Project Title: Beyond Differences Civic Education Campaign

Implementer: TRUTH ETHIOPIA

Consultant: Just The Truth Trading PLC
Campaign Description

Truth Ethiopia will Conduct a 3-4 Month Civic Education Project (dubbed “Beyond Differences
Campaign”) focusing on three Components namely;
1. Voter Education (Registration and Voting Processes),
2. Conflict Prevention/Resolution,
3. COVID-19 Messaging in an Election Year.
The Project, initiated by Truth Ethiopia with the participation of its stakeholders (including relevant
government institutions, donors, and corporate public & private business organizations), will be
implemented throughout the Regions of the Country.
In addition, it will hold a Leadership and Innovative Voter Education & Conflict
Prevention/Resolution for sustainable, democracy and development Conference in Jigjiga followed
by a series of training workshops with a focus on the three Project Components listed above. This
will be in Collaboration with the Somali Non-State Actors Coalition (SONSAC) and other Relevant
Stakeholders.
Project Geographic Focus: Countrywide – all regions of the Country.
SPECIFIC OBJECTIVES
1) Increase Stakeholder Support and Participation
2) Increase turnout at registration and on Election Day and reduce spoilt/rejected ballots/votes
while also increasing participation of disabled persons, intermittent voters, the first-time
voters, youth, women and IDPs in the 2021 general election.
3) Conduct Election Peacebuilding to help Prevent, resolve, and mitigate election-related
violence.
4) Help provide independent scrutiny, detect, and deter electoral fraud and malpractices
(assessment, observation, studies, etc.) before, during and post-election.
5) Sensitize on and/or help Prevent/Reduce COVID-19 incidence.
IMPLEMENTATION
Project Specific Activities
Short Start End
Objective Activity Description
Form Date Date
Signup-for-Beyond Differences Civic Education: Presentations & Stakeholder Sign Ups at 9 Jan Feb
1 S4BD
Regional State Capital Cities. 30 22
2 H2R How-to-Register: Educate Ethiopian on why and how they should register & vote. Feb 1 Apr 9
Beyond Differences Conference: Led by Truth Ethiopia, the Somali Non-State Actors
Coalition will hold a Civic Education Conference on Leadership and Innovative Voter Feb Feb
3 BDC
Education, Prevention of Election-related Violence and COVID Management in an Election 25 27
Year.
Vote-for-Integrity: Inform & encourage Ethiopians that Voting for good ethical &
development-oriented leaders is voting for oneself, for Family, for food on the table and for Apr Jun
4 V4I
Country. Helping citizens acquaint themselves thoroughly with the voting process and the 10 10
fact that voting wisely and peacefully will benefit them, their families, and communities,
Vote-for-Inclusive-Participation: Educate potential voters on why and how they should
Jun
5 V4IP avoid excluding Women, the Youth, PWDs and other marginalized groups in the Electoral Feb 1
10
Process and to allow for full and inclusive participation of all Ethiopians.
Vote-for-Cohesion/Celebrate Diversity: Educate Ethiopians on why and how they should
Maintain Peace and National Cohesiveness in the period leading to, during and after the
Jun
6 V4C/CD 2021 General Elections. Show Ethiopians why they should celebrate diversity and the Feb 1
10
necessity of promoting or helping maintain Peace & Security in our Neighbourhoods,
Regions & Country.
7 CC4E COVID-Control-For-Elections: Given the current COVID-19 pandemic, TRUTH ETHIOPIA will Feb 1 Jun
 deliver COVID Messages and take the appropriate precautions while implementing the
Beyond Differences Civic Education Campaign in accordance with WHO Guidelines and 10
Ethiopia’s Ministry of Health instruction.
IMPLEMENTATION METHODOLOGY
1) An Innovative Approach (A 4-STEP EADD PROCESS) as follows:
a) Engage Stakeholders: Taking a Consultative, Advocacy & Social Mobilization approach to ensure
Stakeholder Support/Participation in the Beyond Differences Civic Education Campaign.
b) Rapidly Analyse: an Advance Team to Conduct a Rapid Assessment to provide descriptive information
on knowledge levels, observations, opinions, and recommendations of various respondents on the
specific Objectives to inform the development of relevant, targeted and Context-aware Message
Content the three Components of the Beyond Difference Civic Education Campaign.
c) Design: Informed by the Rapid Analysis, Create Strategies for Implementation and Produce the
Civic/Voter Education Message/Content. This will lead to the production upto of 5-minute
Documentaries in Walkthrough formats on each Project Component in each of the main Regional
and/or Amharic and English Language where the Project will be implemented.
d) Deliver The Three Components Messages using 10 large Vehicle-mounted Digital Screens in Pre-
Organized Outdoor Civic Education Events Format accompanied by an intensive Social Media
Campaign, TV & Radio (provided by partnered Media Houses) and Public Interaction and
Entertainment Teams:
i) These Messages will be delivered through at least 60, eight-hour days of Voter Education per
Region over the 3 Months of the Campaign which will consist of a five-hour Video-Roadshow
culminating in up to a 3-hour pre-organized Event per day. Each Component/Objective Messages
will be run on the Digital Screens at least 8 times per Event. Overall, the Campaign will deliver 660
such Video-Roadshows/Outdoor Events in at least 9 Regions and the 2 City Administrations.
ii) Every Video-Roadshow/Outdoor Events will also be recorded by Project Production Team, a copy
of it handed over to the NEBE local representative (if present) as a prove that Civic Education has
been conducted as agreed in the location in question and a further date/time stamped Video and
still photographs of Screenings also delivered to the participating Stakeholders (including NEBE
Head Office) at the end of the Project.
LIVE OUTDOOR EVENT ACTIVITIES ORGANIZATION & MANAGEMENT

