Public Information Campaign
Panama Canal Transfer

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The Challenge

TIPA consulted Mind & Media on a serious challenge: a communication breakdown between the Panamanian government and the public regarding the US Army’s environmental/public safety efforts on former range lands being returned to Panama under the Canal Treaty.

The Solution

Our communication analysts identified the source of the breakdown: a cultural gap in the materials being used to communicate with the public. Mind & Media developed a coordinated, comprehensive public awareness campaign comprising the following tasks:

• Identifying audiences and assessing their communication needs and capabilities
• Creating clear, audience-appropriate messages
• Disseminating the messages through products that audiences could understand and use to take appropriate action

To carry out the campaign, Mind & Media used its in-house production facilities to create:

• Branding language and visuals
• Easy-to-understand iconic signs and publications
• Print materials in English and Spanish
• Public service messages for Panamanian radio and television (Spanish-language)
• Videos for widespread distribution (Spanish-language and English)

The Results

Winner of three prestigious awards for communication excellence, the public awareness campaign Mind & Media created closed the gap between the Panamanian government and its people through clear messages and a media strategy designed to reach multiple diverse audiences.

This public information campaign is an excellent example of Mind & Media’s ability to analyze a communication challenge, develop a strategy to meet the challenge, and implement a campaign with products that will get the job done.