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BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM

BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM

Table of Contents

I.

INTRODUCTION ........................................................................................................................... 1

II.

BRANDING STRATEGY ................................................................................................................. 3


2.1

POSITIONING ....................................................................................................................... 4

ILLUSTRATION NO. 1: DEFINITION OF PROGRAM IDENTITY ....................................................... 5


ILLUSTRATION NO. 2: COLORS .................................................................................................... 5
ILLUSTRATION NO. 3: PROGRAM IDENTITY AND USAGE ............................................................ 6
2.2

PROGRAM COMMUNICATIONS AND PUBLICITY ................................................................. 7

2.3

ACKNOWLEDGEMENT AND DISCLAIMER STATEMENT ....................................................... 8

ILLUSTRATION NO. 4: CO-BRANDING WITH CSO ........................................................................ 8


ILLUSTRATION NO. 5: CO-BRANDING WITH PUBLIC INSTITUTIONS............................................ 9
III.

MARKING PLAN ....................................................................................................................... 9

3.1

Size and Prominence of USAID Identity and Other Identities .............................................. 9

ILLUSTRATION NO. 6: REPORTS AND LEGAL DOCUMENTATION .............................................. 10


3.2
Description of the public communications, commodities, and program materials that will
be produced as a part of the award .............................................................................................. 10
ILLUSTRATION NO. 7: BUSINESS CARD (2.5X3)........................................................................ 12
ILLUSTRATION NO. 8: ENVELOPES (NUMBER 10) ..................................................................... 12
ILLUSTRATION NO.9: LETTERHEAD............................................................................................ 13
ILLLUSTRATION NO. 10: PRESS RELEASE AND IMPACT STORIES (8.5X11) ............................... 13
ILLUSTRATION NO. 11: POSTERS (17 X22) ............................................................................... 14
ILLUSTRATION NO. 12: FLYER (3.66X8.5) ................................................................................. 15
ILLUSTRATION NO. 13: FOLDER (8.5X11)................................................................................. 15
ILLUSTRATION NO. 14: CD/DVD TAGS....................................................................................... 15
ILLUSTRATION NO. 15: MANUAL, REPORTS, STUDIES .............................................................. 16
ILLUSTRATION NO. 16A: MANUALS AND GUIDES ..................................................................... 17
ILLUSTRATION NO. 16B: MANUALS AND GUIDES ..................................................................... 18
ILLUSTRATION NO. 17: DIPLOMA (8.5X11) .............................................................................. 19

BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM


ILLUSTRATION NO. 18: PRESENTATIONS................................................................................... 20
ILLUSTRATION NO. 19: PROMOTIONAL MATERIAL:T-SHIRTS AND CAPS .................................. 22
ILLUSTRATION NO. 20: PROGRAM BANNER ............................................................................. 22
ILLUSTRATION NO. 21: MARKING ON VEHICLES ....................................................................... 23
ILLUSTRATION NO. 22: OBLIGATORY MARKING ON ALL EQUIPMENT ...................................... 23
ILLUSTRATION NO. 23: EXAMPLES OF MARKING ON EQUIPMENT ........................................... 24
3.3

Preproduction Revision...................................................................................................... 24

3.4

Public Communications (as defined in 22CFR 226.2) ........................................................ 24

3.5

Sub Awards ........................................................................................................................ 25

3.6

Program Deliverables to be Marked with USAID Identity ................................................. 25

3.7

Request for Presumptive Exception for Unmarked Program Deliverables ........................ 25

BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM

I. INTRODUCTION
The Citizen Participation for Responsive Governance (CPRG) program, known locally
in Honduras as Impactos, is a five-year initiative funded by USAID and implemented
by Counterpart International in partnership with the International Center for Notfor-Profit Law (ICNL) and Management Systems International (MSI). The Impactos
program consists of two independent but yet very intertwined and complementary
components: 1) the CPRG component, which aims to increase the transparency and
accountability of public institutions through support for civil society-led initiatives,
and 2) the Community Action for Prosperity (CAP) component, which aims to
improve citizen and community safety by strengthening local communities' and
governments' ability to prevent threats from gangs and narco-trafficking.
The Impactos approach consists in supporting Honduran civil society in a sustained
effort to increase transparency and public accountability of public institutions;
employing a non-partisan and non-confrontational approach toward engaging the
national government; understanding and engaging existing transparency
institutions; integrating public transparency and accountability activities into sectorspecific development programming; and, designing and disseminating targeted and
transparent program grants. It also aspires to build communities capacity to work
collaboratively with municipal authorities, the private sector, civic organizations and
patronatos (local councils) to plan and implement activities that address the root
causes of insecurity at the grassroots level, taking into consideration the unique
motivations of youth and other at-risk groups.

The Citizen Participation for a more Responsive Governance (CPRG)


CPRG activities implemented through civil society organizations (CSOs) seek to
strengthen CSOs actions in the search for a more transparent and accountable
government. All these activities are highly sensitive and require strengthening of the
credibility and empowerment of the Honduran civil society.
The program has two specific objectives: (1) Improved effectiveness of civil society
to advocate for transparency and accountability of public institutions; and (2)
Improved capacity of public institutions to address gaps in the enabling environment
for transparency and accountability. The program has been designed to achieve
measurable results in increased transparency and accountability by technically and

BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM

financially supporting civil society organizations (CSOs) and some of the expected
results are:
more than 30 civil society organizations (CSOs) improve their organizational and
technical abilities in advocacy and government oversight
a CSO self-regulatory system is created and utilized
at least 25 cases of CSO oversight of government resulting in new transparency and
accountability practices
a major transparency coalition and public movement is initiated and expanded
500,000 people are reached by program public information campaigns aimed at
changing perception and participation in corruption
20
collaborative relationships are established between civil society and
government entities, resulting in 15 newly introduced transparency practices
20 CSOs have begun or increased oversight of public institutions
15 new practices are introduced and adopted in National Congress and other
government institutions to increase transparency

By the end, the Program will have contributed to Honduras by improving its rank on
both the Transparency International and Americas Barometer corruption indices
which reflect both perceptions and reported instances of corruption. Increased
transparency and accountability will ultimately lead to improved socioeconomic
conditions for Honduran citizens.
The Community Action for Prosperity (CAP)
CAP Program in partnership with Management Systems International (MSI) seeks
the goal to improve citizen and community safety by strengthening local
communities' and governments' ability to prevent threats from gangs and narcotrafficking.
This goal is framed by three programmatic objectives: (1) To improve multi-sectoral
capacity to provide coordinated and comprehensive responses to changing security
needs; (2) To improve municipal capacity to provide effective crime prevention
services; and (3) To expand opportunities for community led initiatives. CAP will
build communities capacity to work collaboratively with municipal authorities, the
private sector, civic organizations and patronatos (local councils) to plan and
implement activities that address the root causes of insecurity at the grassroots,
taking into consideration the unique motivations of youth and other at-risk groups,
and will give them the tools to implement activities to improve conditions within
their community in a participatory and inclusive way.

BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM

CAP will focus all program activities around the following core themes:
Participatory: mobilizing a wide spectrum of government, private and civic
community leaders;
Revitalizing:
improving safety and increasing opportunities as a means of
reinvigorating the productive capacity of the community, including expanded
access to public services, vibrant economic activity, an educated and hopeful
youth population and safer local environment;
Localized: strengthening the ability of local governments, local civil society
organizations (CSOs) and community based organizations to design, manage and
implement crime prevention projects in a results-based and sustained manner;
and
Synergistic: coordinating with local and international partners at all levels to
ensure targeted communities benefit from other resources that complement and
expand CAP-supported activities.
In fulfillment of the Grant Agreement, Counterpart International has prepared a
Branding Strategy and Marking Plan (BSMP) which covers from the definition of the
Programs name to the request for presumptive exceptions based on the specific
nature of this Program and the role that Honduran CSOs and Government Institutions
will play in the implementation of the Program.

