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CABINET has adopted a communication strategy for the National Development Strategy 1 (NDS1) as the Government targets to create broad-based awareness of the five-year economic blueprint.
NDS1, which succeeded the two-year Transitional Stabilisation Programme (TSP), is the second step of the Second Republic’s drive to attain Vision 2030.
The latest strategy, which was launched by President Mnangagwa last November, charts policies, institutional reforms and national priorities needed between 2021 and 2025 to attain an upper middle-income economy by 2030.
In a post-Cabinet media briefing on Tuesday, Information, Publicity and Broadcasting Services Minister Monica Mutsvangwa advised the nation that Cabinet considered and adopted NDS1 communication strategy.
“Cabinet was informed that a sustained national information campaign targeting the entire nation on the NDS1, the national blueprint which Government is implementing to move the country towards the attainment of Vision 2030 is an imperative, which should be adequately resourced,” she said.
“The aim is to raise citizens’ awareness about NDS1, and to raise public participation in the implementation of Government policies, programmes and projects designed to develop the country towards a prosperous and empowered upper-middle income society by year 2030.
“This will be undertaken through NDS1 and its successor, NDS2. Appropriate messages will be disseminated to targeted audiences using available communication platforms embracing billboards apparel and collateral messaging as well as digital media.”
Minister Mutsvangwa said Cabinet noted that individuals, collectives and corporate organisations need to seize opportunities presented by the national programme to improve livelihoods, welfare and corporate net-worth.
The overall aim is to achieve a timeously and accurately informed nation and international community on developments in the country to facilitate two-way communication between Government and citizens.
This would reshape the national viewpoint through content creation, development and dissemination, adorn public building and spaces in Zimbabwe and at its Embassies with the country’s arts, culture and heritage products as well as improving public relations at ports of entry with appropriate welcoming messages and imagery.
“Cabinet was informed that the NDS1 messaging campaign will segment audiences with a view to targeting them with tailor-made messages that will appeal to their social standing,” said Minister Mutsvangwa.
“The diaspora will be a special target group. Cabinet noted that the NDS1 messaging will be communicated through highway billboards at entry points targeting investors, tourists, visitors and local travellers; vehicle branding; collateral or giveaways, including T-Shirts, doeks, wrappers, caps, shirts and blouses; school and college stationery messaging.”
Cabinet further noted that both radio and television will be used extensively to carry messages on NDS1 and Vision 2030. Other strategies will include indoor and outdoor banners, the print media, and social media.
NDS1 thematic working groups and communication experts will also be invaluable for messaging the campaign, which will draw expertise from public and private sector media practitioners.
“Cabinet directed that the requisite financial resources should be availed to facilitate the dissemination of information on NDS1.
“Internal publics will segment the campaign according to social groups, rural and urban populations, youths and women’s groups, students, churches, the general public, workers, businesses, small and medium enterprises, corporates and the intelligentsia, cooperating partners and the international community,” said Minister Mutsvangwa.
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