WRAPA holds communication tools strategy meeting for the PSSGE project
On the 13th of March 2017, WRAPA met with its collaborators on The Promoting Safety and Security for Girl-Child Education project (PSSGE) which are the Centre for Information Technology and Development (CITAD) and Adopt-A-Camp to brainstorm and review its communication Strategy, presentation, review and validation of generated messages, review of baseline report, fixing of date for the project launch
The meeting was started with the alteration of the agenda to reflect a few changes. The opening prayer was said by Mallam Mohammed Gombe. Anisah-Ari Amunega, senior programme cordinator of WRAPA in her welcome address apologized for the unavoidable absence of the Secretary General of WRAPA, Saudatu Mahdi (MFR) who is currently out of the country.
She stated that the project has faced extenuating circumstances which has led to the stalling of the project.
During the last meeting which held in November 2016, all parties in attendance agreed to develop messages and tailor messages to suit particular communities.
This meeting will be on deliberation of messages and fine-tuning them to suit the needs of the individual communities.
Everyone was implored to make meaningful contributions to discussions so that at the end of the meeting, the house will be able to come up with messages that will promote the aim of the project which is promoting safety and security for the girl child education in the North East. Tunji Olanrewaju of Adopt-A-Camp added that in development, local community led level has proved to be the most effective. He asked everyone to embrace the right messages for the communities and intended recipients and everyone should work on achieving desired results for the project.
Review of Communication strategy and tools
This was anchored by Mr Hamza from CITAD. He gave a brief review for those who were absent at the last meeting. The project is a collaborative effort of WRAPA, ADOPT-A-CAMP and CITAD.
Aim of the project is to promote education for girls especially in the IDP camps.
Enrolment figures have drastically reduced in the region especially as a result of the insurgency. The project aims at encouraging IDPs to re-enroll their daughters back in school.
The process is context of the message to be generated which has been done through a one day workshop in December. The messages will be disseminated in accordance with norms and cultures of the recipients of the messages.
The use of conventional and social media will be employed in this process. There will be quarterly assessment to determine the effectiveness of the tools.
The target audience has been identified and they include the girls themselves, their parents, communities, government, NGOs and other partners.
The messages will be tailored to appeal to the various recipients in an effective manner that will leave a lasting impression.
The tools to be applied include radio (jingles, featured discussions and special documentaries), social media, newspapers as well as posters and leaflets.
The message matrix showing the recipient, message objectives, message itself and means of dissemination was analyzed.
The risks and mitigating strategies were also highlighted. Some of them include close working relationship with the authorities, and documenting government’s efforts in ensuring schools are safe and secured. This will help in persuading the positions of the IDPs who believe they have been abandoned by the government.
A simple monitoring process was also attached. Each tool had its own monitoring indicators. These include analysis of analytics for social media, audience response analysis to be monitored through the use of questionnaires, sample population interviews, Key Informants Interviews (KII).
A quarterly review shall be done of the communication engagement which will inform actions to be taken on it.
It was noted after the presentation by a participant that the aspect of security was skimmed. It was also pointed out that security forums are an integral part and discussions should be spread to targeting them as well. This is because securing their commitment will be easier than that of the government agencies.
An example was given of how these forces in Azare helped repel Boko Haram attacks in the community.
It was added that they are key to the sustainability of the project. If vigilante groups can be integrated into the project, they can continue with securing schools long after the expiration of the project.
A participant stated that a form of this is already in existence and we should focus on strengthening their abilities.
Religious leaders were also suggested as key actors in the project given their influence and high following.
Another participant suggested that we partner with ‘’Dan Da Kura’’ a radio programme which broadcasts in Kanuri and Hausa. The programme is a UNICEF initiative and has distributed several radio sets to various IDP camps. Activities should also be targeted at host communities given how temporary the IDP camps are.
An observation was made that the tools didn’t take into account the interests of the girl child who happens to be the main focus of the project. It was suggested that a mini research be conducted to find out what holds the attention of young girls.