II. BRANDING STRATEGY


The purpose of this branding strategy is to describe how the program is named and
positioned and how it will be promoted and communicated to the civil society
organizations and their members, to the Honduran public institutions, and to the
Honduran citizens. It identifies the donor and explains how it will be
acknowledged.
The Cooperative Agreement No. AID-522-LA-11-00002 LWA No. DFD-A-00-0900141-00 signed on January 2011 between USAID and Counterpart International
originally referred only to the Citizen Participation for a more Responsive
Governance (CPRG) component. In July 2011, an amendment was made to the
agreement and the Community Action for Prosperity (CAP) component was
incorporated to the Program. CPRG and CAP will be working on transparency,
accountability, security, violence and crime prevention through support for civil
society led initiatives on public institutions and communities. Both components
have a common implementation strategy and share targeted audiences making

BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM

them complementary to each other, therefore both components will use the same
Branding Identity so that program implementers can use the Impactos brand in an
adequate manner to enable the achievement of Program goals.
2.1 POSITIONING
PROGRAM NAME
The Programs official name is Citizen Participation for a more Responsive
Governance. Nevertheless, to make it more easier to understand for civil society
organizations, government officials, community members and other stakeholders
it will be known as Programa Impactos (Impacts Program) which in Spanish is an
acronym for Impulsando la participacin ciudadana, transparencia y
oportunidades sociales (Fostering citizen participation, transparency and social
opportunities). It is expected that the program will generally be known and
referred to as Impactos. The name is a call for civil society to lead and obtain
measurable results in government anticorruption practices and accountability
initiatives, as well as community based citizen security actions with support from
local governments.
This program touches on highly sensitive aspects related to the work carried out by
state institutions and by public officers in fulfilling their duties in regards to
transparency and accountability. Considering that it will be the CSOs that will lead
these advocacy processes before decision-makers of the Government of Honduras
(GOH), the proposal is to limit the visibility of the United States Government and
its support to the people of Honduras, to avoid perception of interference in purely
national and highly sensitive issues, especially considering the sensitive political
and social situation currently unfolding in the country.
IDENTITY
The Programs identity has been defined through a combination of a symbol, a
name and a tagline, which may be used either through a combination of all or
separately depending on the circumstances but which will nevertheless allow the
Program to be recognized instantly by all stakeholders. The following elements
define the Impactos Programs identity:
Symbol: Represented by three human figures seen from above, forming a
triangle whereby each figure represents an indispensable axis to achieve equity,
balance and integration through participation of the individual, society and the
government as key stakeholders of this program;

BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM

Name: Impactos (Impacts)- short and simple, written in a modern font all in
lowercase
Tagline: As the name, it is also in lowercase and defines the acronym:
impulsando la participacion ciudadana, transparencia y oportunidades
sociales (Fostering citizen participation, transparency and social opportunities).
Illustration No. 1 represents the elements that define the Programs identity.

ILLUSTRATION NO. 1: DEFINITION OF PROGRAM IDENTITY


Symbol:
individual,
society and
government
Brand name

Tagline
The green and orange colors chosen represent the programs neutrality and nonpartisan position. Green symbolizes dignity and well-being, balance, learning,
growth, harmony and hope. Orange is an energetic color which stimulates activity
and encourages socialization; orange also relates to safe environments. Within its
application, the identity can also be represented in black, grey and white against
backgrounds. Illustration No. 2 indicates the colors which will be used.
ILLUSTRATION NO. 2: COLORS

This identity will reinforce the Programs presence and visibility through its
constant use on printed materials such as invitations, brochures, posters, web
pages, and visual communication among others. Through the constant use of this

BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM

identity, and as it becomes our main identification, the Programs public image
will be consolidated. Illustration 4 depicts the Impactos Program identity:

