Development Cooperation Handbook/The video resources linked to this handbook/The Documentary Story/Searching for the questions to ask
Searching for the questions to ask
The initial job I have given to the partners is to understand “the communication needs” of our target audience, which at present is not the general public, but the public opinion makers, subdivided primarily in three groups: teachers, media personnel and public authorities. What kind of information do they need so that they can inform their own public?
While understanding the information need we have been using the same pattern that is used in awareness campaigns in development cooperation work, which is very different from the approach used by marketing companies. While marketing companies want to understand what people want to be told, in awareness campaign actions you try to understand what people need to be told. While in marketing campaign you tell what people want to listen, but actually you put on a message which is in your interest, and not in the interest of the target, in awareness campaign you tell what may be an “inconvenient truth”, and you do for empowering better informed free choices in your target, that may or not be convenient for others.
Our partners in Romania and Bulgaria and some partners in Italy did a good job. They came out with the difficulties that the opinion makers have there to inform their public about the scope of international cooperation for development. We listed out 10 primary difficulties and we then framed the questions from which we may get answers to those difficulties. We then subdivided these questions into 10 main issues, under which we collected the opinions of the different stakeholders. In this way we as the project proceeds we are able to compare the approaches of people of different cultural background and reveal how they differ in understanding global issues.
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Backstage ⇒ Stefano talks to Mirela and Liviana