A Media Strategy to promote greater Tolerance should ideally be based on the best match between Problem and Solution, (in)Tolernace and underlying Causes, the Target Audiences, and desired Outcomes (in terms of modifying Knowledge, Attitudes, and Practices).
The proposed media campaign by TRACE partners aimed at promoting greater Tolerance in Zimbabwean society is going to be branded using the letter T made with two hands. As an initiative under the program to promote Transparency, Responsiveness, Accountability and Citizens Engagement (TRACE), the Udugu managed Enhanced Dialogue Initiative recognizes that dialogue is often hindered by deeply-held positions by those intending to promote change in policies, programs, and social development.
When planning a campaign on a societal issue as complex as Tolerance, the approach has been to use a three-element framework as follows:-
Variables that define the nature of (in)Tolerance:-
- Differences such as colour, language, ethnicity, gender, and others.
- Disagreements over what to do about these differences, driven by such contextual issues as culture, religion, socialization, and others.
A clear understanding of the nature of the problem, and which of the following three reasons explain the continuation of disagreements on how to address differences:-
- Is it a lack of Knowledge on the part of individuals and the population?
- Is it the existence of inappropriate Attitudes within society and individuals?
- Is it the prevalence of unacceptable Practices by individuals and institutions?
An articulation of the main dimensions of (in)Tolerance to answer the questions:-
- What can and should be done to promote desired Tolerance?
- What can and should be done to promote undesirable inTolerance?
Examples of (in)Tolerance Dimensions:
- Sexual orientation
- Mental illness
- HIV stigma
- Gender violence
- Child marriages
The approach has been to argue that a sound campaign should be based on answers from the following three questions:-
What is the nature of the (in)Tolerance?
Why does the problem exist?
What are the dimensions of (in)Tolerance?
The campaign’s goal is to promote Tolerance underpinned by such values as democracy, human rights, individual rights, societal rights, and others; while advocating for the inTolerance of values that harm individuals, communities, and society at large.
Mungai N. Lenneiye, Udugu Founder Trustee and Director, 24 June 2019, Harare.