – CALL 515

4 BRIBERY CHOPS YOUR MONEY AND AFFECTS YOUR FAMILY – CALL 515

5 BRIBERY MAKES POOR PEOPLE POORER – CALL 515

6 KNOW YOUR RIGHTS – PAY NO BRIBE, CALL 515

7 CORRUPTION KILLS – CALL 515


ANNEX THREE: MESSAGE OF THE MONTH

The message of the month represents current events in the sectors, or issues that have emerged.

Format:

Short, clear and punchy

Captured in English, Krio and local languages

Tag line after the message – From the Pay No Bribe campaign team

Distributed:

Via social media, the telcos, animators, TV scroll bars

Distribution Formats:

Voice recordings in different voices (male, female, youth, older people, authoritative)

SLBC scroll bar

Press release

Vox pops

Used as themes for discussion programmes

Endorsements

Different social media formats

PRESS RELEASE EXAMPLE

Pay No Bribe’s new message of the month tells pupils - don’t bribe for good grades

As the end of term approaches and pupils nervously anticipate exam results and report cards, the Anti Corruption Commission’s Pay No Bribe

(PNB) message of the month encourages pupils to report teachers who solicit bribes in return for good grades.

November’s simple message tells students: If a teacher asks you for money, sex, goods or services in return for good grades, call the 515 free

line. The message will be spread through the traditional and social media and form the theme for discussion programmes, features, community

discussions and public service announcements.


The PNB campaign helps the public sector tackle corruption by encouraging citizens to report incidents of petty corruption and bribery, using a

freephone number (515), the PNB website or via a mobile app. By analysing the data collected, trends can be identified and monitored, and more

effective anti-corruption policies and processes designed.

In the latest figures from the PNB campaign, 21% of reports concerned bribery of education officials, with admissions, fees, grades, exams and

report cards the most prevalent issues of concern. Between July and September, 1230 reports were received concerning the education sector. Of

these 84% were reports of corruption, 6% of people did not pay a bribe, and almost 9% of reports were where the individual had met an honest

official. PNB’s message highlights the problem, the various forms of bribery involved, and helps the victim take action.

Nabilahi Kamara, Director-National Anti-Corruption Strategy (NACS) and Programme Manager-PNB says: “Each month the ACC will come up

with a new Pay No Bribe message based on current events in the sectors, or issues that have emerged through the PNB reporting platform. This

will allow us to directly address the concerns of our callers through our communications, and encourage them to make use of the PNB reporting

process.”

Pay No Bribe is led jointly by the ACC and the Office of the Chief of Staff and funded by UK Aid and the Government of Sierra Leone. Public

sectors covered include health, education, water, electricity and law enforcement.

The topic of bribery for good grades will be the subject of a discussion programme on Radio Democracy on xxxx date


ANNEX FOUR – EVALUATION OF THE COMMUNICATIONS STRATEGY

The evaluation of the Communications Strategy will be based on i) a review of the Communications Operations Plan and whether or not the budget has been spent and the activities carried out. ii) an exploration of the contribution of ACC Communications strategy implementation to the achievement of logframe indicators selected from the

‘What Will Success Look Like?’ section of the Strategy (pages 8 and 9).

Both these exercises will be carried out as part of the final evaluation of the PNB Programme in October 2018

Selected Indicators

People believe that their active participation in the fight for better service delivery will make a difference in fighting corruption.

The ACC is perceived as an institution that has strengths in combatting high value corruption cases (Outcome indicator 2c)

Improvement of the ACC’s reputation in relation to interfacing with MDAs to reduce petty corruption (Outcome indicator 2a+b).

Increased MDA willingness to engage with the ACC on PNB reporting (Outcome indicator 2a+b)

Balanced reporting and responsible follow up by media, including investigative journalism and unbiased research to deliver quality products (Outcome indicator 1)

Dynamic production techniques include rural voice and opinions and dramatised formats for creative radio production (Output indicator 4.2)

The PNB logframe is attached at Annex 5


ANNEX FIVE – THE PNB LOGFRAME

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