ILLUSTRATION NO. 3: PROGRAM IDENTITY AND USAGE

Horizontal Identity
Full Color

Black&White

Vertical Identity
Full Color

Black&White

BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM

2.2 PROGRAM COMMUNICATIONS AND PUBLICITY


PRIMARY AND SECONDARY AUDIENCE
Primary audience for Impactos includes Honduran CSOs and their target
population along with government institutions such as the National Congress,
the Superior Audit Tribunal and the Institute for Access to Public Information
who will benefit directly from Program activities.
Secondary audience will include other donors and their related programs and
more than 500,000 people reached through public information campaigns
aimed at changing perception on citizen participation and public corruption.
COMMUNICATIONS AND VISIBILITY MATERIALS
Through local partners, Impactos will focus on providing grants to CSOs and
government institutions and building their capacities through different events
such as:
Conferences and forums
Workshops and seminars
Study Tours
Consultations
Meetings
To support the previously described activities, the Program and its CSO partners
will produce different printed and multimedia materials such as training
booklets, manuals, worksheets, newsletters, flyers, brochures, web sites,
multimedia presentations.
The Programs main communication products, their audiences and means of
dissemination are summarized in the following table:
TABLE 1: SUMMARIZED DESCRIPTION OF MAIN COMMUNICATION PRODUCTS
No

Communication
Product

Project Launch
and Close-Out
Conferences

Press
Conferences

Project Fact Sheet


and Brochure

Start Date
August,
2011

Frequency

Twice

As required

August
2011

Annual
revision

Audience
USAID, CSOs, central
and local government,
media representatives,
and Honduran citizens
USAID, CSOs, central
and local government,
media representatives,
and Honduran citizens
USAID, CSOs, central
and local government,
and local media,
Honduran citizens

Dissemination

Local media

Local media
Delivered to partners
and other groups at
meetings and events
and included in basic

BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM


material packages for
all events
4

Visibility printed
material
(Banners, Folders,
booklets, etc.)
Visible digital
material,
CD-ROM, DVDs
(to be used in
trainings, courses,
conferences)
Webcast,
e-invitation, or
other email sent
to group list and
other interactive
activities

Success Stories,
beneficiary
testimonials

Press Releases

August 2011

As required

USAID, CSOs, central


and local government,
Honduran citizens

August 2011

Annual
revision or as
required

USAID, CSOs, central


and local government,
beneficiary
communities

Distributed at program
events

As required

Specific audience
within the already
defined audiences
according to purpose

Through electronic
means

Quarterly

USAID, Counterpart,
ICNL and/or MSI, CSOs,
Public institutions and
Honduran citizens

Donor and partner web


pages, included in
information packages
for relevant trainings
and other events and
through local media

As required

USAID, CSOs, Public


institutions and
Honduran citizens

Through local media

September
2011

March 2012

Disseminated at all
public events

MAIN MESSAGE
The Programs main message will be: Impactos, implemented by Counterpart
International, is working closely with civil society to promote viable and
measurable initiatives to improve governance in Honduras through projects that
promote transparency and accountability in public institutions. This message will
be implicit throughout the programs external communications.
2.3 ACKNOWLEDGEMENT AND DISCLAIMER STATEMENT
CO-BRANDING WITH CSOs
In recognition of the important role that CSOs will have as lead implementers of
this program, and considering the fact that they will also be actively
participating with at least 20% in-kind contribution, all visibility and
communication materials will be co-branded with the program identity and the
corresponding CSOs identity as indicated in Illustration 2.
ILLUSTRATION NO. 4: CO-BRANDING WITH CSO

BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM

PARTICIPATION OF GOVERNMENT OF HONDURAS


The Program will specifically target government institutions such as the Superior
Audit Tribunal, the Institute for Access to Public Information and the National
Congress who will be eligible to receive program grants. These institutions will
also contribute to specific project activities by providing at least 20% in-kind
contribution. The Program seeks to provide ownership of the processes carried
out not only by the CSOs but also by the participating public institutions. Thus,
there will be acknowledgement of such participation as indicated in illustration
No. 5.

ILLUSTRATION NO. 5: CO-BRANDING WITH PUBLIC INSTITUTIONS

III. MARKING PLAN


The purpose of this marking plan is to detail the manner in which public communications,
program materials, commodities will be marked.

