Fax Informativo: Reaching High Level Decision Makers Using New Technology

Project Dates: 1991-present

• Overview
• Program Strategy
• Results
• Lessons Learned

Overview

The Fax Informativo project was carried out by CEPAR, the Center for Studies in Population and Responsible Parenthood, as part of a communication strategy to directly and quickly reach the principal authorities of the new government, as well as Ecuadorian opinion leaders. JHU/PCS provided ongoing technical assistance to CEPAR for the project. The innovative Fax Informativo used the relatively new technology of the fax machine as a regular channel of communication with leaders.

Program Strategy

The Fax Informativo was designed to be an attractive, informative document that is "user-friendly" for leaders. The permanent format was established as one standard page to facilitate quick reading of the fax.

The strategy aimed to provide current information regarding the country's socio-demographic situation, in order to strengthen their knowledge about the principal problems related to population growth, as well as to stimulate favorable opinion toward the implementation of population policies and programs in Ecuador. Additionally, to provide leaders with a quick reference for facts about population and socio-demographic information, an Informational Guide for Leaders was also developed.

Results

The project initially involved a bi-monthly fax sent to 60 leaders. During the first three months of the project, CEPAR received unsolicited congratulatory letters from 50 percent of Fax Informativo recipients, including mayors, NGO officials, and an ex-president. During the same period, 3 newspapers with national circulation published information they received through the fax on 7 occasions. In some cases, the information was front-page news. The Quito-based newspaper HOY continues to regularly publish information from the fax in its economy column. Two television news programs also regularly include information from the fax in their programs.

Lessons Learned

Because it was designed with its users in mind and took advantage of the latest communication technology, the Fax Informativo project offered an appropriate mechanism for reaching leaders with information and helped to improve awareness about socio-demographic and reproductive health issues. The project facilitated a rapid contact between CEPAR and the authorities of the new government. Fax Informativo also strengthened contacts with the media, and CEPAR's image as a reliable and technologically innovative institution.