Lessons

Without losing sight of the importance of Civil and Political Rights, a focus on Economic, Social and Cultural Rights can be more impactful in certain restricting contexts, and pave the way (e.g., with “transitional” authorities) for the advocacy of a wider spectrum of human rights when circumstances allow.

Sensitivity to local languages should be an essential part of project design and delivery in countries where such diversity exists (as was the case with this project in the use of Bambara for local radio broadcasting to maximise impact for non-French speaking listeners), though this may bring additional challenges in terms of measuring and evaluating the success of an intervention.

Project activity costs can be reduced through close coordination, mutual trust and regular consultation with key implementing partners that can lead to financial burden sharing and increased buy-in. This project, for example, reduced costs by persuading implementing partners to share some of the financial burden for certain events, when co-hosting.

One of the main problems of this project was that its design robustness could have been reinforced by a more detailed and comprehensive needs assessment in smaller vs. bigger municipalities in order to avoid obsolescence in some big municipalities. Consequently, inappropriate and generalised needs assessments that lead to a “one size fits all” approach can negatively affect the impact’s likelihood.

Given the high relevance and importance of the “truth-o-meter”, the design should have paid more attention (and allocate the necessary resources) to the promotion and communication of the tool and the results. There could have been public conferences and/or round tables with all concerned MPs, CSOs, communities, and media to discuss findings and generate public debates. Therefore, promoting innovative tools to a wide range of stakeholders is as important as their development, otherwise the impact of such tools remains limited and untapped.

As digital technologies take hold, two ways media-community audience engagement will only become richer and more complex. New technology can upset the methodology and content of any capacity-building programme approved and designed by the grantee. Therefore, there is a need to remain alert about new technology and devise innovative forms of audience research online and offline.

Both mentors and participants demonstrated that knowledge sharing works vertically and horizontally in- and outside the media organisations, mainly in four ways.
• One, most of the participants shared their knowledge and experience by training the co-workers;
• Two, they shared their knowledge with other media professionals through a variety of interactive as well as informal forums;
• Three, participants took opportunities to share their knowledge with students in media training institutes;
• Four, participants also shared their knowledge and experiences through a variety of media, most commonly by writing blogs, articles for professional journals.

Mentoring as a model for capacity building has worked. It was found during the interviews that most of the trainees had learned techniques and applied new skills in reporting and engaging with audiences. After the trainings, the Mentors therefore continued to guide and teach the participants on subjects not covered during the trainings like techniques of editing and content packaging, self-censorship and other technical and editorial skills.

In a country like Bhutan, where culture is overwhelmingly dominant in every aspect of life and policies and seen separately from democracy, implementing a project that promotes democracy through strengthening media is not without challenges. Bhutan is ambitious to make the cultural perspective visible in all development co-operation and projects, which suggests a "mainstreaming" approach. Since culture is a complex concept and naturally varies considerably from country to country, mainstreaming is difficult. But, at the project level, it would be more appropriate to address culture using a rights perspective that focuses on freedom of expression and information. Nevertheless, it would be highly relevant to systematically include the roles of culture in media development and the promotion of democracy and democratic institutions.

External coherence and synergy between the organisation’s different projects/interventions require a minimum of formal and systematic coordination such as the collaboration that took place with a feminist platform in the case of this project.