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.

www.anti-corruption.org.bt

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

www.anti-corruption.org.bt

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

www.anti-corruption.org.bt

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