kaps / image analysis & delivering as one tanzania stakeholder report january 2009
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KAPs / Image Analysis & Delivering as One Tanzania Stakeholder report January 2009. Introducing KAPS. Due to a lack of baseline data for UNCG to use 2007 UNCG commissioned AC Nielsen to conduct the KAPS Followed competitive bidding involving 5 MR Companies and local NGOs - PowerPoint PPT PresentationTRANSCRIPT
Confidential & Proprietary • Copyright © 2008 The Nielsen Company
KAPs / Image Analysis & Delivering as One Tanzania Stakeholder report January 2009
April 19, 2023 Confidential & ProprietaryCopyright © 2008 The Nielsen Company
Introducing KAPS
•Due to a lack of baseline data for UNCG to use• 2007 UNCG commissioned AC Nielsen to conduct the
KAPS• Followed competitive bidding involving 5 MR Companies
and local NGOs• Idea was to conduct first wave in 2007 followed with
smaller second wave in 2008 • Approach aimed to identify any changes in
communication component of DaO• Target Groups: UN staff, UN stakeholders (media, civil
society, GoT, development partners and general public)
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Research objectives
• The main objectives of the research are to:
– Provide accurate data on UN knowledge & perceptions in Tanzania – (amongst the public in general, development partners, the Government, civil
society, and the media).
– Test the DaO concept among the same target groups.
– Provide the recommendations regarding communication strategies to:
– Maintain or modify UN knowledge, attitude, perceptions, etc, in Tanzania
– Help facilitate the implementation and appropriate communication of the DaO concept.
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Schedule
•Research background–Objectives, methodology, achieved sample
•Results–Awareness –Communications –General perceptions about the UN–Delivering as One concept test–UN & humanitarian organizations performance–Humanitarian organization attribute importance–Additional questions
•Overview & conclusions
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Responding sample structure
TARGET ACHIEVED SAMPLE
General public 200
Male 55%
Female 45%
18-29 years 54%
30 – 39 years 20%
40-49 years 13%
50+ years 14%
UN Staff 101
Media 29
Government 27
Donor & development partners 29
Civil society / NGOs 25
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Highlights of results
•Awareness of UN in Tanzania high, similar to first wave results.• TV and Radio dominant sources of info in 1st wave• Schools, Adverts & press articles feature well as sources
of info about the UN in 2nd wave•Communication messages: slight changes, with Health,
Human Rights, Education and UN’s work in HIV/AIDS gaining prominence in 2nd wave•Messages about UN reform mentioned in 2nd wave, none
in 1st wave•Msgs on UN’s work in economic empowerment maintains
strong presence in both 1st & 2nd waves.
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Top of mind – by stakeholders sample type
31
10 10
0
52
4
0
11
48
3
10
3
24
8
12
4
0
5
10
15
20
25
30
35
40
45
50
55
60
UNITED NATIONS UNHCR UNICEF IMF
Media Government Donor/Development partners Civil society/NGOs
Base : Stakeholders n=110 Media 29; Government 27; Development partners 29; Civil society 25
Organizations shown mentioned by at least 5% overall
%
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Source of UN information / news (single mention)
56
24
63
0
0
0
16
19
12
28
24
20
7
7
4
3
3
2
-5 5 15 25 35 45 55 65
TV
Press article or advert newspaper/ magazine
Radio
UN information source
Printed publication/materialNewsletter
Website
School
Word of mouth (colleague, friends,etc.)
Billboard and other outdoorcommunication
%
Sources shown mentioned by at least 4% overall
Base : All aware of UN n = 275 Stakeholder 105 General Public 170
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14
14
12
10
10
9
5
5
0 2 4 6 8 10 12 14 16
Fighting of disease
Economic empowerment/ Povertyeradication
HIV
Education
Human rights.
Refugee repatriation / helpingrefugees
Maintain security
Reforming the UN
%
UN information / message
Reponses shown mentioned by at least 5% overall
Base : All aware of UN n = 275 Stakeholder 105 General Public 170
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Preferred sources of information about UN
19
15
32
17
5 43
4
1
35
28
16
35 5 5
2 3
0
10
20
30
40
50
TV Radio Press article oradvert newspaper /
magazine
Website School Billboard and otheroutdoor
communication
Printedpublication/material
Newsletter
UN informationsource
Word of mouth(colleague, friends,
etc.)
