Description
EXECUTIVE SUMMARY Problem Statement: A majority of the population in Kenya see themselves removed from acts and remedies of corruption. They see corruption as rooted in tribal or class issues and a responsibility of the government authorities to fight with a “them versus us” mentality – “them” referring to those corrupt and “us” referring to us the innocent victims. Promoting a culture of personal accountability among the general population will empower people to oppose corruption. This bottom up approach to creating a culture of accountability project will leverage i. developing a culture of accountability awareness campaign over SMS and social media ii. a series of ‘how to develop a culture of accountability’ lectures, workshops and panel discussions at American Spaces iii. engagements with U.S. Accountability experts as well as USG funded alumni community with proven experience in viral trends in business, marketing, and human behavior. The skills learned will include but not limited to videography, photography, social media, messaging, writing for a purpose, power of context, using appropriate forms art for social change and running a successful national photo and art exhibition. Participants will use the skills learnt in this series to create shareable content capable of helping beneficiaries to visualize real benefits of accountability in their daily lives (health, security, economic inclusivity, human rights). Another take away for the beneficiaries of this content will be their acceptance and appreciation that they too have power, role and authority to help create a culture of accountability. Subject to availability of funds, the project will be scaled up later through use of traditional media. The project will build the capacity of the participants to break down accountability concepts and develop shareable content that addresses among other things - • Who should be accountable - Accountability starts with you (me) and applies to one and all. Participants will explore moments in history where one person, one voice or one action had a big social, cultural, economic and political impact. • When should I be accountable - it's an all-time thing • What is accountability – it’s the difference between success and failure of individual, family, community. • Where can people find redress, forums to appreciate acts of accountability. • Why accountability matters The project supports the Embassy’s strategic goals of Mission Goal 4: Kenyan Institutions Are Democratic, Independent, and Respond to Citizens’ Needs While Protecting Rights as Enshrined in Kenya’s 2010 Constitution. Pillars: Governance and Civilian Security. The project will demonstrate how lack of accountability impacts a nation’s state of health, security, economic prosperity, and democratic space. It will also promote culture of accountability dialogue at American Spaces and in partner institutions. Ideal partners include organizations that specialize in training behavior change, messaging and amplification leveraging on technology. PROGRAM DESCRIPTION Public Affairs of the U.S. Embassy in Nairobi announces an open competition for organizations to submit applications to design and implement a program to strengthen good governance through developing and championing a culture of accountability Priority Regions: Nairobi, Mombasa, Lamu, and Nakuru Program Objectives: The project implementers will 1) Identify youth at risk and strengthen their capacity to develop purposed shareable audio and visual content across different platforms including but not limited to various forms of art and social media. 2) Identify and train the target audience to recognize their power, authority and strategic positioning in championing accountability. 3) Develop participants’ skills in persuasion, researching new trends, creating social connections and networks understanding and appreciating accountability at their level 4) Develop training activities to demonstrate how lack of accountability impacts a nation’s state of health, economic prosperity, and democratic space. 5) Create, implement, and analyze a text message campaign and a social media campaign sharing information about their role in cultivating, nurturing and celebrating a culture of accountability. 6) Leverage on Embassy speakers, alumni of U.S. Government sponsored programs, U.S. accountability experts and use of the American Spaces network in Kenya. Audiences: The target audiences should include at least 500 vulnerable youth – 15 to 35 years old and mixed-gender. They should demonstrate ability to pollinate of new ideas and trends, persuade and create and strengthen social networks. The priority regions for this project Nairobi, Mombasa, Lamu, and Nakuru.