Raising public awareness of Montenegro's new Ombudsman

Montenegro appointed its first Ombudsman over 18 months ago in November 2003, but a recent study by the European Commission has highlighted the public's lack of awareness of the recently-created institution and its role. The public information campaign, which includes media interviews, talk show appearances, press conferences and the publication and distribution of printed materials, is aimed at countering that.

The Ombudsman's role

The role of the Ombudsman's office is to protect citizens against possible misuses of power by state institutions. Experiences in neighbouring countries have shown that an Ombudsman can also help democratic principles become more deeply rooted.

"The importance of an Ombudsman institution in a democratic society is based on the fact that it is independent from the executive branch of power and therefore acts as one of the checks and balances in a democratic system," says Head of Mission Ambassador Maurizio Massari.

The success of legal and administrative reforms that promote professional and unbiased institutions is crucial in fulfilling the country's ambitions to join the European Union.

The campaign strategy

"We called the public awareness campaign 'Ispravno' or 'It's right'," says Helen Gardiner, Programme Officer at the OSCE Office in Podgorica. "It sends some important messages: citizens have rights, and these rights must be protected. It also refers to the right they have to contact the Ombudsman for help."

The communication strategy includes television and radio interviews, explaining the mandate of the Ombudsman. How to contact the institution was explained through appearances in political talk shows and other public events. And through the distribution of leaflets explaining how the Ombudsman's office can help citizens - what it can and cannot do - it is hoped that the general public will be better able to formulate their complaints.

One of the major tasks of the campaign is to encourage the Montenegrin people to turn to this institution for help. Even though the Ombudsman can only make recommendations - and cannot sanction any institution or official - its strength will come from its transparency and its balanced critique of the work of state institutions.

Creating a visual identity

To raise the young institution's visibility, OSCE and Ombudsman representatives offered some 25 art students in the town of Cetinje the chance to design a logo. Three months later, the jury chose a design by Marko Radunovic.

"It was a challenging task," says Radunovic. "I approached the logo's design with responsibility and positive respect. I had to create a visual identity for an institution that represents the tip of the European democratic iceberg."

He believes strongly in the role of the institution, adding: "It's only human to protect others."

All posters, leaflets, letterheads, envelopes, annual reports, pins and business cards will now carry the new logo, giving the Ombudsman's office a clear public profile.

"This institution has the moral high ground. I hope that I have succeeded in illustrating this through the new logo," says Marko Radunovic.

Not only for the public

As the information campaign continues throughout 2005, the aim is to raise awareness not only among the public, but also among state officials and other people in positions of public authority who could potentially violate citizens' rights.

In the second half of 2005, the campaign will target specific state authorities such as prisons, hospitals and government ministries. More public information material with the new logo will be distributed on various occasions to the citizens of Montenegro and public officials.