Académique Documents
Professionnel Documents
Culture Documents
Table of Contents
I.
INTRODUCTION ........................................................................................................................... 1
II.
POSITIONING ....................................................................................................................... 4
2.3
3.1
Preproduction Revision...................................................................................................... 24
3.4
3.5
3.6
3.7
I. INTRODUCTION
The Citizen Participation for Responsive Governance (CPRG) program, known locally
in Honduras as Impactos, is a five-year initiative funded by USAID and implemented
by Counterpart International in partnership with the International Center for Notfor-Profit Law (ICNL) and Management Systems International (MSI). The Impactos
program consists of two independent but yet very intertwined and complementary
components: 1) the CPRG component, which aims to increase the transparency and
accountability of public institutions through support for civil society-led initiatives,
and 2) the Community Action for Prosperity (CAP) component, which aims to
improve citizen and community safety by strengthening local communities' and
governments' ability to prevent threats from gangs and narco-trafficking.
The Impactos approach consists in supporting Honduran civil society in a sustained
effort to increase transparency and public accountability of public institutions;
employing a non-partisan and non-confrontational approach toward engaging the
national government; understanding and engaging existing transparency
institutions; integrating public transparency and accountability activities into sectorspecific development programming; and, designing and disseminating targeted and
transparent program grants. It also aspires to build communities capacity to work
collaboratively with municipal authorities, the private sector, civic organizations and
patronatos (local councils) to plan and implement activities that address the root
causes of insecurity at the grassroots level, taking into consideration the unique
motivations of youth and other at-risk groups.
financially supporting civil society organizations (CSOs) and some of the expected
results are:
more than 30 civil society organizations (CSOs) improve their organizational and
technical abilities in advocacy and government oversight
a CSO self-regulatory system is created and utilized
at least 25 cases of CSO oversight of government resulting in new transparency and
accountability practices
a major transparency coalition and public movement is initiated and expanded
500,000 people are reached by program public information campaigns aimed at
changing perception and participation in corruption
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collaborative relationships are established between civil society and
government entities, resulting in 15 newly introduced transparency practices
20 CSOs have begun or increased oversight of public institutions
15 new practices are introduced and adopted in National Congress and other
government institutions to increase transparency
By the end, the Program will have contributed to Honduras by improving its rank on
both the Transparency International and Americas Barometer corruption indices
which reflect both perceptions and reported instances of corruption. Increased
transparency and accountability will ultimately lead to improved socioeconomic
conditions for Honduran citizens.
The Community Action for Prosperity (CAP)
CAP Program in partnership with Management Systems International (MSI) seeks
the goal to improve citizen and community safety by strengthening local
communities' and governments' ability to prevent threats from gangs and narcotrafficking.
This goal is framed by three programmatic objectives: (1) To improve multi-sectoral
capacity to provide coordinated and comprehensive responses to changing security
needs; (2) To improve municipal capacity to provide effective crime prevention
services; and (3) To expand opportunities for community led initiatives. CAP will
build communities capacity to work collaboratively with municipal authorities, the
private sector, civic organizations and patronatos (local councils) to plan and
implement activities that address the root causes of insecurity at the grassroots,
taking into consideration the unique motivations of youth and other at-risk groups,
and will give them the tools to implement activities to improve conditions within
their community in a participatory and inclusive way.
CAP will focus all program activities around the following core themes:
Participatory: mobilizing a wide spectrum of government, private and civic
community leaders;
Revitalizing:
improving safety and increasing opportunities as a means of
reinvigorating the productive capacity of the community, including expanded
access to public services, vibrant economic activity, an educated and hopeful
youth population and safer local environment;
Localized: strengthening the ability of local governments, local civil society
organizations (CSOs) and community based organizations to design, manage and
implement crime prevention projects in a results-based and sustained manner;
and
Synergistic: coordinating with local and international partners at all levels to
ensure targeted communities benefit from other resources that complement and
expand CAP-supported activities.
In fulfillment of the Grant Agreement, Counterpart International has prepared a
Branding Strategy and Marking Plan (BSMP) which covers from the definition of the
Programs name to the request for presumptive exceptions based on the specific
nature of this Program and the role that Honduran CSOs and Government Institutions
will play in the implementation of the Program.
them complementary to each other, therefore both components will use the same
Branding Identity so that program implementers can use the Impactos brand in an
adequate manner to enable the achievement of Program goals.
