Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs / Image Analysis & Delivering as One Tanzania Stakeholder report January 2009

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company Introducing KAPS Due to a lack of baseline data for UNCG to use 2007 UNCG commissioned AC Nielsen to conduct the KAPS Followed competitive bidding involving 5 MR Companies and local NGOs Idea was to conduct first wave in 2007 followed with smaller second wave in 2008 Approach aimed to identify any changes in communication component of DaO Target Groups: UN staff, UN stakeholders (media, civil society, GoT, development partners and general public) KAPs & Image Analysis Report Page 2

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 3 Research objectives The main objectives of the research are to: – Provide accurate data on UN knowledge & perceptions in Tanzania – (amongst the public in general, development partners, the Government, civil society, and the media). – Test the DaO concept among the same target groups. – Provide the recommendations regarding communication strategies to: – Maintain or modify UN knowledge, attitude, perceptions, etc, in Tanzania – Help facilitate the implementation and appropriate communication of the DaO concept.

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 4 Schedule Research background – Objectives, methodology, achieved sample Results – Awareness – Communications – General perceptions about the UN – Delivering as One concept test – UN & humanitarian organizations performance – Humanitarian organization attribute importance – Additional questions Overview & conclusions

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 5 Research methodology Methodology and questionnaire adapted from the same Delivering as One project conducted in Tanzania in 2007 & Face to face interviews General public – random selection, interview conducted in homes and offices. Stakeholders – Organization list from UN, interviews arranged by appointment

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 6 Responding sample structure TARGETACHIEVED SAMPLE General public200 Male55% Female45% years54% 30 – 39 years20% years13% 50+ years14% UN Staff101 Media29 Government27 Donor & development partners29 Civil society / NGOs25

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company Highlights of results Awareness of UN in Tanzania high, similar to first wave results. TV and Radio dominant sources of info in 1 st wave Schools, Adverts & press articles feature well as sources of info about the UN in 2 nd wave Communication messages: slight changes, with Health, Human Rights, Education and UN’s work in HIV/AIDS gaining prominence in 2 nd wave Messages about UN reform mentioned in 2 nd wave, none in 1 st wave Msgs on UN’s work in economic empowerment maintains strong presence in both 1 st & 2 nd waves. KAPs & Image Analysis Report Page 7

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 8 Top of mind – by stakeholders sample type Base : Stakeholders n=110 Media 29; Government 27; Development partners 29; Civil society 25 Organizations shown mentioned by at least 5% overall %

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 9 Source of UN information / news (single mention) Sources shown mentioned by at least 4% overall Base : All aware of UN n = 275 Stakeholder 105 General Public 170

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 10 UN information / message Reponses shown mentioned by at least 5% overall Base : All aware of UN n = 275 Stakeholder 105 General Public 170

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 11 Preferred sources of information about UN % Base : All respondents n = 310 Stakeholder 110 General Public 200 by general public & stakeholders

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company Research Highlights (cont) Dislikes: UN Stakeholders view the UN as less innovative compared to General Public Stakeholders acknowledge the UN’s role in improving lives of poor people – (trust) Also similar to 1 st wave, the UN is considered by stakeholders to be bureaucratic (GoT & media leading) Perception shared by UN staff who also think the UN is bureaucratic and not innovative DaO concept test; there is a big improvement in the last one year. There is still work to be done with the GoT, though KAPs & Image Analysis Report Page 12

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 13 Overall awareness of the “Delivering as ONE ” concept Base : All aware of UN n = 275 Stakeholder 105 General Public 170 by general public & stakeholders

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 14 Overall awareness of the “Delivering as ONE ” concept by stakeholders sample type Base : Stakeholders aware of UN n=105 Media 26 Government 27; Development partners 28; Civil society 24

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 15 Staff awareness of the “Delivering as ONE ” Levels of awareness have remained constant since 2007 Base : All respondents n = 101

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 16 “Delivering as ONE ” concept awareness by UN employees by duration of employment at the UN Base : All respondents n = 101

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 17 Overall sources of awareness of “Delivering as ONE” concept by UN employees % Base : [YES] Those who’ve heard of DaO n = 96

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 18 Ratings of concept - Stakeholders vs. General public Rating: 1 = Strongly disagree 5 = Strongly agree Base : All respondents n = 310 Stakeholders 110 General public 200 MIDPOINT Overall the responses are in the positive, i.e., above 3. However, usually a clear green light for a concept requires positive scores of 4 and above.

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 19 Overall mean ratings of “Delivering as One” scale: 1 = Strongly disagree 5 = Strongly agree MIDPOINT Top box % Base : All respondents UN employees 2008 = 101, 2007 = 40

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 20 Overall: barriers to achieving DaO UN - stakeholders Base : Stakeholders n = 110

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 21 Overall: anything else the UN does well - stakeholders Base : Stakeholders n = 110

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 22 Overall: ways which the UN would improve what it does - stakeholders Base : Stakeholders n = 83

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 23 Government & donor agencies - interaction with the UN or its agencies in past year Base : Government & Donor / development agencies 56

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company KAPs & Image Analysis Report Page 24 Overall ratings by stakeholders – their experience or what they have heard about dealing with the UN Base : Stakeholders who have heard or dealt with the UN = 38 Government 18 Donor/Dev partners 20 %

November 19, 2015 Confidential & Proprietary Copyright © 2008 The Nielsen Company What is the way forward Results disseminated Above all: we have to use the results Different JPs, projects, etc, can further analyse the results and make use. e.g IAGG found the results on awareness of gender amongst UN staff to be very useful to their strategy development. Shift from concept testing, knowledge of awareness of DaO concept to Research as a tool to support the DaO process. E.g. identification of staff competency needs for DaO etc. Thank UNCMT for supporting the Research initiative (lessons from private sector and NGOs in investing in R&D) KAPs & Image Analysis Report Page 25