Stakeholder General public
%
Base : All respondents n = 310 Stakeholder 110 General Public 200
by general public & stakeholders
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Research Highlights (cont)
•Dislikes: UN Stakeholders view the UN as less innovative compared to General Public• Stakeholders acknowledge the UN’s role in improving
lives of poor people – (trust)• Also similar to 1st wave, the UN is considered by
stakeholders to be bureaucratic (GoT & media leading)• Perception shared by UN staff who also think the UN is
bureaucratic and not innovative•DaO concept test; there is a big improvement in the last
one year.• There is still work to be done with the GoT, though
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Overall awareness of the “Delivering as ONE ” concept
70
96
35
90
30
4
65
11
0 10 20 30 40 50 60 70 80 90 100
Stakeholder
General public
Stakeholder
General public
%
No Yes
Base : All aware of UN n = 275 Stakeholder 105 General Public 170
by general public & stakeholders
2007
2008
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Staff awareness of the “Delivering as ONE ” Levels of awareness have remained constant since 2007
0
6
3
100
92
95
2
2
0
0 10 20 30 40 50 60 70 80 90 100
Male
Female
Overall awareness by UNemployees
%
No Yes DKBase : All respondents n = 101
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Overall sources of awareness of “Delivering as ONE” concept by UN employees
65
32
25 24
10 10 8 62 1
0
20
40
60
80
100
Staffbriefings
UmojaNewsletter
Other UN inform'nsource
UNTanzania
Website
Pressarticle/
advert
Word of mouth (colleague,
friend)
Printedpublication/ Newsletter
Can't recall TV Radio
Overall %
%
Base : [YES] Those who’ve heard of DaO n = 96
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Ratings of concept - Stakeholders vs. General public Rating: 1 = Strongly disagree 5 = Strongly agree
4.17
3.87
3.56
3.053.15
3.03
2.64
2.01
3.98 3.93
3.1 3.09
2.73 2.76 2.8
1.83
1
2
3
4
5
I like the idea a lot The DELIVERING ASONE concept is meant
for people like me
The concept will helpthe UN achieve the
goals it was set up for
The concept matchesmy understanding of
the UN
The concept is easy tounderstand
The DELIVERING ASONE concept is
believable
This idea is the sameas those in otherdevelopment and
humanitarianorganizations
The concept doesNOT appeal to me
Stakeholders General public
Base : All respondents n = 310 Stakeholders 110 General public 200
MIDPOINT
Overall the responses are in the positive, i.e., above 3. However, usually a clear green light for a concept requires positive scores of 4 and above.
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Overall mean ratings of “Delivering as One” scale: 1 = Strongly disagree 5 = Strongly agree
3.97 3.97
3.62 3.6
3.36 3.34
2.94
1.96
3.543.72
3.47 3.45
3.18 3.14
2.87
2.45
1
2
3
4
5
Will help the UNachieve its goals
I like the idea a lot Matches myunderstanding of
the UN
Concept isbelievable
Easy tounderstand
Is meant forpeople like me
Same as those inother dev. orgs.
The concept doesNOT appeal to
me
2008 2007
MIDPOINT
Top box %
Base : All respondents UN employees 2008 = 101, 2007 = 40
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44
35
27
17
16
8
0 10 20 30 40 50 60 70
Bureacracy and Politics
Others
Technology challenges
Failed UN projects
The public at large
Poverty and Unemployment
%
Overall: barriers to achieving DaO UN - stakeholders
Base : Stakeholders n = 110
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65
24
23
17
15
12
11
10
0 10 20 30 40 50 60 70
Humanitarian Aid
Peace & Security
Promotion of democracy andpeace
Uplifting living standards
Donations
Administration
Others
Eduaction
%
Overall: anything else the UN does well - stakeholders
Base : Stakeholders n = 110
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32
18
17
16
15
10
0 10 20 30 40 50 60 70
Reduce beauracracy
Improve on communication
Evaluate stand in world affairs
Better project terms
Increase Transperancy &Accountability
Increase UN awareness
%
Overall: ways which the UN would improve what it does - stakeholders
Base : Stakeholders n = 83
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89
11
0
80
5
15
0
20
40
60
80
100
Easier to deal with The same as usual More difficult to deal with
Government Donor/Devpt. partners
Overall ratings by stakeholders – their experience or what they have heard about dealing with the UN
Base : Stakeholders who have heard or dealt with the UN = 38 Government 18 Donor/Dev partners 20
%
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What is the way forward
Results disseminated• Above all: we have to use the results•Different JPs, projects, etc, can further analyse the
results and make use. e.g IAGG found the results on awareness of gender amongst UN staff to be very useful to their strategy development.• Shift from concept testing, knowledge of awareness of
DaO concept to Research as a tool to support the DaO process. E.g. identification of staff competency needs for DaO etc.• Thank UNCMT for supporting the Research initiative
(lessons from private sector and NGOs in investing in R&D)
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