Anti-corruption communications can backfire if poorly designed. NDI has developed new resources that delve into anti-corruption communications research and provide insights  for more effective messaging through tailoring, targeting and testing.   

Corruption undermines democratic institutions, corrodes public services and diminishes public trust in government. For reformist governments taking genuine steps to address long standing corruption challenges, building public support – such that citizens refrain from engaging in corrupt acts, report instances of corruption and more generally support the rule of law – is an uphill battle. 

How leaders talk about corruption plays an important role in mobilizing and sustaining public opinion, which is crucial for reformers to create the conditions that make systemic change possible - and durable. Effective communications are essential to earn and maintain popular support for government integrity reforms, while communicating progress and achievements can help bolster the legitimacy of the government, mobilize the public behind reform measures and generate support for enforcement efforts against politicians or other entrenched elites who might otherwise seek to undermine anti-corruption initiatives. During times of political change or “windows of opportunity,” effective communications campaigns are critical for sustaining public support and keeping the reform window open. 

In collaboration with the Center for International Private Enterprise (CIPE), NDI has produced  A How-To Guide to Anti-Corruption Messaging that spotlights ways to build more effective anti-corruption campaigns that are being tailored, targeted, and tested. Co-authored by Nic Cheeseman and Caryn Peiffer, the guide draws on 14 case studies across 10 countries that collectively reflect 27 tested messages. 

In parallel and informed by the global research, since 2022, NDI has supported qualitative and quantitative research in Moldova centered on citizens' perceptions of the anti-corruption reform agenda and the government’s progress in implementing it, as well as the opportunities to enhance integrity reforms through communications. 

The December 2020 election of President Maia Sandu opened a window of opportunity for the promotion of integrity reforms and the dismantling of oligarchic networks. The transition process has faced a number of challenges, including the Covid-19 pandemic, an influx of  Ukrainian refugees and the aftereffects of corruption cases from previous administrations, including the theft of one billion US dollars from three Moldovan banks.

NDI commissioned a report in Moldova to illustrate how evidence-based anti-corruption campaigns can be designed, tested, implemented and measured (see below). NDI’s report offers practical advice for how anti-corruption communication can be effectively deployed in the Moldovan context, prioritizing five main aims for anti-corruption messaging: 1) mobilizing citizens to report corruption, 2) helping citizens to know how to report, 3) addressing corruption in the health sector, 4) reducing corruption in the judiciary, and 5) improving confidence in political leaders. 

Crucially, the reports emphasize that anti-corruption communication is not a panacea; in order to bolster the credibility of messages, anti-corruption communication should be integrated into a wider campaign with concrete interventions to reiterate governments’ commitment to combatting corruption, improve public trust in key institutions, and streamline reporting mechanisms.