Review of anti-corruption strategies Rob McCusker - Australian ...

which focus upon the harm done by corruption, the misuse of public money, the denial of access to
public services and the public duty to complain when public officials act corruptly. Second, there is the
empowerment of civil organisations to the extent necessary for them to be able to monitor, detect and
reverse the activities of the public officials in their midst. This strategy involves drawing on and utilising the
expertise of accountants, lawyers, academics, nongovernment organisations, the private sector, religious
leaders and ordinary citizens (Kindra & Stapenhurst 1998).
Increasing the levels of public awareness and thereby increasing the level of successful engagement with
the anti-corruption strategy can be achieved through social marketing. This process can raise awareness
of the costs of corruption to a country, its organisations and its citizens. It can ensure that corruption
becomes a key concern for national institutions (which will in turn be able to provide a more visible level of
concern about corrupt practices and a higher level of engagement with anti-corruption efforts and thereby
provide continuing succour for that strategy). It can raise the level of understanding in the public domain
of the causal factors of corruption and demonstrate the sheer variety of corruption manifestations and
typologies. It can ultimately positively influence the behaviour of corrupt and potentially corrupt individuals
(Kindra & Stapenhurst 1998) (see Figure 4).
Figure 4: Social marketing strategies to fight corruption
Factors driving corruption Indicators (costs of corruption) National integrity system
•
•
opportunity
− lack of strong judiciary
− police inaction
− political opportunism
inclination
− levels of income
− attitudes
− perceptions
− learning
− ‘cultural tolerance’
Source: Kindra & Stapenhurst 1998: 12
•
•
•
•
•
•
•
•
inefficient public
expenditures
private gains
distortion of values
reduced governmental
legitimacy
inappropriate technology
acquisition
labour force inefficiencies
reduced competition
money transfers
•
•
•
•
•
Negative outcomes
quality of life
income levels
reduced economic
growth and trade
adverse effect on
welfare
poor morale
•
•
•
•
prevention
− watchdog agencies
− strong judiciaries
− independent media
enforcement
Public decision making process
− private sector cooperation
− public participation
− public sector action
institution building
public awareness
Social marketing for corruption intervention
•
•
•
•
•
•
•
•
•
•
•
public awareness
knowledge evaluation
aversion
demand for change
marketing strategy
product
price
distribution channels
promotion and segmentation
client analysis
positioning
•
•
Positive outcomes
conducive environment
cognitive, affective and
behavioural changes