Transcript Social Marketing - Good-Gov

REDUCING CORRUPTION:
CO-OPERATION
BE GENTLE, ‘WIN HEARTS AND MINDS’!
aiming, where corruption is perceived as ‘VHF’,
to help people change attitudes and behaviour
and co-operate to reduce corruption
Slides for a seminar session and discussion © Denis Osborne, 2007
‘SOCIAL MARKETING’
We may think of Marketing anti-corruption
initiatives to ‘the people’
Before doing that let’s look at Social Marketing in
other fields
What ideas are ‘sold’?
What examples come to mind?
HIV, drugs, driving safety, security …
and politics – vote for …
2
Ethics and Good Governance
ELECTIONS
What might the sequence be?
AWARENESS of what?
Name of party, of candidate
Policies, character, competence, past record
ATTITUDES to what and to whom?
Approval, Confidence, Support; Want them to win
Distrust others, want other parties to lose
ACTIONS
Sharing favourable attitude with friends
….... VOTE!
Ethics and Good Governance
3
TO REDUCE CORRUPTION
AWARENESS
Evils and extent of corruption
Damage done, Impact, Consequences
That some anti-corruption efforts have succeeded!
ATTITUDES
Want corruption reduced, think it can happen
ACTIONS
Stop acting corruptly, deterred
Co-operate against corruption
By reporting, managing better …
4
Ethics and Good Governance
HOW? WHO PAYS?
AND WHO TAKES INITIATIVES? SOME IDEAS…
SCHOOLS – poster and essay competitions
with press publicity (thus win parents, adults)
MEDIA coverage of court cases, etc
TV soap operas, commercial, news reports
By MANAGERS to staff, clients, public
PAID BY
Government budget, donors,
Civil society, religious groups
Companies (with disclaimer/assurances)
5
Ethics and Good Governance
STRATEGIES
(from a helpful list given by Kindra and Stapenhurst, 1998)
Aim at
Fear
Guilt – but may foster apathy, frustration, helplessness
Morality – matters of right and wrong
Consistency – get people to ‘commit’ (wear badge?)
Use
Authority figures, peer influence, celebrities
Social validation (convince others helping)
Testimonial (people of changed behaviour)
Humour, perhaps to clarify public ‘ownership’
Benefits of honest behaviour
Ethics and Good Governance
6
REPORT CORRUPTION
TO WHOM? HOW?
Slides for a seminar session and discussion © Denis Osborne, 2007
TO THE ORGANISATION
ABOUT COMPLAINTS AND CONCERNS …
To the line manager OR
To a ‘Complaints Officer’ (choose good title)
In person or by telephone, letter, note, text-message
Preferably with a name (in some cultures)
– or names if 24 hours a day
Well ‘advertised’
Where public and officials interact
– Licence and Passport offices, Hospitals,
Police stations, Schools, Dispensaries, etc …
Ethics and Good Governance
8
TO A NATIONAL AGENCY
By organisations and their managers
By employees, clients
By the public
For investigation, leading as thought best to
Prosecution (publicity great, but costly)
Discipline (administrative, NOT ‘tribunals’)
Warnings, if threats believed
(very cost effective, keeps ‘good’ staff)
9
Ethics and Good Governance
IN WRITING
INTO PADLOCKED BOXES IN OFFICES
for suggestions, complaints,
and reports about corruption
or unfair treatment, or discrimination
OR BY MAIL TO
Our ‘Customer Advice Team’ or a name
‘Anonymously, or with your
name and address in confidence’
OR BY E-MAIL (with address on web)
Ethics and Good Governance
10
BY TELEPHONE
To Hotline Number for ‘client/customer advice team’
– ‘In complete confidence if you wish and tell us your name’
– And ‘anonymous calls welcome’
Open long hours? Or ‘24/7’??
By text-message – found a success
– in Ombudsman’s Office, Mindanao, Philippines
– Caller does not have to wait for answer
– Received 24/7; staff respond next-day
Contract out (to NGO?) if that builds trust
Ethics and Good Governance
11
INCENTIVES
Want incentive to report, give name, and contact
Provide feedback
– even if only ‘We found no evidence to take this further’
– claimed this encourages people to tell more, report again
Where name and contact are given,
– Ask if in confidence, willing to give evidence, or ‘open’
Offer reward? Consider for reports giving
– ideas for better service that we carry out;
– evidence leading to conviction for corruption
12
Ethics and Good Governance
PUBLICISE, REPORT RESULTS
Get launched by ‘Minister’
Report (every 6 months, if news is good?), with…
number of reports received (about which depts?)
– number giving name and contact, number anonymous
and how many led to
–
–
–
–
disciplinary action in departments
(including any from earlier reports)
conviction in court
cases pending before the courts
Use web for reports?
Ethics and Good Governance
13
USE HUMOUR!
FOR EXAMPLE: THE STORY
Many people regard the use or theft of
state property (or the property of a large
private sector company) as ‘acceptable’
when theft from individuals is not
14
Ethics and Good Governance
FATHER AND DAUGHTER
A Government Official was shocked.
The police had brought his daughter
home. They said they had caught her
stealing a pencil from a local shop.
15
Ethics and Good Governance
THE POLICE
One of the police officers said that they
would not bring charges, but wanted the
girl’s Father to know. He should
discipline his daughter and make sure
she did not grow up to a life of crime.
Then they left.
16
Ethics and Good Governance
THE REACTIONS
The Father was angry, furious with his
daughter.
The daughter cried and said she was
very, very sorry.
Finally the Father hugged her
17
Ethics and Good Governance
THE MESSAGE
“Listen”, said the Father, “You must
never, never steal.”
“Besides, why did you do it? You know
that if you want a pencil you need only
to ask me, and I would bring you a
whole box of pencils …
home from the office.”
18
Ethics and Good Governance