1 2 3
Pre-Event Live Event Post-Event
1. Event Planning, site 1. Event Editing,
survey & 1. 3 hours 40 minutes of
informative and 2. Reporting & Analysis
Consultation 3. Documentary
2. Conducting a Entertaining Action,
2. Social Media engagement Evidence production
Publicity Campaign for Partners
3. Event Program and interaction
drafting based on the 3. Live Event Recording,
site survey & the Monitoring & Control
Publicity Campaign
 Live Outdoor Event Program
1. Introductory Entertainment & Public Interaction:
1.1. A Voter Message Song: upto 3 Minutes
1.2. A Drama Skit: 5 Minutes
2. Opening Speeches:
2.1. Local Administration: 3 Minutes
2.2. Local Community Leader: 3 Minutes
2.3. Local Religious Leader: 3 Minutes
3. Introducing the Partners by displaying them on the Screen: 3 minutes,
4. 120 Minutes of Beyond Differences Civic/Voter Education using the Vehicle-Mounted Digital
Screens interspersed (with 8 intervals of 10 minutes each) of Public Interaction,
entertainment, and Feedback Collection before/after delivering the Civic Education messages.
5. Social Media Engagement coordinated by the Project Digital Communication Team during
each event.
OUTDOOR EVENTS TEAMS
1. RasMOBILE Team - A Threesome Team of Driver/Mechanic, Electrical Engineer & Team
Leader
2. Advance Event Organizer Team - Event Site Survey, Stakeholder Engagement, Security, etc.)
3. Public Interaction (including Feedback) - Youth, Women/Traditional Artists and Entertainers
4. Content Production Team (Video/Photography)
5. Media Team (Social & Traditional Media)

FUNDING
The Truth Ethiopia approach to funding its self-initiated Beyond Differences Campaign is by offering
Civic Education Services on a Shared Platform. This means that it has put in place the Technological
and Human Resources and targeted/context-aware Project Content Messages. Truth Ethiopia will
target three (3) Categories of Stakeholders as potential Project Funders, Message Sponsors,
Exhibitors, and Advertisers. These include Public Sector Organizations (mainly Gov’t Institutions &
Political Parties), and Donor NGOs/Development Partners Private Businesses.