3.1 Size and Prominence of USAID Identity and Other Identities


Equal treatment will be given to the USAID identity and to those of Counterpart
International and its implementing partners, ICNL and MSI as defined in the Cooperative
Agreement AID-522-LA-11-00002. USAID identity will be visible on all financial and
accounting documents, office inventory, quarterly and annual reports, and other
contractual documentation between Counterpart and USAID such as indicated in the
following illustration.

BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM

ILLUSTRATION NO. 6: REPORTS AND LEGAL DOCUMENTATION


CPRG

CAP

3.2 Description of the public communications, commodities, and program materials


that will be produced as a part of the award
Public Communication
During its implementation, Impactos will develop printed material such as:

Letterhead

Folders

Business cards

Posters

Press releases

Fact sheets

Brochures, leaflets

Research results, studies and evaluations

Banners and signs

Reports

Success stories

Publications

Flyers

Newspaper supplements or other paid publications


(Example: Grant announcements)

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BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM


Besides, the above listed printed material, Impactos will produce promotional material
which may include but will not be limited to:

Caps

Pens

Pencils

Notebooks

Key holders

T-shirts

Flash memories

Stickers
The Program will also produce audio and visual material, videos, and electronic public
communications that will be a part of the Programs public communication and will
include but will not be limited to the following:

Web sites
Videos
Radio messages or
announcements

Power point and other related program presentations


CDs and DVDs
Mass distribution of electronic mail for program
purposes such as invitations to grant application,
training events or other widely attended program
related gatherings

With the exception of quarterly and other program specific internal program reports, all of
the above mentioned public communications will not be marked with the USAID Identity,
Counterpart International, MSI or ICNL identities. Nevertheless, if such public
communication is under the sole responsibility of Counterpart, MSI or ICNL, it will be
presented to USAID to be reviewed and authorized if so agreed with the AOTR prior to
production or printing. These public communications will only be marked with the
Programs identity and the corresponding CSOs identity. Publications to support trainings,
seminars, workshops, and similar events when produced directly by Counterpart
International, ICNL or MSI such as studies, reports, manuals and web site publications and
non-written material will also be revised and approved by USAID prior to publication if so
agreed with the AOTR.
For public communications produced by CSOs and/or public institutions, prior USAID
approval will not be requested and will only be marked by the Program identity and
corresponding CSO identity and/or public institution identity. In this case, and if so agreed
with the AOTR, such communications will contain the following provision:
This study/report/web site (specify) is made possible by the support of the American People
through the United States Agency for International Development (USAID.) The contents of
this (specify) are the sole responsibility of (name of organization) and do not necessarily
reflect the views of USAID or the United States Government.

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Acknowledgement and disclaimer in Spanish:
La elaboracin de este estudio/reporte/audio/visual/otra informacin/producto para los
medios (especificar) ha sido posible gracias al generoso apoyo del Pueblo de los Estados
Unidos de Amrica a travs de la Agencia de los Estados Unidos para el Desarrollo
Internacional (USAID). El contenido del mismo es responsabilidad de (insertar el nombre del
autor) y no necesariamente refleja el punto de vista de la USAID o del Gobierno de los
Estados Unidos.
The following pages show a series of examples of the manner in which public
communications, program materials and commodities will be marked.

ILLUSTRATION NO. 7: BUSINESS CARD (2.5X3)

Front

Back

LLUSTRATION NO. 8: ENVELOPES (NUMBER 10)

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ILLUSTRATION NO.9: LETTERHEAD


Letter paper (8.5x11), front page and subsequent page

LLLUSTRATION NO. 10: PRESS RELEASE AND IMPACT STORIES (8.5X11)

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ILLUSTRATION NO. 11: POSTERS (17 X22)

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BRANDING STRATEGY AND MARKING PLAN - IMPACTOS PROGRAM


ILLUSTRATION NO. 12: FLYER (3.66X8.5)

ILLUSTRATION NO. 13: FOLDER (8.5X11)

