are we there yet?
TRANSCRIPT
Are we there yet? (Somos nos la kinda?)
Rio’s Transportation Transparency and Accountability Campaign
By Andrea Becker, Lyle Birkey, Jodi Drake, Hope Fentress, Alex Tripiano
Final Group ProjectStrategic Communication Program Management
Center for Communication ProgramsJohns Hopkins University
2
What do we want to happen? By 2016:
• Rio’s transportation overhaul will be a success• International tourism and recognition will have grown exponentially• Citizens will have access to a functioning public transportation system
Post 2016:• Improvements will continue to be made for the benefit of Rio citizens
What is happening now? • Skepticism in Rio on whether infrastructure improvements will reach completion in
time for 2016.
What will likely happen if conditions remain fundamentally the same? • Lack of transport reliability will create a distrust• An insufficient, overcrowded fleet of trains and buses will continue to rule the streets
of Rio
Shared Vision(Situation vs. Destination)
3
Why are there differences between your vision and the current situation?
• Increased bus fares• Extended strikes• Cost overruns• Poor pre-planning• Lack of transparency costs and time
data• Increasing scale and complexity of
major projects
What are the variables that are constraining the current situation?
• Unreasonable deadlines • International organizations planning
projects without knowing the terrain• Inadequate internal communications
system• International donors retracting from
fund donations
Shared Vision(Situation vs. Destination)
Which of these constraints is the root cause?
• Lack of efficient communication and planning among all stakeholders involved.
Is this root cause related to program weaknesses, audience needs, or both?
• The root cause is related to both program weaknesses and audience needs.
• Lack of communication in completing infrastructure projects on time
4
What opportunities exist to bridge the gap?Improved government communication and transparency
• Lead to more job opportunities for the citizens of Brazil• A better infrastructure, combined with a larger workforce equals a successful
2016 Olympic event and a satisfied community
Given the root cause, what type of campaign should you design?Communications campaign
• Will influence the government to complete all of its transportation infrastructure projects• Budgeting and funding strategies• Reasonable project timelines• Tips on how to disseminate information in a timely fashion
• Full cooperation from all parties involved
Shared Vision(Situation vs. Destination)
5
6
Audience segment• Professionally mobile populations in the suburbs of Rio de Janeiro
Additional audiences• Program Side
• Media (publish stories on transportation improvements)• Policy Makers (create policies on transportation fares)• Program Managers• Transportation drivers
• Client Side• Teachers (promote a non-violent community) • Religious leaders (encourage violence reduction)• Youth ages 16-25 (support now = benefits when they look for work or go to
school outside of their communities)
Change desired• Populations in key suburban areas of Rio de Janeiro will realize the potential
benefits to their transportation infrastructure.
Audience Analysis
7
Strategic Communication Objectives
Knowledge• Within 3 Months of Campaign Start
• 70% increase in public knowledge of potential local transportation benefits
Attitudes• Within 6 Months of Campaign Start
• 50% increase in public support for construction of new infrastructure
Behaviors• Within 4 Months of Campaign Start
• 30% of the general public to participate in providing transportation recommendations.
8
Program Name
ARE WE THERE YET?(SOMOS NOS LA KINDA?)
RIO’S TRANSPORTATION TRANSPARENCY AND ACCOUNTABILITY CAMPAIGN
9
Main Objective
Get the support of the people of Rio to build effective transportation for the Rio 2016 Olympic Games
“Input-Throughput-Output Model”• USAGE of Inputs (resources) same importance as SIZE of
Inputs• Throughput-Understanding what is happening and how we
can change things• Ensure government’s infrastructure messages/actions are
viewed as benefit, not a “PR Campaign”
Multi-Stage Approach• Contemplation Phase• Ideation Model
10
Strategic/Conceptual Framework
Contemplation Phase• Intended audience aware of possible changes in negative behaviors
• More knowledge required for action
• Audience persuasion
• Move along stages of Transtheoretical Model
• Maintain behavior change, apply to other issues in the country
Ideation Model• Instruct, promote, advocate intended audiences
• Teach new “Mental Models”
• Target social influences for rapid message disbursement
11
Strategic/Conceptual Framework
Strategic/Conceptual Framework
NetworksSpecific to both Program and Client Audiences• Broadcast Media
• Peer to Peer Communication
• Social Groups/Social Media
The Olympic Games are an international event viewed by millions worldwide
Success in this campaign may lead to international credibility/popularity and positive connections between nations!
