COMMUNICATIONS CAMPAIGN

INDIGENOUS KNOWLEDGE SYSTEMS PROGRAMME


INTRODUCTION

1998 has been declared a year of Science and Technology and the Portfolio Committee of Science and Technology is undertaking an audit to unearth Indigenous Knowledge in order to establish which of this can be transformed into enterprises and industries. The goal is to protect, preserve and promote "Indigenous knowledge" as a national heritage. The process seeks to integrate Indigenous Knowledge with the concept of African Renaissance a vision that can be developed into a tangible long-term solution that brings hope for the future.

A communication campaign is aimed to forging partnership with the community based on a continuous dialogue and trust. This proactive exercise will ensure that the community becomes beneficiary of the policy currently being formulated. It is necessary to balance the need to protect with the need to promote creativity. This is envisaged as a national event that encompasses a network comprising all nine provinces.


OBJECTIVES

TARGET AUDIENCE

  • Chiefs
  • Rural communities
  • Urban communities
  • Traditional leaders
  • General community


    • COMMUNICATION STRATEGY

  • Advertising campaign
  • Media liaison
  • Public relations
  • Education through mass media
  • Distribution of publications
  • Public participation:

    • * Follow up with the Chiefs
    * Liaison with the Indigenous Knowledge structures
    * Community meetings
    * Written and verbal submissions of Indigenous Knowledge
    * Consultation with tertiary institutions


  • Develop a theme or logo as a 'corporate image'
  • A comprehensive multi-media campaign that takes into account:

    • * Communication with rural communities in the villages
    * Communication with non - literate people
    * Urban and rural advertising
    * Religious and cultural attitudes
    * Language diversity


  • Meetings in the provinces will aim at briefing the community about the intentions of the Committee.
  • Negotiate with the traditional leaders to access other Chiefs for briefings.
  • The Portfolio Committee must continue communications with the Chiefs.
  • Setting up a confidential multilingual task team based on confidentiality to identify indigenous knowledge and to assess submissions. The team must be able to translate verbal submissions into writing.
  • The proposed constitution of the team for each province is as follows:

    • * 2 Portfolio Committee members
    * 2 Provincial representatives (from the department concerned)
    * 2 Independent experts
    * 2 Traditional leaders or community representatives

    Some of these people can be drawn from the pilot project and existing structures.

  • A network with different sectors:

    • * Indigenous Knowledge structures
    * Traditional authorities
    * Government - national, provincial and local
    * Traditional healers
    * Civil society organisations
    * Tertiary institutions
    * Private Sector
    * Science Councils and other relevant structures.

  • The campaign will start when funding has been approved.



    • IMPLEMENTATION STRATEGIES

  • Radio

    • Programmes
    Adverts
    Interviews

  • Television

    • Programmes:

         Talk shows e.g. Felicia Mabuza-Suttle, Two-Way, Take 5


  • Print Media

    • Pamphlets
    Posters
    Brochures
    Newspaper inserts
    Newspaper adverts
    Magazine features
    Simplification of the Indigenous Knowledge draft Bill

  • PUBLIC MEETINGS

    • Urban Communities

    In each province a meeting will be held in community centres. An involvement of the traditional leaders, local council, MPs, Indigenous Knowledge System structures and other stakeholders is crucial. The public will be notified through the media and pamphlets will be distributed three or four days prior to the meeting in each district. All the stakeholders will be contacted to facilitate the process.

    Rural Communities

    A situational analysis will be done. The data collected will be evaluated to determine a suitable approach highlighting the intentions of the Committee to the community.

    Methods for reaching out to rural communities:

    * Mobile promotional units road shows - drama and music.

    * Addressing congregations after church services

    * Targeting community meetings

    * Organising meetings for the general public at community centres

    * Talking to Chiefs

  • Internet Site

    • To develop a homepage on Indigenous Knowledge Systems



    DISTRIBUTION


    Publications will be distributed through:

    * Traditional leaders
    * Chiefs
    * Provincial and local government Constituency Offices
    * NGOs
    * Taxinet


    MONITORING AND EVALUATION

    Progress and summative evaluation will be important. This will measure the attainment of objectives and operating strategic communication goals. An impact evaluation can be done over a set period. A team of independent evaluators must be involved from the initial phase.



    STAFFING

    To successfully complete this project the following are required:

    * Advertising/PR agency
    * Public participation co-ordinator
    * Administrative secretary
    * An advance team to do assessments prior to public meetings
    * A team to convene community meetings.



    CONCLUSION

    The communication strategy will ensure that the community participates in the unveiling and policy formulation of Indigenous Knowledge Systems. It will attempt to assist the community to realise their potential and examine the way in which their dignity can be restored in the transformation of its efforts into entrepreneurial ventures.


    Back to Portfolio Sub-Committee Index

    Last Updated on May 31, 1998 by
    Henri Fortuin from the CSIR