Concept

The purpose of the “Government at Its Best” campaign is to inform and educate stakeholders on the implementation of the recommendation from the Commission of Inquiry (COI). The campaign should aid in combating negative undertones surrounding any idea that the Government of the Virgin Islands is not delivering on the implementing the required 49 recommendations from the COI.

In fact, the campaign should seek to communicate the greater achievements of the Government to not only action recommendations but also actions to effect change and create new policies that will transform the public service for better transparency, sustainability and accountability.

The campaign should also inform stakeholders of institutional and legislative changes occurring, report on the % of the recommendation addressed based on the timeframe and clearly communicate achievements towards the Virgin Islands Modern Government Standard/Approach. As well as the government’s agenda beyond the COI.

Audience
The Virgin Islands Public

It is important for the public to understand the breadth of work that has been accomplished in regards to the COI Implementation. Work that has already been completed such as the Jury Bill and the Assistance Grants programme need to be linked to the respective recommendations. It is important to combat the narrative that the Government is underachieving in implementation.

Government Stakeholders

Stakeholders from the private sector should be aware of efforts to enhance Government business, create greater opportunities, provide better access to services and be more inclusive.

International Community (including the Government of the United Kingdom)

COI implementation as well as Government reform as a whole has international ramifications. The narrative in the international community that the Virgin Islands Government has a history of corrupt systems needs to be overshadowed by the commitment to good governance practices such as transparency, accountability, and greater enforcement.

Key messages

There are key messages that should be conveyed in every aspect of the campaign, including interviews, press conferences, documents and social media posts. One or a combination can be used. These messages are:

  • Theme: “Government Business at Its Best” (MAIN Tagline)
    This focuses on the overarching theme which connects all messages. It also conveys that more is being done to create a service of excellence.

  • Effective Communication
    Sharing Government information and updates in a timely, transparent and accessible manner for all stakeholders.

  • Easier Access to Services
    Providing access to Government resources and services for all individuals of all demographics including digital and remote services and services for differently abled persons and sister islanders.

  • Greater Enforcement
    A commitment to enforcing new and existing legislation in a fair and transparent manner.

  • Enhanced Safety and Security
    Enhancing resources and policies related to national security and safety.

  • Greater Transparency
    Increasing transparency efforts across all ministries and ensuring public awareness of relevant processes in the public sector.

  • Value for Your Money
    Ensuring that all public investments and spending are of value and provide tangible benefits to the Virgin Islands as a whole.

  • Continued Accountability
    The Government’s commitment to being held accountable for all decisions made on behalf of the people of the Virgin Islands in a consistent manner.

  • Capacity Building
    Strengthening resources, support and funding for Government initiatives.

  • Inclusion
    Providing greater opportunities for stakeholders and individuals of all demographics whilst prioritising diversification of the public service.

  • Socio-Economic and Political Stability
    Providing socio-economic and political stability to the people of the Virgin Islands by prioritising good governance practices in line with international standards.

Strategy

In order for the campaign to be effective the following should be taken into consideration:

  • Multimedia
    The information should be communicated through engaging visuals and audio due to the complexity of the information. Figures, information on policies and recommendations can be easily consumed through short insightful videos. This should be one of the main strategies used. Audio/radio should be used to reach the older audience but should not be heavily relied on to reach the masses.

  • Social Media and Engagement
    Messaging should be palatable for social media and easy to share. This will ensure that there is better engagement from the community. Engagement from the community depends on easy access and understanding of the information.

  • Frequency
    A pulsing media schedule should be used to ensure that information is readily available and continuous while at the same time, increasing during periods when topics of greater concern become topics in public forums. This would usually be before a statement from the Governor or similar events that would trigger the need for more information.

  • Ownership of Information
    The Premier should embrace full ownership of the information and work being produced by the Government. His involvement as the leading author of the messages can take on the messages from the Governor on the same level.