ENHANCEMENT OF ANTI-CORRUPTION EFFORTS

IN LITHUANIA

RESEARCH ♯ 1 : MAP OF CORRUPTION *

Problem: most Lithuanians judge corruption negatively. Nevertheless 70 percent of Lithuanians are ready to give a bribe to solve their personal problems. This rate is one of the worst in the European Union

* Transparency International Lietuva, 2007

GOING DEEPER…

Personal attitudes toward the fight against corruption are indifferent

Corruption is usually viewed as a way to solve personal problems and the typical opinion is that a corrupt person is one who takes a bribe, not the one who gives

Only 18 % of potential whistleblowers know where or how to report corruption

CLIENT: Special Investigation Service of the Republic of Lithuania (further - STT)

While there is some trust in the STT and it is considered the best-rated of all law enforcement institutions, the level of confidence in its work and results is only satisfactory

RESEARCH # 2 MEDIA AUDIT

Journalists are very interested in the STT and its activities, but focus on major scandals

Limited interest of media in the many STT routine cases, which can communicate about constant efforts to fight against corruption

Insufficient media relations and involvement from the STT side: (disclosure of information regulated by the Code of Criminal procedure, cause the STT themselves to limit virtually all communication)

GOALS

Improve knowledge about corruption Raise the intolerance level to corruption in regions of Lithuania Increase awareness of anti-corruption efforts explaining how

citizens can help fight corruption (Call to Action) Change the perception of the STT into a helpful, “user-friendly”

agency, rather than as a secretive and all-powerful institution Establish and develop effective media relations of STT

INTEGRATED STRATEGY

Social information campaign with involvement by national TV, cinema theatres and local print media advertising

Public relations program which support social information activities and develop media relations

CONCEPT OF SOCIAL INFORMATIONAL CAMPAIGN

Target: 26-40 year old regional inhabitants who have regular working contacts with State and Municipal institutions and entrepreneurs

Appealing and easily responded messages to ordinary people sitting in their own homes, surrounded by their families, watching TV or reading the newspaper

Main message: “Together we can block corruption” All advertising materials promote the STT hotline

SOCIAL INFORMATIONAL CAMPAIGN*

2 social information TV clips (encouraging intolerance to corruption were produced and shown via national Lithuanian TV and before films in cinema theaters

Print advertisements published in 11 regional papers Posters promoting the fight against corruption placed in 55

municipalities 5.000 anticorruption stickers and cushions (I will report, if

you will offer me a bribe) placed on police cars

* Partner – advertising agency VRS

CONCEPT OF PUBLIC RELATIONS PROGRAM

Three phases:

Media audit of the STT image in media and media trainings for STT officials

Consolidation and maintenance of media relations with a unifying message

Development of communication with media

A conscious decision was made to not buy any articles or media space, but rather to make the message interesting and timely enough for the media to pick it up directly.

PUBLIC RELATIONS ACTIVITIES

2 media training sessions “Effective media relations” for the top officers of the regional and central departments of the STT

Special training session for top officers 3 live interviews building the STT’s credibility on National Lithuanian

radio 4 press interviews with STT regional leaders, emphasizing the

effectiveness of STT in regional papers 9 press-releases 1 special media event about the past results of STT activities 11 special educational features based on the principle FAQs: “Ask

the STT” in the most popular news portal delfi.lt

RESULTS

In total, the message of the social information campaign reached 84% of the target audience (at least once). 65% of the target audience saw the message at least 3 times

Total media coverage: 80 reports/publications in TV, radio, national and regional press, internet and news agencies

Subsequent impact – currently, the media nearly each day continues to report about STT’s battle against corruption

Reporting about potential corruption in 2008 Q4 increased 29% Awareness of potential whistleblowers how and where report

about corruption increased from 18% to 37%

REPORT CORRUPTION IN LITHUANIA:

+370 5 2663333

THANK YOU!