“It’s your turn” is a large advocacy and communication initiative within the
turn
context of the electoral process in Guatemala (President, Congress Members and
it´s your
when?
Stage 1:
It´s your turn
Stage 2:
It´s our turn
Phase 3:
Evidence
Phase 1:
Expectation
Majors) launched in October 2010, as a multimedia campaign with materials for TV,
Phase 5:
Political closure
Phase 7:
Accountability
radio, cinema, billboards and social networks for national and local media.
Phase 2:
Release
Objectives
2011
1. Create social demand to induce the political class to take
advocacy and communication initiative
to put an end to violence, impunity and malnutrition in Guatemala
Phase 4:
Follow up
evidence
Phase 6:
Social participation
New UNICEF
MTSP 2014-2017
2012
2013
New
elecctions
MDGs &
Post 2015
2014
2015
inmediate actions against the violence, impunity and
malnutrition.
The initiative “it´s your turn”
was honored with the prestigious
Gold Effie Award for the most
effective communication
campaign in the Social Marketing
category
Pre test
2. Mobilize society to join efforts in solving these problems.
11/Sep
Elections
First round
What are the main
problems in Guatemala?
80
70
66.6%
UNICEF Guatemala Representative
and Child Protection Adviser for
Latin America and the Caribbean,
interviewed by CALA CNN on issues
related to violence, impunity,
malnutrition and “it´s your turn”
initiative
60
50
40
where?
20
10
Violence
local media coverage
16 of 22 Departments
Phase 2:
Release
Phase 3:
Evidence
Phase 4:
Follow up evidence
Phase 5:
Political closure
Impunity
0.5% 0.3%
0
Malnutrition
why?
6/Nov
Elections
Second round
30
Phase 1:
Expectation
Intermediate test
80
45
2
95%
1million
23
8 million
60
50
30
20
national media coverage
22 of 22 Departments
dollars are lost in productivity
each day due to chronic malnutrition
It’s your turn initiavite portrays a new social imagery
which highlights unity rather than differences
CLOUD
what?
Facebook
92.306
views in 425 days,
1.000 donwloads per day
AIR
Mass media
at national level
Twitter
YouTube
E-bulletin
8.872 102.488
75.000
fans in 14 months
Fanpage # 1 in social
category
Mass media
at municipal level
Phase 6:
Social
Participation
achievements up to date
• both genders equally
• broad and diverse social sectors
• representatives of different
ideological currents
Internet
5%
0
who?
• all ethnicities
• all social classes
• all age groups
23%
10
children are born each hour condemned to hunger
of the crimes committed against children
are not punished
45%
40
children suffer hunger
children become orphans each hour due to violence
What are the main
problems in Guatemala?
Violence
children die each month due to violence
70
Impunity
Malnutrition
Malnutrition
Violence and impunity
followers
Account # 27 in
top 100
TV
Programmes
views
Billboards
8
bulletins distributed
to 9.000 subscribers
Opinion polls
Mobile
Video forum live
16
1
produced in Ustream
and followed in
Facebook
Communication Kits
app developed
for Fecebook
Public
opinion
malnutrition
45
the main political parties included
children and malnutrition issues in their agenda
and proposed programmes and social policies
TV and radio spots
broadcasted
zero hunger
13
the new Government has implemented
de Zero Hunger Plan to reduce chronic
malnutrition in 10% by 2016
spots for cinema
broadcasted
500%
10.000
the budget in food and nutritional
security has increased from US$ 20
million to US$ 100 million
0.5% to 23%
social awareness on malnutrition
increased from 0.5% to 23%
0.3% to 5%
social awareness on impunity
increased from 0.3% to 5%
effective
237
mass media
contributing with
US$ 20 millions
GROUND
Advocacy
500
local media
participating
23
TV programmes produced
and broadcasted to
9 million people
Communication for Development (C4D)
10.000
gigantic posters
exposed
7
opinion polls
published to
100.000 readers
Partnership
7
524
kits developed
and socialized to
900 communicators
Emergencies
TV, radio and
newspaper
Monitoring and evaluation
"It´s your turn" initiative won the Gold Effie
Award for the most effective communication
campaing in the Social Marketing category
inclusive
the messages were created with the
participation of all cultures, ages,
social sector and gender equity
partnership
public opinion
mass media participating
TV, radio and newspaper
during 425 days
737
67.84%
524
32.15%
500 local media
24.42%
237 national media
40.45%
Radio
TV
giant posters exposed
7 to10
people have seen the
messages
900
local coomunicators trained
and working as a network
9 millions
35.11%
people raising by TV
21.09%
50 Cinemas
Newspaper
212
2.53%
6 Billboard networks
1.68%
TV interviews, feature story, talk show
4 TV private channels
75.000
3.8 per week
184
fans in Facebook in 14 months
fanpage # 1 in social category
articles, interviews, opinion editorial,
feature story in newspapers
3.3 per week
US$ 20
millions
media contribution
69.62%
165 Radio stations
25.31%
60 TV Cable channels
128
radio interviews
2.3 per week
turn
it´s your
70%
7 out of 10 people
have seen the messages
900
local communicators
trained and working as a network
7
strategic partnership developed
with Programme Section
1
master kit developed
for PC and web
4
surveys developed