Short Title of Programme / Football-Based Media to Strengthen Good Governance and Transparency
Name of lead institution: / Search for Common Ground
Start date: / 1/8/2008
End date: / 1/8/2011
Amount of DFID Funding: / £4,067,219
Brief Summary of Programme: / Search for Common Ground (SFCG) is an international non-profit organisation that promotes peaceful transformation of conflict. SFCG’s mission is to transform how individuals, organisations and governments deal with conflict - away from adversarial approaches and toward cooperative solutions. Under the GTF, SFCG through its media arm, Common Ground Productions, works with CSOs in at least 10 countries to develop a TV/radio drama series called The Team. The show is a metaphor for co-existence. Identifiable and empathic characters – footballers, their friends and families – demonstrate how cooperation transcends ethnic, economic and religious differences. SFCG encourages social responsibility, positive engagement of citizens between one another, their families, their communities and their government.
List all countries where activities have taken or will take place / Angola, Burundi, Côte d'Ivoire, DRC, Guinea, Indonesia, Kenya, Liberia, Morocco, Nepal, Sierra Leone
List all implementing partners in each country / See separate Appendix A1
Target groups – wider beneficiaries / Elected officials, civil society groups and leaders and people who are most often marginalised, including women’s associations and youth group members.
Lead Contact: / Deborah Jones, Executive Producer
2. List of Acronyms
AB= AB Picture Company - Nepal
CGP= Common Ground Productions
CSO= Civil Society Organization
M&E= Monitoring and Evaluation
MFA= Media Focus on Africa
JNB = Jean Noel Bah Productions
RTI = Radiodiffusion Télévision Ivoirienne
SFCG= Search for Common Ground
SGBV= Sexual and Gender-Based Violence
SNRT= Société Nationale de Radiodiffusion et de Télévision
UPEACE= The University for Peace
3. Executive Summary
SFCG works to transform the way the world deals with conflict: away from adversarial approaches toward cooperative solutions. Through themes that dramatize the root causes of conflict, the television and radio series, The Team, creates a vehicle for dialogue and reconciliation around these conflicts specific to each country in which we work. Issues can be viewed and discussed in ways that are non-confrontational. Outreach programs that complement the series, reinforce messages and further engage citizens and their leaders, so that all parties are aware of their rights and responsibilities. This document captures the middle phase of this three year, multi-country project and the progress made from start of the grant through March 2010.
Country Activity Progress
Making The Team is a project that is implemented in stages. The process starts when partner CSO’s and media partners engage with SFCG to ‘discover innovative ways to address governance issues.’ [1] With stakeholders and partners, our country programs and local producers develop a set of themes that form the basis of the dramatic series. The results to date are as follows:
Kenya: With our Kenyan partner, Media Focus on Africa (MFA) we have created two seasons (13 episodes of The Team) for both television and radio. Season 1 was broadcast and re-broadcast on Citizen TV, the nation’s most watched television station. We have been consistently rated in the top ten. The radio series was broadcast on Radio Jambo. The series are show in cities as the tent pole of the outreach programs that are conducted in collaboration with local CSOs. We have concentrated on 8 locations where the violence post election was most severe: Maethare, Kibera, Kisumu, Naivaisah, Nakuru, Kakamega, Mombasa and Eldoret. Social networking tools are extensive. Baseline and mid-term evaluations that document the detail of these activities were sent prior to delivery of this document.
Cote d’Ivoire: With our Ivorian partner JNB, we produced 2 seasons of L’Equipe for television. The first season—16 episodes began broadcast in July 2009 on RTI. Additionally, the series is being seen via mobile cinema up country where RTI does not broadcast. JK Multimedia produced the outreach campaign. Memos outlining the campaign is attached are attached asAppendices B 1 and B2. A baseline was conducted by UPeace and was sent to KPMG prior to delivery of this document.