12
Key Benefits
Economic: Economic progress for the country and its
residents.
Life Enhancement: Less time community increases family
time, better job opportunities, quick and safe transportation for families.
Fear Reduction: Safe and reliable transportation for locals
and tourists.
Prestige: Recognition from other nations on a successful
Olympic event.
14
Possible audience experience already: mad at
government for World Cup preparations and problems, distrust, anger, believe government corruption will occur again.
Social element appeal: Comfortable, cheap and efficient
way of getting to work and touring the beautiful city of Rio.
Enter-Educate Approach: Use Olympic celebrities for
Entertainment Education, aka “enter-education”.
Benefits & Audience
Winning Key Benefit
Life EnhancementLess time commuting makes for more family time, more hours at
work, and it can connect rural populations to better job opportunities.
Additional supporting points:
• Spending less time in the car is physically beneficial for your body and can reduce back and neck pain.
• Shorter commute times reduce anxiety, stress, and tiredness.
• Shorter commute times free up times to engage in activities.
• Contributes to timeliness for meetings and engagements.
Measuring Performance
Is anyone better off?Have Rio residents been able to save time and money, due to better
transportation and lower fares?
Intervention Plan
We are conducting a plan that:• Encourages behavior change• Seeks to emphasize a wider reach
Media Channels• Interpersonal- hotlines, peer education
•Community-based- group discussion, public meetings, town hall meetings
•Mass Media- print, radio, computers/internet
17
Media MixInterpersonal-
• Hotlines will collect the opinions of introverted citizens.• Trained community members will hold meetings at public
places to inform and involve the public.
Community Based-• Group discussions- will allow members of the community to
meet transportation officials• Public Meetings- facilitated by government officials.• Town hall meetings- facilitated by Olympic organizers.
Mass Media-• Radio- effective, low cost medium. Use of celebrity voice for
PSA.• Print- brochures will inform the public• Outdoor media- billboards will attract the attention of the
target audience.• Social Media- Twitter and Facebook posts will spark a
positive sentiment.18
Channel Augmentation
Synergistic Approach
• Brochures will be distributed at all town hall, group discussions, public meetings, and peer education events.
• Radio PSAs will announce dates and times of all meetings. PSAs will also announce Olympic timelines.
• Billboards and radio spots will information about how to sign up her meetings.
• Billboards will display Twitter handles and the Facebook webpage for social media interaction.
19
Channel AugmentationTimings to Consider
• Presidential election
• 2016 Summer Olympics
Scheduling Technique• Continuous
Geographical Considerations• Income disparities within the city of Rio de Janeiro (limited access to
television, Internet and newspaper within the favelas)
Fit between Message and Selected Channels • Social values and culture- ensure proper engagement that is based on specific
needs and behaviors.
