1. COMMUNICATING EDUCATION REFORM WORKSHOP TACTICS FOR INCREASING CIVIC ENGAGEMENT Macedonia 2001/2003 Prepared by: Slavica Indzevska and Neda Zdraveva Foundation Open Society Institute- Macedonia

2. Context 2001/conflict War crisis Authoritarian governance, wide national coalition Passive and scared citizens, pressure Fractured, disorganized, financially dependent and passive NGO Sector Biased media Low response of International donors Individual attempts, the issue of personal responsibility

3. Activities 2001/conflict Appeals for Peace Open telephone line “What frightens you most?” NGO Conference - June 2001, 110 NGOs Campaign “Enough is Enough” Donors Coordination Learning from Experiences (Serbia and Slovakia)

4. PR Agency Briefings Endorsement by NGOS Campaign Specifics Symbol and logo Aggressive Variety of products (TV Spot, newspapers adds, leaflets, staples, posters, cups, T-shirts, badges, web-site, discussion forums) Use of languages Touring Dissemination of campaign materials Local media opportunities Small grants schemes - local events Campaign “Enough is Enough” Elements

5. Context 2001/post-conflict Framework Agreement (4 parties and International Community) Constitutional Changes Political parties interest vs. state interest Low level of information, scared citizens Armed groups Internally Displaced Persons Biased media

6. Activities 2001/post-conflict Informing on the Framework Agreement (100.000 copies) Peace vs. War – It is Up to Us - Small Grants Scheme for local Events ( USAID Grant) – brojka Campaign “How Much Wealth A Framework Can Contain?” Forum of Platform for Civic Action Enough is Enough Projects evaluation and publication of results

7. PR Agency Briefings Endorsement by NGOS Campaign Specifics Use of “Enough is Enough” Symbol Non-aggressive Variety of products (posters, leaflets) Use of languages Local events (campaigns, debates, workshops, rallies, cultural events) Touring Share of experience, evaluation Campaign “How much … “ Elements

8. Context 2002/election year Unstable political situation Fragile security Failing Economy Changing Election Day Increased interest of donor community Pre-election Context: Low turnout predictions Legislation changes Aggressive pre-election campaigns Attacks of national and international NGO sector (TV, press and public events) – 5 th Column Split of the Election Monitoring NGO Coalition Fear of violence during elections De focused attention to citizens priorities

9. Activities 2002/Election year Ad-hoc Advisory Group Economic Forums Wide coalition of NGOs “The Power Is Within The People” Motivation and education campaigns Establishment of NGO and Women Info/Press Centers Small Grants Scheme Election Security Training Courses Project: Citizens Platform for Peace and Stability

10. Polling for Peace building – Public Opinion Poll Experience of Northern Ireland Partnership with Greek NGOs – Center for Reconciliation Citizens stands for political and security situation and elections Ad-hoc Advisory Group Multidisciplinary – opinion makers Defining campaigns strategies Economic Forums Variety of topics Different expertise Government participation Media coverage Activities Elements and Specifics

11. Wide coalition of NGOs Variety of organizations Information sheering Coordination Different ethnic background Gender sensitive Utilization of resources Motivation and Education Campaign “The Power is Within the People” Variety of designs and products (TV spot, billboards, city-lights, T-Shirts, badges, stickers, postcards) Voters rights educational leaflets Aggressive Dissemination of products by NGOs Use of languages Activities Elements and Specifics

12. Info/Press Centers Press conferences and press releases Public debates and meeting point of domestic and international NGOs and organizations Production and dissemination of information (pre-election, election day and post-election) Gender specific analysis of programs of political parties Newspapers Supplement Small Grants Scheme Small Grants Scheme Country wide distribution Innovative educational/motivational methods Matching funds Local level partnerships and coordination

13. Election Security Training Courses Election Security Training Courses Upon request of Ministry of Interior Partnership of OSCE, FOSIM and MoI Involvement of national experts in curriculum development Involvement of NGOs in police training Nation wide coverage/3.500 police officers Citizens Platform for Peace and Stability Citizens Platform for Peace and Stability Based on priorities of the citizens (received from public opinion poll in March 2002) Comparison and analysis of the programs of the political parties and the citizens priorities Decentralization of project activities (regional forums, groups and coordination) Use of local experts Definition of priorities, location of responsibilities suggesting approach

14. Double role of campaign - Information and pressureDouble role of campaign - Information and pressure PR Agency PR Agency The Power Is Within the People Logo The Power Is Within the People Logo Aggressive and direct PR Aggressive and direct PR Two target groups – citizens and elected officials Two target groups – citizens and elected officials Variety of products (TV spot, newspapers adds, billboards, leaflets, posters, cups, umbrellas and bags) Variety of products (TV spot, newspapers adds, billboards, leaflets, posters, cups, umbrellas and bags) Use of languages Use of languages Monitoring of Government Utilization of resources

15. Summary of Tactics Increasing the number of participants De-concentration and coordination of initiatives and responsibilities Use and share of different experiences Debates on variety of topics Gender and cultural sensitivity Building partnerships Utilization of resources Wider participation/increased level of ownership Process vs. format Cooperation with professional PR Agencies To be present and to be loud in media and in public

16. Lessons Learned Well defined aims of action and clear responsibility distribution Parallel activities on local, regional and national level Wide and active participation of local actors Use of innovative and creative methods for captivating media and public space Use of relevant information (polling, programs of political parties, media) Languages Media - partners and opponents Hazard of production of dependents of funds “Political correctness” of donors and inability for fast release of funds