Morocco: With our Moroccan partner, Ali N Prod, we produced and are currently broadcasting 26 episodes of L’Equipe on SNRT, the government broadcaster. The series started broadcasting February 22, 2010 and is seen twice weekly. The audience ratings have been consistently high with around 1.9 million viewers per week. As the series progresses, audiences increase. By episode 14, the series had 2.5 million viewers or a 27.9% of the audience share. The Outreach component launched two weeks after the first broadcast. Over 60 debates have taken place across the country in which participants discuss the issues covered in the series. Social networking tools are being implemented. We conducted focus groups prior to the writing of the series. A baseline has been conducted and the data is being analyzed. However, an outreach report is attached to this document as Appendix B3
DRC:With multiple local partners, we wrote and produced 12 episodes of an all-women’s version of L’Equipe in Kinshasa. The series is currently in post-production and is tentatively set for broadcast in July 2010. A baseline will be conducted by UPeace in late May. This series will also be seen across DRC via mobile cinema.
Nepal: With local partner AFN, we produced a radio series. With local partner, AB and we created 13 television scripts and launched pre-production prior the end of March 2010. We anticipate the TV series will air later in 2010 on Kantipur TV.
Liberia: With Talking Drum Studio in Monrovia, we wrote 10 episodes of The Team in January 2010. Pre-production commenced in March.
Sierra Leone:With Talking Drum Studio of Freetown, we wrote 10 episodes of The Team in January 2010. We are using the same local production team to produce both the Liberian and Sierra Leone series. Due to the rainy season in West Africa, we will produce the Sierra Leone series in the fall of 2010.
The final four (post-March 2010): Angola, Burundi, Indonesia and Guinea. Progress on these countries as of this writing will be included in the work plan attached to this document.
Achievement of Purpose: We are on target to achieve the purpose of this grant and in the next report will summarize the results of the broadcast of the series and the impact of the outreach activities for the series that have not yet reported or not yet come on line.
4. Programme Management
The exchange rate from GBP to USD has continued to fluctuate throughout the year as pound sterling continues to be devalued. SFCG has received fewer dollars than originally anticipated in our budgets, and this has minimized the scope of our operations in some areas, though we have still been able to achieve great results within these budget constraints. USD is the primary currency in our target countries, and as the value of the pound continues to drop, there is a real concern that our output in the third and final year of the grant will be adversely affected.
The monthly exchange rate history is listed below:
Monthly GBP vs. USD Exchange RateDate / GBP / FX / USD
June 1, 2009 / £ 4,067,219.00 / 1.6195 / $ 6,586,861.17
July 1, 2009 / £ 4,067,219.00 / 1.6568 / $ 6,738,568.44
August 1, 2009 / £ 4,067,219.00 / 1.6573 / $ 6,740,602.05
September 1, 2009 / £ 4,067,219.00 / 1.6250 / $ 6,609,230.88
October 1, 2009 / £ 4,067,219.00 / 1.6020 / $ 6,515,684.84
November 1, 2009 / £ 4,067,219.00 / 1.6450 / $ 6,690,575.26
December 1, 2009 / £ 4,067,219.00 / 1.6502 / $ 6,711,724.79
January 1, 2010 / £ 4,067,219.00 / 1.6129 / $ 6,560,017.53
February 1, 2010 / £ 4,067,219.00 / 1.5987 / $ 6,502,263.02
March 1, 2010 / £ 4,067,219.00 / 1.5237 / $ 6,197,221.59
April 1, 2010 / £ 4,067,219.00 / 1.5151 / $ 6,162,243.51
May 1, 2010 / £ 4,067,219.00 / 1.5322 / $ 6,231,792.95
5. Working with Implementing Partners
The partners from last year: JNB, Media Focus on Africa, Ali N Prodand UPeace,have not changed.
Nepal: SFCG entered into a new partnership with the AB Company Pvt. Ltd. (ABC) for the production of a television series in Nepal. Owned and operated by Producer/director Bushan Dal, we chose this production company because of Bushan’s expertise. He’s one of the few internationally recognized directors from Nepal but he also has a commitment to the development of new writers and technicians. Thus, we are able to build local capacity and produce a series with high entertainment and production values.
