Creative Associates is implementing the I-PACS media component to build a strategic relationship between media and civil society and to develop understanding and positive public attitudes toward CSOs among the general public, where there is little knowledge of CSOs or the work they do. Creative works with the message makers (CSOs) and the messengers (media outlets) to raise awareness of the work and nature of the civil society sector, as well as the goal and objectives of I-PACS. Creative does this by producing and disseminating reports and holding meetings, seminars, interviews, roundtables, workshops and trainings for media and civil society organizations. Creative also works to create healthy, positive relationships between the media, CSOs and the government.

Media Strategy

Early in Phase I, Creative developed a Media and Communications Outreach Strategy for I-PACS. The purpose of the Strategy is to identify opportunities for improving CSOs’ internal and external communications. Creative distributed 3,900 copies of the Strategy to various CSOs and journalists. (Click here to download the I-PACS Media and Communication Outreach Strategy.)

Radio Dramas in Support of Civil Society

Creative Associates and Equal Access produced and broadcast 20 episodes (10 in Pashto and 10 in Dari) of the Wadan Kalay/Dehabad (Developing Village) radio dramas on Radio and Television of Afghanistan (RTA).  RTA reaches 65% to 85% of the population in each province. The dramas were also aired on 7,000 Equal Access satellite receivers nationwide. In addition, Creative made 600 CDs (300 in Dari and 300 in Pashto) of the dramas and distributed them to 47 radio stations and 200 CSOs.  The 47 radio stations then aired the program, reaching all 34 provinces.

Media Public Fora and Focused Group Discussions

Creative organized 11 roundtables with various government and non-governmental actors to discuss a variety of civil society themes, a debate on National TV of Afghanistan on the role and achievements of NGOs, and two workshops for 200 journalists and 200 CSOs on the role of radio journalists and civil society actors in the development of civil society. Creative also conducted a two-day workshop for the Bakhtar Information Agency, the government media agency working under the Ministry of Information and Culture. One hundred (100) people, including 68 Provincial Directors of Bakhtar and over 50 representatives of CSOs participated in the event. In addition, Creative held a large street theater performance in which over 2,000 people participated. The purpose of the street theater was to increase public awareness through capitalizing on non-traditional means of information dissemination and to highlight writers’ and poets’ role in promoting civil society.

Public Outreach through a Network of Ulemas and Mullahs 

Creative conducted eight roundtables, four in Kabul, two in Herat, one in Mazar-e-Sharif and one in Nangarhar, in which a total of 64 Ulemas and Mullahs (including 11 women) participated. The goal of these discussions was to understand Ulemas’ and Mullahs’ perceptions of civil society and their role in its development. In Phase II of I-PACS, the participants of the roundtables will come together in a workshop to determine next steps.

Monthly Gender and Media Discussions with Journalists

Counterpart, in coordination with the South Asian Free Media Association (SAFMA), conducted a two-day gender awareness workshop for 25 journalists. In response to a request made by the participants, Counterpart instituted a monthly discussion group which also includes the I-PACS Media Focal Points and Gender Focal Points.  These gender and media discussion groups aim to further increase the journalists’ ability to investigate and write reports that are gender equitable and to build the capacity of the Media Focal Points to utilize the media to promote their organizations’ activities. 

Capacity Building

Creative conducted 19 trainings on communication and building relations with the media. A total of 379 people (25% women) from 171 organizations and nine government ministries participated in the trainings, which built relationships between the government, CSOs and the media, and also increased their capacity to better communicate their messages to the wider public.

Click here to download I-PACS Media and Communication Outreach Strategy