BUILDING AN ANTI-CORRUPTION CULTURE IN MANOUBA, TUNISIA
Client: IRI | Pillar: GOVERNANCE | Duration: 3 months
Thematic Areas: Corruption, Rule of Law
Services Provided: Strategy Development, Creative and Production, Media Planning and Buying
High instances of petty corruption during interactions between citizens and local government
o 1 in 10 of Tunisian public service users paid a bribe for a public service. This doesn’t include cases of nepotism.
o 46% of people who engage in petty corruption are between 18 and 35 years of age.
Low youth engagement and interest in local politics.
o Turnout for the municipal elections in Manouba was only 29% and nationally only 3.27% of registered voters were youth.
Lack of trust and communication between youth citizens and local government.
o Only 23% of youth have trust in the government.
SOCIAL AND BEHAVIORAL INSIGHTS
We identified the following insights to address the challenges:
Lack of knowledge and clarity on the municipality’s opening hour, costs and processes provide opportunity for corruption
Lack of planning and desire to finish tasks at the municipality quickly provides justification for engaging in corruption
The municipality is still regarded as a corrupt institution
Youth in Manouba don’t trust elected Municipal officials or staff and feel excluded from their work
Youth do not believe their engagement will change anything at the municipality
Voices of the youth are not heard in the municipality
Youth of Manouba aren’t aware of who the municipality is and what they are doing
what we did
We conducted behavioural research to gain insights into the social and behavioural drivers of petty corruption in Manouba, Tunisia
We held a strategy workshop with the Manouba municipality and local CSOs to co-develop an actionable SBCC strategy with consensus and buy in from key stakeholders
We co-developed an SBCC strategy and campaign to target the drivers of petty corruption in Manouba
We produced strategically informed creative content consisting of 14 videos, 12 graphics, and a social media package for Facebook including 9 fonts and 4 reusable templates
We disseminated the creative content online, in print and on billboards around Manouba for maximum outreach
We provided guidelines for improving engagement and communication with the municipality’s online audience
Times, costs and processes for legalizing documents at the municipality are easily accessible online and in the municipality
Comments on the municipality’s Facebook page increased by 35.7%
The Facebook audience grew by nearly 50%
The videos featuring messages from municipality officials and the Mayor reached 80% more people than other videos shared previously by the municipality
The youth audience on Facebook increased by 8%
Municipality staff have increased capacity to engage and communicate with all segments of Manouba society including youth