EEtextFinal(64pgs).-gtb 13-07-2001 10:37 Pagina 23
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Keynote Conversation: “Strategic Partnerships”
“Think Big, Start Small, Act Now”
create possibilities from which they can all profit.
We should also not forget “to see the audience as
a partner rather than a goal,” said Japhet.
EE campaigns often involve many partners,
including donors and audiences. Partners often
come to projects with their own agendas, and it
is up to campaign coordinators to ensure balance
and harmony. To illuminate this dialectic, Garth
Japhet (South Africa) and Phyllis Piotrow (USA)
presented two cases in this session chaired by
Martine Bouman of the Netherlands EE
Foundation.
Funding Sources and Networking
Piotrow spoke of the partnerships between the
different parties involved in EE. Besides performers and producers, donors are important partners, she said. She then turned her attention to
fundraising for EE. Sponsoring can be provided
by government ministries, as well as by international organizations such as the United Nations.
Building a Brand Name
Project Director Japhet explained that Soul City
is a South African NGO established in 1992 to
harness “the power of mass media to support
“Don’t go around
health and development.” Today, the
with
your
cap in your
project reaches more than 70%
hand; say what you have to
of the South African populaoffer instead of the other way
tion and is used by 10 other
round. We do not differ from any
African nations. Soul City
other kind of business; we
does not focus on one particumoved away from asking
lar social issue, but instead uses
favors a long time ago.”
the brand name to raise awareness on
Garth Japhet
various topics, including mother and child
health, HIV/AIDS, smoking, and gender-based
violence. Messages are conveyed through a week- Commercial sponsors could be another imporly prime time TV drama, a radio drama broadtant source of funding. EE professionals should
cast in nine languages, and color pamphlets
concentrate not only on what is needed, but also
inserted in 10 newspapers.
on what can be offered to partners.
Contacts need to be made with various
media in order to implement a project. Again, it
is important to demonstrate the value of the program to them. When considering this partnership between the entertainment industry and
educators, problems concerning the content of
the program could arise. A related issue is the
Partnerships Key to Success
According to Japhet, partnerships are the key to
an EE campaign’s success. Furthermore, he said,
partnerships should be based on a win-win situation. Media gatekeepers, key interest groups,
donors, and the creative team should together
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International Development, which is a long-term
partner that has funded many projects.
degree of emphasis on entertainment versus education.
For the EE project on family planning in
Jordan, the Ministry of Islamic Affairs has defiEntertainment Versus Educational
nitely been the most important partner, said Lina
Content
Qardan (Jordan). Because most Jordanian citiCurrently, it is generally agreed that the
zens consult Islamic religious rules for
balance between entertainment and
most decisions in their lives, gaining
“Think
education should be in favor of the
the support of religious leaders in
big, start small,
entertainment. Some suggest that
that country was crucial for the
70% of the content should focus
act now. Give
project’s success.
on entertainment and 30% on
everybody credit.
Sophia Chaudhury
education, while others opt for a
Never
wait
to
be
(Bangladesh) shared her views on
60/40 division. But the real
the importance of commercial
invited, just go!”
point is not an arbitrary distincpartners. In their project, a comtion between the two; they need
Phyllis Piotrow
mercial partner smoothed relations
to be totally merged.
between educators and writers, who
It is not surprising that the division
both had their predetermined views about
of costs and distribution of the product can also
the project. Participants agreed with her observabe a cause of friction. To prevent arguments
tion that, in general, a relationship with the
based on credits, acknowledging all participants
audience is most valuable for any EE campaign.
will usually avoid friction in this area. Keeping
the donor interested is another important factor
in the process, as donor fatigue is a rather comFinding Balance
mon problem.
Finally, participants agreed that EE involves
many parties and many partnerships, any of
which could cause friction because of conflicting
Most Important Strategic Partners
agendas. But as in any partnership, EE involves
The discussion then moved to strategic partners
give and take. EE professionals find themselves
in EE projects. Japhet said that the most strategic struggling to find balance, trying to satisfy the
partner for Soul City is a leading South African
needs of all parties.
newspaper. This choice was determined by the
Piotrow concluded the session with an
newspaper’s credibility and the fact that the ediencouraging call: “Think big, start small, act
tor is influential in media circles.
now. Give everybody credit. Never wait to be
According to Piotrow, the most valuable
invited, just go!”
partner for JHU/CCP is the U.S. Agency for
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