Resource Considerations• Non material Resources- transparency, leadership, cohesiveness, collaborative
teamwork
• Material Resources- computers, transportation, chairs, refreshments
20
Monetary Resources $39 million for 21 months (amounts to 1% of
transportation infrastructure budget earmarked by Olympic Planning Commission)
21
RADIO SPOT(:60 SPOT)FADE IN
DOWN AND UNDEROLYMPIC THEMED MUSIC
VO: (OLYMPIC ATHLETE OF BRAZILIAN NATIONALITY)
ARE WE THERE YET (SOMOS NOS LA KINDA)? WITH THE ROAD TO THE 2016 OLYMPIC GAMES BEING IN FULL-SWING, TRANSPORTATION PLANS ARE ALREADY COMING ALIVE! I INVITE YOU TO HELP THE GOVERNMENT MAKE CHANGES TO RIO’S INFRASTRUCTURE, NOT ONLY FOR THE OLYMPICS, BUT FOR OVERALL LIFE ENHANCEMENT! DO YOU WANT TO SAVE MONEY ON BUS FARES, HAVE SHORTER COMMUTE TIMES AND SAFER TRANSPORTATION AS WELL AS GAIN PRESTIGE FROM OUR CITY HOSTING THE 2016 OLYMPIC GAMES? HOW CAN YOU GET INVOLVED? YOU CAN VOLUNTEER TO BE A PEER EDUCATOR BY LEARNING ABOUT RIO’S TRANSPORTATION PLANS FROM A GOVERNMENT OFFICIAL. THIS WILL ALLOW YOU TO HOST A MEETING AT YOUR PLACE OF BUSINESS, THE LIBRARY, OR OTHER FACILITY. HOTLINES WILL ALSO BE AVAILABLE FOR PUBLIC SUGGESTIONS DURING THE HOURS OF 10AM-10PM. BROCHURES THAT OUTLINE 2016 OLYMPIC INFRASTRUCTURE PLANS ARE AVAILABLE FOR PICKUP AT GOVERNMENT OFFICES AND CAN BE PASSED OUT IN GROCERY STORES, SHOPPING MALLS AND BUS STATIONS. CALL 1-800-RIO-2016 OR VISIT WWW.AREWETHEREYET2016.COM FOR MORE INFORMATION!
MUSIC DOWN AND UNDERFADE OUT
Materials Development
22
SPECIAL TRANSPORTATION TICKETS
In Rio, bus and metro tickets or passes are large enough to display an event or ad. According to research, this has been done in the past with large events (e.g. World Youth Day). For our campaign, we would like to use these tickets to display information regarding supporting the transportation infrastructure for the Olympics. Some tickets will display interpersonal meeting times and locations while others will show the picture of the chosen athlete spokesperson and a short message.
Materials Development
23
BILLBOARD ADVERTISEMENTS
Materials Development
24
Management Plan(What can you do to improve overall organizational effectiveness?)
Improving organizational climate
The campaign plans to improve organizational climate by providing formal and informal programs to harness the staff’s values, resources, and practices. The team will continue to define a clear set of goals to both the internal campaign and the external audience; this set of goals will continue to challenge the organization and require teamwork in order to meet them. The campaign will also properly allocate our material and non-material resources according to our vision.
In order to achieve these goals, the following tasks are necessary:• Continuously providing professional training to the staff, so that they can best
develop their strategic and management skills.• Hold a once weekly meeting where the staff can come together for
brainstorming as well as evaluation efforts. This meeting should consist of senior, intermediate, and junior levels of staff.
• Regularly reward the team when milestones are reached.• Empower each staff member to take the initiative to implement aspects of the
campaign and function in their respective positions.
25
Leadership/management principles
During our campaign, leaders will maintain high standards of teamwork and management will incorporate the “employee-first” policy, where our team is happy and they are therefore nice and happy with our audience.
For our campaign, “if behavior did not change, no learning took place” principle applies, as change should come by learning how an effective transportation infrastructure will enhance the audience’s lifestyle.
As an international campaign (our staff might not all be from Rio), our leaders/managers understand that there is a “mental model” to be aware of and that “Values influence behavior” wherein the following areas are focused:
• Nurturing "shared climate" by implementing "STAR Thinking“• Humility when working with our shared vision• Testing mental models, which allows for a sense of courage• Act and learn as a team by appropriately showing resourcefulness• Redirect messaging/strategy through our shared vision
Management Plan(What can you do to improve overall organizational effectiveness?)
Lessons Learned
26
• It is important for us as a team to know that our audience already has a “mental model” and we must understand it first in order to be able to change it.
• As a team, we have learned that we each come from different backgrounds and life/work experiences making us all different. We must first know and understand each other in order to make this campaign successful.
• There are different approaches to every problem, we have to try until we find what works for us and our resources/materials.
• Working on this campaign has helped us all as a team and individuals. We have learned to follow the process, include the system and keep learning!
We must “change ourselves first.”