KAPs / Image Analysis & Delivering as One Tanzania Stakeholder report January 2009

1. KAPs / Image Analysis & Delivering as One Tanzania Stakeholder report January 2009

2. Introducing KAPS • Due to a lack of baseline data for UNCG to use • 2007 UNCG commissioned AC Nielsen to conduct the KAPS • Followed competitive bidding involving 5 MR Companies and local NGOs • Idea was to conduct first wave in 2007 followed with smaller second wave in 2008 • Approach aimed to identify any changes in communication component of DaO • Target Groups: UN staff, UN stakeholders (media, civil society, GoT, development partners and general public) KAPs & Image Analysis Report

3. Research objectives • The main objectives of the research are to: • Provide accurate data on UN knowledge & perceptions in Tanzania • (amongst the public in general, development partners, the Government, civil society, and the media). • Test the DaO concept among the same target groups. • Provide the recommendations regarding communication strategies to: • Maintain or modify UN knowledge, attitude, perceptions, etc, in Tanzania • Help facilitate the implementation and appropriate communication of the DaO concept. KAPs & Image Analysis Report

4. Schedule • Research background • Objectives, methodology, achieved sample • Results • Awareness • Communications • General perceptions about the UN • Delivering as One concept test • UN & humanitarian organizations performance • Humanitarian organization attribute importance • Additional questions • Overview & conclusions KAPs & Image Analysis Report

5. Responding sample structure KAPs & Image Analysis Report

6. Highlights of results • Awareness of UN in Tanzania high, similar to first wave results. • TV and Radio dominant sources of info in 1st wave • Schools, Adverts & press articles feature well as sources of info about the UN in 2nd wave • Communication messages: slight changes, with Health, Human Rights, Education and UN’s work in HIV/AIDS gaining prominence in 2nd wave • Messages about UN reform mentioned in 2nd wave, none in 1st wave • Msgs on UN’s work in economic empowerment maintains strong presence in both 1st & 2nd waves. KAPs & Image Analysis Report

7. Top of mind – by stakeholders sample type Organizations shown mentioned by at least 5% overall % Base : Stakeholders n=110 Media 29; Government 27; Development partners 29; Civil society 25 KAPs & Image Analysis Report

8. Source of UN information / news (single mention) Sources shown mentioned by at least 4% overall Base : All aware of UN n = 275 Stakeholder 105 General Public 170 KAPs & Image Analysis Report

9. UN information / message Reponses shown mentioned by at least 5% overall Base : All aware of UN n = 275 Stakeholder 105 General Public 170 KAPs & Image Analysis Report

10. Preferred sources of information about UN by general public & stakeholders % Base : All respondents n = 310 Stakeholder 110 General Public 200 KAPs & Image Analysis Report

11. Research Highlights (cont) • Dislikes: UN Stakeholders view the UN as less innovative compared to General Public • Stakeholders acknowledge the UN’s role in improving lives of poor people – (trust) • Also similar to 1st wave, the UN is considered by stakeholders to be bureaucratic (GoT & media leading) • Perception shared by UN staff who also think the UN is bureaucratic and not innovative • DaO concept test; there is a big improvement in the last one year. • There is still work to be done with the GoT, though KAPs & Image Analysis Report

12. Overall awareness of the “Delivering as ONE ” concept by general public & stakeholders 2008 2007 Base : All aware of UN n = 275 Stakeholder 105 General Public 170 KAPs & Image Analysis Report

13. Staff awareness of the “Delivering as ONE ”Levels ofawareness have remained constant since 2007 Base : All respondents n = 101 KAPs & Image Analysis Report

14. Overall sources of awareness of “Delivering as ONE” concept by UN employees % Base : [YES] Those who’ve heard of DaO n = 96 KAPs & Image Analysis Report

15. Ratings of concept - Stakeholders vs. General public Rating: 1 = Strongly disagree 5 = Strongly agree Overall the responses are in the positive, i.e., above 3. However, usually a clear green light for a concept requires positive scores of 4 and above. MIDPOINT Base : All respondents n = 310 Stakeholders 110 General public 200 KAPs & Image Analysis Report

16. Overall mean ratings of “Delivering as One” scale: 1 = Strongly disagree 5 = Strongly agree Top box % MIDPOINT Base : All respondents UN employees 2008 = 101, 2007 = 40 KAPs & Image Analysis Report

17. Overall: barriers to achieving DaO UN - stakeholders Base : Stakeholders n = 110 KAPs & Image Analysis Report

18. Overall: anything else the UN does well - stakeholders Base : Stakeholders n = 110 KAPs & Image Analysis Report

19. Overall: ways which the UN would improve what it does - stakeholders Base : Stakeholders n = 83 KAPs & Image Analysis Report

20. Overall ratings by stakeholders – their experience or what they have heard about dealing with the UN % Base : Stakeholders who have heard or dealt with the UN = 38 Government 18 Donor/Dev partners 20 KAPs & Image Analysis Report

21. What is the way forward Results disseminated • Above all: we have to use the results • Different JPs, projects, etc, can further analyse the results and make use. e.g IAGG found the results on awareness of gender amongst UN staff to be very useful to their strategy development. • Shift from concept testing, knowledge of awareness of DaO concept to Research as a tool to support the DaO process. E.g. identification of staff competency needs for DaO etc. • Thank UNCMT for supporting the Research initiative (lessons from private sector and NGOs in investing in R&D) KAPs & Image Analysis Report