2.1 POSITIONING
PROGRAM NAME
The Programs official name is Citizen Participation for a more Responsive
Governance. Nevertheless, to make it more easier to understand for civil society
organizations, government officials, community members and other stakeholders
it will be known as Programa Impactos (Impacts Program) which in Spanish is an
acronym for Impulsando la participacin ciudadana, transparencia y
oportunidades sociales (Fostering citizen participation, transparency and social
opportunities). It is expected that the program will generally be known and
referred to as Impactos. The name is a call for civil society to lead and obtain
measurable results in government anticorruption practices and accountability
initiatives, as well as community based citizen security actions with support from
local governments.
This program touches on highly sensitive aspects related to the work carried out by
state institutions and by public officers in fulfilling their duties in regards to
transparency and accountability. Considering that it will be the CSOs that will lead
these advocacy processes before decision-makers of the Government of Honduras
(GOH), the proposal is to limit the visibility of the United States Government and
its support to the people of Honduras, to avoid perception of interference in purely
national and highly sensitive issues, especially considering the sensitive political
and social situation currently unfolding in the country.
IDENTITY
The Programs identity has been defined through a combination of a symbol, a
name and a tagline, which may be used either through a combination of all or
separately depending on the circumstances but which will nevertheless allow the
Program to be recognized instantly by all stakeholders. The following elements
define the Impactos Programs identity:
Symbol: Represented by three human figures seen from above, forming a
triangle whereby each figure represents an indispensable axis to achieve equity,
balance and integration through participation of the individual, society and the
government as key stakeholders of this program;
Name: Impactos (Impacts)- short and simple, written in a modern font all in
lowercase
Tagline: As the name, it is also in lowercase and defines the acronym:
impulsando la participacion ciudadana, transparencia y oportunidades
sociales (Fostering citizen participation, transparency and social opportunities).
Illustration No. 1 represents the elements that define the Programs identity.
Tagline
The green and orange colors chosen represent the programs neutrality and nonpartisan position. Green symbolizes dignity and well-being, balance, learning,
growth, harmony and hope. Orange is an energetic color which stimulates activity
and encourages socialization; orange also relates to safe environments. Within its
application, the identity can also be represented in black, grey and white against
backgrounds. Illustration No. 2 indicates the colors which will be used.
ILLUSTRATION NO. 2: COLORS
This identity will reinforce the Programs presence and visibility through its
constant use on printed materials such as invitations, brochures, posters, web
pages, and visual communication among others. Through the constant use of this
identity, and as it becomes our main identification, the Programs public image
will be consolidated. Illustration 4 depicts the Impactos Program identity:
Horizontal Identity
Full Color
Black&White
Vertical Identity
Full Color
Black&White
Communication
Product
Project Launch
and Close-Out
Conferences
Press
Conferences
Start Date
August,
2011
Frequency
Twice
As required
August
2011
Annual
revision
Audience
USAID, CSOs, central
and local government,
media representatives,
and Honduran citizens
USAID, CSOs, central
and local government,
media representatives,
and Honduran citizens
USAID, CSOs, central
and local government,
and local media,
Honduran citizens
Dissemination
Local media
Local media
Delivered to partners
and other groups at
meetings and events
and included in basic
Visibility printed
material
(Banners, Folders,
booklets, etc.)
Visible digital
material,
CD-ROM, DVDs
(to be used in
trainings, courses,
conferences)
Webcast,
e-invitation, or
other email sent
to group list and
other interactive
activities
Success Stories,
beneficiary
testimonials
Press Releases
August 2011
As required
August 2011
Annual
revision or as
required
Distributed at program
events
As required
Specific audience
within the already
defined audiences
according to purpose
Through electronic
means
Quarterly
USAID, Counterpart,
ICNL and/or MSI, CSOs,
Public institutions and
Honduran citizens
As required
September
2011
March 2012
Disseminated at all
public events
MAIN MESSAGE
The Programs main message will be: Impactos, implemented by Counterpart
International, is working closely with civil society to promote viable and
measurable initiatives to improve governance in Honduras through projects that
promote transparency and accountability in public institutions. This message will
be implicit throughout the programs external communications.
2.3 ACKNOWLEDGEMENT AND DISCLAIMER STATEMENT
CO-BRANDING WITH CSOs
In recognition of the important role that CSOs will have as lead implementers of
this program, and considering the fact that they will also be actively
participating with at least 20% in-kind contribution, all visibility and
communication materials will be co-branded with the program identity and the
corresponding CSOs identity as indicated in Illustration 2.
