Corruption Prevention & Education Principles:
- Go to the source of corruption: ACC has identified a key social interaction – the public official-citizen relationship – where corruption is common while the possibility to empower citizens is high. Campaigns based on this principle will focus on implementing two-pronged activities that reach perpetrators and victims. Go to the Source campaigns will pressure perpetrators by reminding them of negative consequences of corruption, while simultaneously educating and encouraging their “clients” on how and why to report it. Targeted messages and campaign vehicles will reach a substantial number of people at the place where corruption happens – in their everyday lives.
- Make it personal: In a related way, all campaigns will prioritize communications messages that make direct appeals to target groups –such as villagers, citizens receiving public services, etc – about how corruption affects their daily lives. Messages and campaigns will focus on daily life where the effects of corruption are most acutely felt but often unrecognized.
- Universal message: REPORT CORRUPTION. HERE’S HOW: Reporting corruption will be consistently positioned as easy and safe. All messages and materials to include a message about how to report and where to report corruption and protection for those who do report.
- Prioritize maximum reach and cost effectiveness: Awareness is a prerequisite for action. Because most people are not aware of anti-corruption efforts, activities will prioritize maximum reach, while still delivering high-quality messages. ACC will give priority to cost-effective interventions (i.e. relatively low cost per person reached) that focus on specific targets. In some cases – for example, trainings by the Prevention Wing for government departments – cost per person will justifiably remain higher; however, the overall goal for the next five years should be to expand numbers touched by campaigns.
- Utilize partnerships: Whenever possible, strategically utilize partnerships – with media, civil society, faith-based groups, and other government agencies – to bring attention and increase scope to help meet objectives and reach target audiences with specific, priority messages.