Project Overview

The "Our Constitution Challenge" was an initiative spearheaded by the Department of Information under the Fijian Government as part of the Constitution Day celebrations. This project aimed to encourage public engagement and awareness regarding the Fijian Constitution through an interactive and creative online challenge. The campaign sought to leverage digital platforms and traditional media to reach a broad audience, inspiring Fijians to share their perspectives on the Constitution.

The campaign was designed as a competition where participants were invited to submit a 1-3 minute video introducing themselves and explaining their favourite aspect of the Fijian Constitution. The best entries, selected based on creativity and popularity, would win Samsung Galaxy S10+ smartphones. This project was executed through multiple promotional channels, including newspapers and digital platforms, ensuring maximum outreach and participation. The ultimate goal was to enhance civic engagement, particularly among the youth, and foster a deeper understanding of constitutional values through a digital-first approach.

Design Objectives

The primary objective of this project was to engage the public in a meaningful and participatory manner, encouraging Fijians to actively reflect on and share their thoughts about the Constitution. Digital integration played a key role, with social media platforms, particularly Facebook, serving as the primary medium for engagement, submissions, and public interaction. The campaign also prioritised visual appeal, developing compelling promotional materials that would resonate with a diverse audience and inspire participation. Ensuring a seamless and user-friendly submission process was another crucial aspect, allowing maximum participation from all demographics. Additionally, the campaign strategically incorporated a cross-platform promotional approach, integrating print media such as newspapers alongside digital advertising to reach both tech-savvy individuals and those reliant on traditional media.

Challenges & Solutions

One of the key challenges faced during this campaign was encouraging public participation, as many people were unfamiliar with engaging in government-led online challenges. Recording and submitting videos required an approach that emphasised ease of participation while also offering appealing rewards. This was addressed by providing clear, step-by-step instructions in a visually engaging infographic that simplified the process. The incentive of winning a Samsung Galaxy S10+ further served as a strong motivator for participation.

Reaching a wide audience was another challenge, as Fijians rely on various sources of information, ranging from social media to newspapers. To ensure inclusivity and engagement across all demographics, the campaign was promoted across multiple platforms, including Facebook, newspapers, and the official Fijian Government website. A blend of digital and print advertising helped to bridge the gap, ensuring that even individuals with limited online presence were aware of the initiative.

Maintaining content quality was also a crucial factor, as the open submission format carried the risk of receiving low-quality or off-topic videos. This issue was mitigated by explicitly stating the challenge criteria to ensure submissions were relevant and aligned with the campaign’s objectives. The government also curated and featured the best videos on its official pages to set a standard for content quality and engagement.

Final Outcome

The "#Our Constitution Challenge" successfully generated widespread engagement, with numerous participants sharing their insights on the Fijian Constitution. The initiative strengthened civic awareness and fostered meaningful discussions about constitutional rights and responsibilities. The campaign’s integration of digital and print media ensured a well-rounded reach, engaging diverse demographics. The winning videos, chosen based on creativity and popularity, received positive recognition on government platforms, further reinforcing the impact of the initiative.

Through this campaign, the Department of Information effectively harnessed digital platforms to connect with the public, demonstrating the power of interactive engagement in national conversations. The initiative set a strong precedent for future government-led digital campaigns, proving that innovation in public outreach can drive both participation and awareness.

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