Office of the Anti-Corruption Commission ‘Nation’s Conscience’ Thimphu Post Box 1113, Tele: 00 975 2 334863 /64/66/67/68/60 Fax No: 00 975 2 334865 www.anti-corruption.org.bt Anti-Corruption Media Education Bhutan
Office of the Anti-Corruption Commission‘Nation’s Conscience’
Thimphu
Post Box 1113, Tele: 00 975 2 334863 /64/66/67/68/60
Fax No: 00 975 2 334865
www.anti-corruption.org.bt
Anti-Corruption Media EducationBhutan
Background Rationale
Anti-Corruption Media Education• Objective
• Key message
• Target audience
Mass Media Programs• Television
• Radio
• Print & Publication
• Interpersonal Comm.
1
2
3
4
Presentation Outline………….
Impacts & the Way Forward
5
Other Programs• SCM & AB
• ACC Service Standard & Code of Ethics.
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Anti-Corruption Media EducationBhutan
Background Rationale1
„Corruption, if unchecked, is likely to rise with economic prosperity and democratization.’
- His Majesty, Jigme Singye Wangchuck, the 4th Druk Gyalpo
“The rise in corruption in Bhutan is a challenge we face. How big the challenge is will depend on how
soon and how strongly we decide to oppose it. There is no room for corruption it is as simple as that, not
now and not in future” - His Majesty, the 5th Druk Gyalpo
“Zero tolerance to Corruption” - DPT Government
“Building an informed citizenry with high integrity
and moral values”
- ACC Public Education Goal
“Media communications was found to have very powerful influence on the lifestyle, value and
perspective of the people, especially the children.
- Bhutan media impact study 2003 and 2008,
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Anti-Corruption Media EducationBhutan
Objective2
To inform and educate the general public, party workers, candidates,
voters on the forms and types of political & Electoral corruption and its
impact on the people and the country.
To educate general public on the what constitutes corruption & its
implications.
To inform the general public that fighting corruption is every individual’s
responsibility.
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Anti-Corruption Media EducationBhutan
Key Messages2
Political and Electoral Corruption
Your vote is not for sale. Exercise your rights responsibly.
Bribery and collusion is corruption.
Making false promises & coercing to vote is corruption.
Vibrant democracy: our responsibility.
General Awareness on Corruption & Anti-Corruption
Initiatives
Lets keep Bhutan clean, clean from corruption
Corruption is evil; let us drive it out of our society
Corruption impacts everyone; Let us resist, refrain and report
corruption
How to report corruption responsibly
Fighting corruption is a collective responsibility
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Anti-Corruption Media EducationBhutan
Target Audience Analysis & Message Design 2
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Anti-Corruption Media EducationBhutan
Consider the use of
Music
Language
Color
Symbol
Tone
Making Message Sticky and Memorable
Television & Video
Music Video
TV commercials
Topical discussion
forums
Radio
Jingles & plugs
Radio Drama
Topical discussion
forums
Feature Q & A
Print & Publications
ACC Quarterly news
Update
Annual Bulletin
Posters & Wall Calendar
Mass Media3
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Anti-Corruption Media EducationBhutan
Other Media Program 3
IPC
Road show & Street Theater
International Anti-Corruption Day
Celebration & National Corruption Free
Week (December 09 – 15)
Musical concert
Marathon race
Radio thon
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Anti-Corruption Media EducationBhutan
Other Preventive Initiatives4
Standard Cost Model (SCM)
Piloted with 3 willing
agencies
Service Standard
ACC Service Standard
ACC Code of Ethics
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Anti-Corruption Media EducationBhutan
Impacts5
“This is the grandest treat we have ever had in Tongzhang, besides the fact that it was highly entertaining it was also very educative and I learnt a lot about democracy and political corruption.” - said Kenchomo, a villager.
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Anti-Corruption Media EducationBhutan
Conclusion & the Way Forward5
Behavior Change Programs
Value & Integrity Education
Integrity Assessment
National Anti-Corruption Strategy
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Anti-Corruption Media EducationBhutan
Together we can make a difference
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Anti-Corruption Media EducationBhutan
Thank You