ILLUSTRATION NO. 14: CD/DVD TAGS

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ILLUSTRATION NO. 15: MANUAL,


REPORTS, STUDIES

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ILLUSTRATION NO. 16A: MANUALS AND GUIDES

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ILLUSTRATION NO. 16B: MANUALS AND GUIDES

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ILLUSTRATION NO. 17: DIPLOMA (8.5X11)

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ILLUSTRATION NO. 18: PRESENTATIONS

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ILLUSTRATION NO. 19: PROMOTIONAL MATERIAL:T-SHIRTS AND CAPS

Events
Throughout the Program a series of events including training courses, conferences,
seminars, workshops, exhibitions, informative sessions, press conferences and more will
be conducted. Events will not be marked with USAID Identity but will rather bear the
Impactos Program identity and that of the corresponding partner or public institution
that is a part of that specific event. All events will include at least one program banner
bearing the Impactos identity.
ILLUSTRATION NO. 20: PROGRAM BANNER

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Commodities

Vehicles
All Program vehicles will be visibly marked with the USAID Identity
ILLUSTRATION NO. 21: MARKING ON VEHICLES

Equipment
All equipment, including that purchased by CSOs through Program funds will be
marked with the USAID Identity and will include the phrase Property of USAID. No
presumptive exception is requested for marking of equipment.

ILLUSTRATION NO. 22: OBLIGATORY MARKING ON ALL EQUIPMENT

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ILLUSTRATION NO. 23: EXAMPLES OF MARKING ON EQUIPMENT

3.3 Preproduction Revision


All public communication or program material produced directly by Counterpart
International or any of its implementing partners (ICNL and MSI) will be a reviewed and
approved by USAID prior to final printing or production.

3.4 Public Communications (as defined in 22CFR 226.2)


All public communication will be previously approved by USAID and will contain the
following acknowledgement and disclaimer:
This study/report/Web site (specify) is made possible by the support of the American
People through the United States Agency for International Development (USAID.) The
contents of this (specify) are the sole responsibility of (name of organization) and do not
necessarily reflect the views of USAID or the United States Government.

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Acknowledgement and disclaimer in Spanish:
La elaboracin de este estudio/reporte/audio/visual/otra informacin/producto para los
medios (especificar) ha sido posible gracias al generoso apoyo del Pueblo de los Estados
Unidos de Amrica a travs de la Agencia de los Estados Unidos para el Desarrollo
Internacional (USAID). El contenido del mismo es responsabilidad de (insertar el nombre
del autor) y no necesariamente refleja el punto de vista de la USAID o del Gobierno de los
Estados Unidos.

3.5 Sub Awards


Given the nature of the Program, subgrantees will only be required to mark with USAID
Identity all equipment purchased with grant funds. Publications produced by
subgrantees will follow the above described.

3.6 Program Deliverables to be Marked with USAID Identity


TYPE OF PRODUCT

TYPE OF MARKING

Quarterly Reports and Studies Cover page will include the USAID Identity, GCSS and
produced by Counterpart or its Counterparts Identity in the position and proportions shown
implementing partners (ICNL or above
MSI)

All equipment including that Equipment will be visibly marked using the following two
purchased by subgrantees
stickers

3.7 Request for Presumptive Exception for Unmarked Program Deliverables


Given the context described above and on the basis of policy guidelines AAPD 05-11 and
USAID Identity as American Assistance per ADS 320, ADS 303.3.6.3 and 22CRF 226.91 effective
as of January 02, 2006, Counterpart International requests Presumptive Exceptions identified
at 22 C.F.R. 226 for Impactos for all public communication, commodities acquired by CSOs,
program material or other deliverables, that would otherwise be required to visibly bear the
USAID Identity according to the proceeding marking plan.

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This request is based on the fact that transparency, accountability and citizen security
initiatives developed through the Program will be entirely led by Honduran CSOs. USAID,
Counterpart International, MSI and ICNL will not participate directly in the activities. The direct
presence of partners and USAID could weaken CSOs credibility and affect Program initiatives
with results that may be adversely affected due to the sensitivity within the political
environment.