ILLUSTRATION NO. 4: CO-BRANDING WITH CSO
CAP
Letterhead
Folders
Business cards
Posters
Press releases
Fact sheets
Brochures, leaflets
Reports
Success stories
Publications
Flyers
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Caps
Pens
Pencils
Notebooks
Key holders
T-shirts
Flash memories
Stickers
The Program will also produce audio and visual material, videos, and electronic public
communications that will be a part of the Programs public communication and will
include but will not be limited to the following:
Web sites
Videos
Radio messages or
announcements
With the exception of quarterly and other program specific internal program reports, all of
the above mentioned public communications will not be marked with the USAID Identity,
Counterpart International, MSI or ICNL identities. Nevertheless, if such public
communication is under the sole responsibility of Counterpart, MSI or ICNL, it will be
presented to USAID to be reviewed and authorized if so agreed with the AOTR prior to
production or printing. These public communications will only be marked with the
Programs identity and the corresponding CSOs identity. Publications to support trainings,
seminars, workshops, and similar events when produced directly by Counterpart
International, ICNL or MSI such as studies, reports, manuals and web site publications and
non-written material will also be revised and approved by USAID prior to publication if so
agreed with the AOTR.
For public communications produced by CSOs and/or public institutions, prior USAID
approval will not be requested and will only be marked by the Program identity and
corresponding CSO identity and/or public institution identity. In this case, and if so agreed
with the AOTR, such communications will contain the following provision:
This study/report/web site (specify) is made possible by the support of the American People
through the United States Agency for International Development (USAID.) The contents of
this (specify) are the sole responsibility of (name of organization) and do not necessarily
reflect the views of USAID or the United States Government.
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Front
Back
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13
14
15
16
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18
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20
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Events
Throughout the Program a series of events including training courses, conferences,
seminars, workshops, exhibitions, informative sessions, press conferences and more will
be conducted. Events will not be marked with USAID Identity but will rather bear the
Impactos Program identity and that of the corresponding partner or public institution
that is a part of that specific event. All events will include at least one program banner
bearing the Impactos identity.
ILLUSTRATION NO. 20: PROGRAM BANNER
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Vehicles
All Program vehicles will be visibly marked with the USAID Identity
ILLUSTRATION NO. 21: MARKING ON VEHICLES
Equipment
All equipment, including that purchased by CSOs through Program funds will be
marked with the USAID Identity and will include the phrase Property of USAID. No
presumptive exception is requested for marking of equipment.
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TYPE OF MARKING
Quarterly Reports and Studies Cover page will include the USAID Identity, GCSS and
produced by Counterpart or its Counterparts Identity in the position and proportions shown
implementing partners (ICNL or above
MSI)
All equipment including that Equipment will be visibly marked using the following two
purchased by subgrantees
stickers
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Public Communication
Letterhead
Business cards
Press releases
Brochures
Leaflets
Banners & signs
Success stories
Flyers
Posters
Fact sheets
Paid
announcements
Web sites
Videos
Radio messages
The goal of the program is to increase the transparency and accountability of public
institutions through support for civil society-led initiatives. Program objectives are: (1)
Improved effectiveness of civil society to advocate for transparency and accountability of
public institutions; and (2) improved capacity of public institutions to address gaps in the
enabling environment for transparency and accountability. Expected program results include:
increased civil society oversight of government; changes in government attitude and action in
transparency and accountability; changed perceptions and acceptance of corrupt practices;
planned impact from each program grant such as increased prosecution of accused
government officials; increased transparency and limitations on campaign contributions and
the establishment of a National Congress expenditure reporting mechanism among others.
Promotional Material
Caps
T-shirts
Key holders
Pens & pencils
Notebooks
Flash memories
Stickers
Events
Conferences and
forums
Workshops and
seminars
Study Tours
Consultations
Meetings
Reducing petty corruption among government workers with whom the public regularly
interact (teachers, police, licensing offices, etc.)
Initiating a deliberation period prior to signing major national licensing contracts (media,
natural resources, etc.)
Publicizing the solicitation, award, modifications and results of government direct and
emergency contracting
Pressing for greater judicial autonomy and stronger sentencing for officials convicted of
corruption
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