It was suggested that an event be organized where leaflets and posters can be distributed to the girls. The use of radio might not be effective at passing the message across to the girls. An objection to this was raised that the girls might not have the same literary skills as their urban counterparts.
To circumvent this issue, it was suggested that the leaflets should mostly contain info graphs which doesn’t require a high level of intelligence to decipher.
It was stated that we should avoid putting the cart before the horse by talking at infographs at this point. Several processes will be undertaken such as interactive sessions with the girls so as to determine appropriate strategies to be used.
Girls in school can be used as an example to those out of school as an indication of what they can achieve if they go back to school.
The idea of a general strategy was shut down as messages must be tailored to suit the particular community. Strategies must also be localized for them to be fully effective; therefore they will differ from state to state.
It was pointed out that the message matrix could be made smarter therefore it should be reworked to include inputs made at the meeting. It was also advised that an estimate of the number of radio stations where jingles will be aired should be included. This will help with the budgeting process.
Apart from the main social media handles that will be created for the project, other partner organizations should also use their influence to create a buzz for the project and promote the social media messages.
The monitoring methodology also needs to be re-worked. The reach indicator should be changed to output indicator. Impact should be changed to outcome. The analysis of the analytics for social media should be evidence of data collection and should be in figures.
Teachers should also be included as a targeted audience given their influence especially among local communities. The audience should be grouped into primary, secondary and tertiary audience. Key recipients can now be classified under these categories.
Deliberations took place on the Facebook and Twitter handles. It was suggested that languages to be employed are English and local languages. The twitter handle was agreed as @PSSGE_NG while the User name will be PSSGE North East. This will be replicated on Facebook as well.
Presentation, Review & Validation of generated messages
CITAD gave the first presentation on the tentative messages developed. The languages to be employed are English, Hausa and Fulfude as they are the most common languages in the region.
The messages were analyzed and rephrased where necessary. Infographs should be applied where applicable. Messages should be sequential and put in bullet points for brevity and clarity. Sensibilities of the target audience must also be put in consideration given the horror they’ve been through.
WRAPA’s messages were also considered and necessary corrections made. It was pointed out that there should be no ambiguities in the messages as it would be impossible for us to be on ground to explain it to the recipients.
Review Of Key Actors Map & Engagement Templates
Key actors include the government, parents, community associations, teachers, pupils and others. Their roles were examined in detail and the strategies to be employed in engaging them.
The government will include executive (Ministries on religious and women affairs), security agencies, legislature (house committee on education and IDPs), Religious leaders (Council of Ulamas, JNI, CAN, Emirs), Traditional Rulers, Community associations (vigilante groups, hunters association), Parents, SBMCs, PTAs, FOMWAN, Matan Zumunta, Teachers (NUT, ANCOPs, Private Schools Proprietors Association), Pupils, Others (NGOs, Relief Workers, Media Outleets, Trades Association e.t.c)
At the last meeting in November, the M &E expert was told to rework some issues arising in the report. A table of content was suggested to be included after the first cover page to make it easier. Other necessary corrections and inputs to the report were made.
The conclusion and recommendations need to be fleshed out. The recommendations need to be more concrete.
Gombe was suggested as the state for launching the project. Participants resident in the region stated that this might not be a good idea. This is due to the fact that other states that have felt the brunt of the insurgency most might feel slighted.
After much consideration, Damaturu, Yobe was suggested as the most viable state. The launch date was fixed for 11th April 2017. Advocacy visits will be carried out from 4th to 7th April 2017, the week preceding the launch date.
Mohammed Maifada, Senior Executive Admin of WRAPA gave the closing remarks and the meeting ended at about 5:30pm.
- Harmonized communication messages
- Tentative date for launching of project fixed
- Reviewed baseline
The Next steps:
- Launch of project in Damaturu(tentatively) on the 11th of April 2017.
- Fine-tuning messages and message tools.
- There is need to tailor the messages to suit the particular community it will be addressed to, as the one-size fit all approach won’t work.