This draft concept of Social Marketing Campaign for Peace (SMCP) has been submitted by SMD to The Asia Foundation Nepal, in respond to our recent discussion with Mr. George Verughese, Deputy Country Director. Social Marketing is the planning and implementation of social development programs design to bring about social or cultural or political changes using concept from commercial marketing.

Challenges

The successful negotiation for peace depends upon how the people of Nepal in and outside conflict-zone feel think and behave during pre and post negotiation period. Rehabilitating militia into normal lives, normalizing their relationship with people, and changing people’s attitude and behavior are the key challenge that this program will face. Its success also depends upon the support it gets from major stakeholders including political parties, human rightist, civil society and even the rebelling party.

Vision of Peace

The democratic government of Nepal has re-declared peace and prepare to become a Zone of Peace by the end of January 2007, Kathmandu, Nepal

SM Goal

To complement Government’s effort to establish peace in the country by providing social marketing and Technical Support to “Peace Secretariat” and others involved in the peace process.

Objective

1. TO gain /restore and maintain “stability, peace and normalcy” in the country
2. To create proper environment for pre and post negotiation
3. To motivate/help “ special people” (both rebels and victims) to rehabilitate in their own “homes” (both physically and mentally)
4. To promote peace after negotiation and ceasefire period
5. To prepare conducive environment for the people to regain mutual confidence, accountability, enthusiasm, patriotism, positiveness, in all sector for national prosperity and affluence
6. Promote national integrity, brotherhood among various ethnic groups
7. To improve economic confidence among average Nepali and to motivate them to take part in economic activities

Key features /tools proposed

Þ Pre-program assessment to get input form major stakeholders

Þ Coordination with different line agencies at central as well as district level

Þ Social marketing Advertising and mass media

Þ Advocacy

Þ Community work

Þ Rehabilitation of Militia

Our approach and philosophy

Þ Harm reduction to both parties

Þ Neutrality – a neutral program to maintain peace/ will not side with any side

Þ Non-violence and respect for basic human right

Þ Respect for Geneva Convention

Þ Rehabilitation

Strategic Objective

1. Piloting /testing and exploring various ideas, methods, strategies, options, and opinions to address this problem through initial assessment with stakeholders
2. Developing a social marketing plan, strategies and action plan including media plan for pre- and post negotiation phase to ensure permanent peace in the country.
3. Working with HMG’s “Peace Secretariat” and other stakeholders to apply the strategic plan at various steps
4. Developing conducive-environment for peace by preparing and getting public support from all walks of life through media, social mobilization and community work.
5. To motivate local level communities, local government and political parties to focus on peace process

Strategic objectives

Þ Promoting peace and prosperity through major media channel, I/NGOs, local organizations and other resources available in the country through the development of a “National level Peace Logo” and various advertising and promotional programs promoted through electronic, print and human media.

Þ Advocacy for the necessary pre-requisite steps for during pre and post negotiation stage to sustain the negotiated peace.

Þ Create and offer special benefit and rehabilitation package for militia against their surrender of guns and their victims (not cash but through policy level)

Þ Getting commitment from major parties, civil society, Human right organizations etc to agree to minimum national interest and peace.

Þ To promote human rights and charter of Geneva Convention among all

Þ Create new jobs by further strengthening Man power companies

Þ Provide economic empowerment at district level

Þ Advocacy relieve taxes,

Þ Social mobilization

Formation of social marketing advisory group

This committee will guide the whole program and is a strategic aspect of the program.

Representatives from major political parties, Human Right organizations, Major Media, and I/NGOs, and if possible even from within local area commander for mutual harm reduction and rescue

Þ At central level-

Þ District level

Marketing Strategy

Umbrella Logo/Theme

A National level peace logo, and signature music will be developed that will represent and send underlying message of peace, patriotism, to the listeners/viewers. It will be attempted to get support of major political parties (if possible even by CPN Maoist, as it will offer to serve their interest indirectly), human right organizations, civil society, media and etc who will agree to adhere to minimum human and national some basic national interest. Such logo will be non-political, and promoted to be symbol of higher national interest. It will be used in all the communications, promotional and advertising materials. This logo will symbolize national unity and national mandate for peace.

TV and Radio Program:

Major electronic media (TV, Radio, Telecommunications, IT Servers, website etc) will be given some subsidy and technical assistance to develop and broadcast various programs that will help restore peace between “people” (both surrendered rebel and victims preventing the revenging attitude)

Some of the program envisioned at this stage may be- comical serials, Soap opera, commercial radio and television commercials and jingles, website discussions. It will be done in partnership with the believe that every one will be more than willing to contribute towards peace process. However there should be some initial fund

Film/documentary

Similarly some private individual students, professional associations, intellectual groups will be invited to develop documentary or publication in their own unique way and will be awarded for the best performers.

Print media

Print media, as they will also be in advisory panel will also contribute to promote peace through their own unique way. Technical assistance will be provided.

The theater for development (TDF) and Street drama

The TDF is an advance form of street drama, which will not only show the program but also follows up and coordinate. They will be specially designed and also localized.

Cinema Halls will also be brought in the SM circle to involve them in the peace process.

Advocacy

As a part if social marketing approach, there will be advocacy and pressure groups that will promote fairness and check and balance. Advocacy will also be needed to promote the idea of offering special rehabilitating package to militia who surrender.

(Detail program will be developed following the further suggestion from TAF)