UNDP-Private Sector Partnership
UNDP Contribution:
The Country Programme of the United Nations Development Programme (UNDP) provided the operational framework for the promotion of sustainable human development in Lebanon. Information and advocacy were important to raise awareness of and to promote sustainable human development as well as to build the image and provide increased exposure of UNDP and its programmes in Lebanon.
The media sector in its different components, very well established and dynamic in the country and with outreach to the region, was identified as a counterpart with the potential to become a strong ally of UNDP in this process.
Private sector contribution:
The UNDP Media Award for Sustainable Human Development initiative was made possible by generous sponsorship of the private sector and the media withstanding the difficult economic situation prevailing in the country. In the first media award ten sponsors were chosen among leading national companies and organizations. Six sponsors financed the second edition.
Each sponsor contributed an equal part of the total amount of US$ 100,000 in 1997-98 and US$ 55,000 in 1999-2000.
It was the first time that the private sector was approached by a UN organization to finance the totality of a development support activity in the country. More than 80 companies were approached.
Private Sector Return:
The proposed activity was thus carefully designed to give high visibility to UNDP and the sponsors. The proposal to the sponsors was attractive because of the innovative nature and exceptional scope of the activity and its projected impact.
Sponsors in return for their financial contribution were also offered a valuable package deal. The sponsors
- Benefited from continuous exposure throughout the period of the contest
- Were associated to the United Nations Development Programme (UNDP) within the context of a prestigious activity, which enhanced their public image as supporters of efforts that put the people at the center of development in Lebanon.
- Contributed to the promotion of an event of high quality, in support of the new paradigm of development, of the principles and values underlying the human and sustainability dimensions of development.
The contest was a promotional programme extending over a one-year period. Around the contest, a series of activities were developed and various initiatives taken.
- Press conferences, radio and TV interviews during the period of the contest referred to private sector contribution and mentioned sponsors.
- The brochure of the contest, displaying the logo of the sponsors, was distributed to more than one thousand media owners and executives, journalists and other media personnel, as well as to key government institutions, diplomatic missions, UN organizations and the main civil society organizations in the country.
- The TV spot was broadcast by the six main TV stations. A media ad displaying the logo of the sponsors appeared in the daily and weekly press, in French, Arabic and English. There were also displays of full pages in the weekly supplements (roughly double quarto) and of smaller insertions serving as repeaters/reminders. The free advertising space reached the amount of US$ 600,000 in 1997/98 and US$ 700,000 in 1998-99. Media professionals agreed that this promotional campaign was one of the most visible and efficient undertaken by an organization of the United Nations System in Lebanon.
- The invitation cards for the award ceremony displaying the logo of the sponsors were mailed nominally to more than 2,000 persons (including from Government, Parliament, the public administration, the media sector, diplomatic missions, UN organizations, and different sections of civil society).
- During the award ceremony, the logos of the sponsors were prominently displayed on stage. The UNDP Resident Representative nominally thanked each of the sponsors for the generous contribution and support that made the contest possible.
1st Media Award Sponsors:
- Allied Business Bank
- Arab Bank
- Banque Audi
- BNPI
- Cellis
- Cimenterie Nationale
- Fares Foundation
- Hariri Foundation
- INDEVCO
- MedNet
2nd Media Award Sponsors
- Allied Business Bank sal
- Arab Bank
- Banque Libano-Francaise
- Cellis
- Cimenterie Nationale
- INDEVCO
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Lebanon
