Media Campaign: Accountability and Transparency in Bosnia and Herzegovina

• Promotion of good governance (promotion of transparency and accountability of governments and their role to serve the citizens);
• Increasement of public awareness of the problem of corruption (pointing out the proportion of the problem and its negative influence on society and living standards);
• Encouragement and promotion of intolerance for corruption (promotion of intolerance towards corruption and presentation of corruption as global a problem that society needs to solve if it wants to develop);
• Promotion of anti-corruption measures (encouragement of different initiatives, which could influence a decrease in corruption);
• Introduction of anti-corruption mechanism to the citizens (introduce to the citizens the ways of reporting corruption);
• Encouragement of active civic participation in the fight against corruption (including NGOs, citizens and other organisations in activities of fighting the corruption);
• Raising citizens' awareness about the existence and possibilities that Conflict of Interrest and Freedom of Information laws offer;
• Dissemination of information about corruption to the public and other institutions (NGOs, international organisations and government agencies).

Phase 1:
• Preparatory activities
• Preparation activities will include forming the team of experts in charge for implementation of the project (TI BiH experts, marketing specialist, psychologist, lawyers, media experts and journalist).


Phase 2:
• Testing the created messages
• At least two focus groups will be formed to test and evaluate the effects of the message. Focus group will serve review the initially suggested/proposed message to ensure the best quality/price ratio of the final message.


Phase 3:
• Creation of TV and radio clips
• This phase would be outsourced to a specialised agency. They would be contracted for a very specific task under a strict guidance of the expert team with clear terms of reference as an annex to the contract.


Phase 4:
• Selection of TV and radio broadcasters
• The expert group will proceed, using the TI BiH media database, with the selection of the most important broadcasters, bearing in mind the demographics of BiH.


Phase 5:
• Campaign adjustments
• The campaign will be constantly monitored and evaluated, and if necessary adjustments will be applied. Beside that, every three months the contents of the messages will be changed.


Phase 6:
• Celebration of the 9th of December 2005 - Global day of fight against corruption

This phase will have following components:
• Journalist Integrity Award
• Anti-Corruption Conference
• Music parties with top DJ's