Sierra Leone/Liberia: Due to a lack of on-the-ground, third-party expertise in these countries, SFCG was granted an exception by DFID to apply funding directly to these projects through Talking Drum Studio rather than working with partners as we do in other countries. Common Ground Producer’s Executive Producer, Deborah Jones developed the scripts with local writers in each country. Talking Drums Studio producer, Emrys Savage from Sierra Leone is the producer in charge of the production for both countries. This producer has experience in documentary film and in radio. We sent him to our Kenya program to learn some basics of producing for television from our partners in Nairobi. We hope to continue this way of sharing skills and knowledge across the country programs during the coming year.
DRC: DRC has little capacity to produce television series and no full service production companies. Thus, we contracted four partners to produce the series: Cyberpictures (camera and editorial), Image Drama (wardrobe and staffing, including production staff), Trheese-Traiteur (catering) and Bisimwa’s Family Business (vehicles and transportation).
6. Risk Assessment
Country / Risk / Potential impact: High, Medium, Low / Probability / Mitigation measuresKenya:
TV/radio / censorship / Low / Unlikely: govt support has been forthcoming / Alternative broadcast: satellite: CFI
Kenya: Outreach / Tribal violence / medium / Unlikely given methodology/ participants / Change venues
CIV: TV / censorship / low / Unlikely given the themes already tackled / Alternative broadcast:
Satellite: CFI
CIV: Outreach / Political violence / medium / Unlikely given methodology/ participants / Change venues
Morocco
TV / censorship / low / Unlikely: govt already approved series / Satellite:CFI
Morocco
Outreach / Govt interference / low / Unlikely: due to govt approval of themes in series / Reassess ways to communicate ideas
DRC / censorship / Low-medium / Journalists are primary target: we use fiction thus it’s unlikely / Alternative broadcast: CFI
Nepal / Violence and strikes due to political situation / Low/Med/High / High: has occurred during writing phase however project unaffected / Production will accommodate by rescheduling. Broadcast not impacted.
Liberia / Distractions by CSOs due to elections / High / Low-med / Plan activities well ahead. This also presents an opportunity since the series targets good governance via creating good election processes
Sierra Leone / North/South political divide / Low / Low / 22 March 2010 statement from UN Security Council commends SL on its governance work. Multiple broadcast outlets
Angola / Inability to broadcast due to bureaucracy / high / low / 1. Develop relationships with broadcaster well before broadcast. 2. Satellite broadcast 3. Mobile screenings. 4. Radio series that also gets out messages
Guinea / Political instability around elections / Medium - high / Med-high for political instability / SFCG ceased broadcast to wait out instability during last period. Likely would do the same
Burundi / Social tension due to leadership change / high / Med / The themes of L’Equipe are a social unifier, thus development of these during this time of transition is critical. Buy-in from all sides will do much to mitigate potential problems.
Indonesia / Inability to interest the broadcaster / medium / medium / Produce instead a radio version of the series so as not to waste resources
7. M&E Arrangements
Our original agreement called for 4 major evaluations: Côte d’Ivoire, Kenya, Morocco and Nepal. Due to Nepal’s difficulties with the scripting process, our production in DRC came on line first. Thus, we are substituting DRC for Nepal. As of this writing---May 2010---the evaluators are planning the baseline for DRC. Nepal will conduct focus groups and it will have an evaluation but it will occur later. The full working plan for all activities is attached to this document.
8. Log frame changes
No changes
9. Emerging impact on governance transparency
The two programs that best illustrate the emerging impact are in Kenya and Côte d’Ivoire. Please note that the indicators included below are samples. Both baselines and a mid-term evaluation of Kenya have been conducted. These were sent to KPMG prior to the submission of this document.
Case Study 1: Kenya
GTF programme Number: 170 : KenyaProgramme logframe indicator: Indicator 2.1. measures the increase in the number of citizens interviewed who cite an improved ability to collaborate and problem solve around the themes dealt with in The Team and addressed in the outreach activities
What is the evidence? The chart below demonstrates improved capabilities to address issues of corruption – one of the main themes addressed in The Team.