REQUEST FOR PRESUMPTIVE EXCEPTION (i)


Presumptive Exception (i): USAID marking requirements may not apply if they would compromise the
intrinsic independence or neutrality of a program or materials where independence or neutrality is an
inherent aspect of the program and materials, such as election monitoring or ballots, and voter information
literature; political party support or public policy advocacy or reform; independent media, such as television
and radio broadcasts, newspaper articles and editorials; and public service announcements or public opinion
polls and surveys (22 C.F.R. 226.91 (h)(1 )).
TYPE OF PRODUCT

REASON WHY PRODUCTS SHOULD NOT BE MARKED

Public Communication
Letterhead
Business cards
Press releases
Brochures
Leaflets
Banners & signs
Success stories
Flyers
Posters
Fact sheets
Paid
announcements
Web sites
Videos
Radio messages

The goal of the program is to increase the transparency and accountability of public
institutions through support for civil society-led initiatives. Program objectives are: (1)
Improved effectiveness of civil society to advocate for transparency and accountability of
public institutions; and (2) improved capacity of public institutions to address gaps in the
enabling environment for transparency and accountability. Expected program results include:
increased civil society oversight of government; changes in government attitude and action in
transparency and accountability; changed perceptions and acceptance of corrupt practices;
planned impact from each program grant such as increased prosecution of accused
government officials; increased transparency and limitations on campaign contributions and
the establishment of a National Congress expenditure reporting mechanism among others.

Promotional Material
Caps
T-shirts
Key holders
Pens & pencils
Notebooks
Flash memories
Stickers
Events
Conferences and
forums
Workshops and
seminars
Study Tours
Consultations
Meetings

Some examples of program priorities are:

Instituting greater transparency over National Congress funding allocations and


expenditures

Reducing petty corruption among government workers with whom the public regularly
interact (teachers, police, licensing offices, etc.)

Initiating a deliberation period prior to signing major national licensing contracts (media,
natural resources, etc.)

Publicizing the solicitation, award, modifications and results of government direct and
emergency contracting

Advocating for greater transparency in prosecuting human rights cases

Pressing for greater judicial autonomy and stronger sentencing for officials convicted of
corruption

Increasing external auditing standards for public works projects

Enforcing laws prohibiting private sector corrupt practices

Legislating and enforcing greater transparency in campaign fundraising

Focusing efforts on problematic sectors such as health, education, infrastructure,


telecommunications, electricity and water and sanitation
To be able to achieve the above described, public communications and promotional material
and events will be required and will be printed, produced or developed in partnership or
independently by CSO and/or government institutions as key program stakeholders.
To achieve results, leadership and ownership of civil society and government institutions is

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required. The presence of USAID may weaken the credibility of CSOs and the objectives of
such actions can affect Program results due to the sensitivity within the current unfolding
political and social environment in the country. It is necessary for the Program to be seen as
transparent and neutral and not affiliated to any political tendency.

REQUEST FOR PRESUMPTIVE EXCEPTION (ii)


Presumptive Exception (ii). USAID marking requirements may not apply if they would diminish the credibility of audits,
reports, analyses, studies, or policy recommendations whose data or findings must be seen as independent (22 C.F.R.
226.91 (h)(2)).
Public
Communication
Studies
Investigative
reports
Public Surveys

These will include but not limited to the following:

Government Staff and public perception Surveys of Corrupt Practices

Cross Referenced Database and Reporting on Campaign Contributions and Legislative


Voting Study

Studies on court acquittal and conviction

Study on sector corruption cause and effect

Study Cost of corruption

Citizen report cards on government performance and major citizens challenges


These studies will provide actual information on different aspects of government transparency
and accountability practices. For further actions to be taken and changes to be made in the
levels and practices of transparency and accountability, it is important that these studies be
considered credible and independent of any type of external influence for them to be
accepted. Thus, marking with USAID Identity is not recommended.

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