What has changed? When asked about how to handle a difficult situation in a government office, the overall comparison between midterm and baseline evaluations showed a positive change in attitude of respondents. There was a decrease in the tendency to ‘give bribes’, ‘use an influential person’ and an increase in ‘insisting on the right procedure
Who has benefitted? Citizens, particularly youth and youth leaders
How has the change occurred? Change is occurring through the intertribal discussion groups that are associated with the mobile screenings. These discussions happen over the course of several months.
Why is this change useful? The mobile screenings are composed of people from tribes that have been in deadly conflict. When people from all tribes share similar problems with issues like corruption they begin to see that everybody has a problem. And it results in a willingness to work together on solutions.
Where has this change occurred? We’ve concentrated on the 8 areas that saw the most violence post election: In 2 Nairobi slums: Kibera and Maethare plus Kisumu, Mombasa, Kakamega, Naivasha, Nakuru and Eldoret.
Case Study 2: Côte d’Ivoire
GTF programme Number: 170: Côte d’IvoireProgramme logframe indicator: 1.2 Evidence of improved responsiveness by local government officials to the issues raised by local communities related to themes in L’Equipe and in outreach activities
What is the evidence? Local leaders and youth engage with one another in question and answer periods following the mobile screenings. Local leaders answer questions posed by youth on a wide variety of topics.
What has changed? Prior to these discussions, there were few if any discussions such as these in the bush towns in Cote d’Ivoire and particularly little interaction between youth and leaders. Thus the discussions have changed the interaction between these two groups
Who has benefitted? Youth and local leaders but also other citizens in that they can see the possibilities of engagement
How has the change occurred? Mobile screenings and facilitated discussions following the screenings
Why is this change useful? The question/answers sessions have allayed fears from youth on certain topics.
Where has this change occurred? Danane, Bandoakou[2] Guiglo, Gangoa, San Pedro, Abidjan: activity report cited below accompanies document
10, 12. Cross-cutting Issues and Innovation
In each of the countries, we have used the TV drama + mobile cinema + facilitated discussions. In some countries we also use radio (Kenya) to deliver the same message and in all countries we’re implementing social networking tools to urban audiences via internet, cell phones, etc. We’ve found that though the localized context is different in each country making the storylines different, the approach is effective everywhere.
The issues that cross border vis-à-vis ‘governance’ are similar both in what beneficiaries believe is possible (see #13 on empowerment) and how they interact with those in power at all levels.
We’ve worked extensively on changing the power relationship by showing what a better citizen-leader relationship might look like and by facilitating dialogue between citizens and between citizens and their leaders in different forums.
We use different approaches to target different audiences: to target urban youth, we use social networking: the internet, Facebook, SMS. We broadcast on different networks and use different platforms to reach different audiences. In other words, the innovation is to make sure that while the basics of the program are similar, the details and the way we target the beneficiaries changes depending on context. And the way we facilitate the engagement between citizens and leaders is very strategic.
For example, in Kenya, with the first season, we targeted CSOs and youth leaders, organizing them in facilitated dialogue. The content of the series was easily identifiable to a mass audience. The series is a success and we were able to garner positive attention from leaders – from high levels like the Minister of Education – but also from local leaders. Thus, in season 2, we will engage the leaders by asking them to join the youth groups as ‘advisors’ thus, making it more in their best interest to become engaged.
We think the sequencing of the topics covered in the television series is important because in order to engage citizens and leaders on difficult topics, we must first gain their trust by showing issues on which people can find common ground.
Additionally, in each country in which we work, the issue of ‘communication’ arises. Viewers in Kenya, Cote d’Ivoire and Morocco comment that this series is the first time these issues have been dealt with on television. Additionally, in the discussion groups in each of the three countries, participants consistently talk about how grateful they are for being able to express their feelings between one another ---either between rival tribes, social groups or even between students and teachers. From the Morocco outreach report by Bernardo Monzani, DME specialist for SFCG Morocco:
“…… [Discussions] are often the first time that students have the opportunity to communicate freely on the key topics, among each other but even more importantly with teachers. Communication between pupils and teachers is generally absent during regular class time, according to the facilitators.