The primary goal of this research was to gauge the public's perception and brand identity of the SSRC and the broader Red Cross Movement in South Sudan. It aimed to understand the SSRC's auxiliary role and overall perception within the country. Additionally, the study sought to identify key drivers and barriers affecting public acceptance, trust, and confidence in the SSRC, while also providing recommendations for enhancing communication strategies and public engagement.
The research reached 737 respondents across the three cities: 52% from Juba, 26% from Wau, and 22% from Malakal. Mixed methods of data collection were used such as questionnaire, key informant interview and focus ground discussion. Among key findings, the SSRC is known as number one respondent to disasters in country. And with historical knowledge of the ICRC, the SSRC enjoys good reputation as well as the whole Movement.
The research also sought to understand how the communities closely relate with the work of the SSRC.
The findings showed that 71.8% of respondents were familiar or very familiar with the activities of the SSRC. When disaggregated by location, Malakal led by 78.9%, Wau at 51.8% and Juba at 42.2%.
In his remarks during the presentation of the research findings, the SSRC President Joseph Dhuor Makuei expressed gratitude to the Finnish Red Cross and ICRC for their financial support towards commissioning this study. “We have made significant progress in alleviating the suffering of the communities we serve. It is crucial to periodically conduct perception surveys to understand the impact of our work and the level of trust people have in us,” he said. He also emphasized the importance of including minority communities in future research.
The SSRC Secretary-General, John Lobor, underlined the importance of disseminating the report to members, staff, volunteers, and partners to improve confidence and the organization's transparency. "We positively accept the report. This is a big step forward that will help us better understand our communities and enhance our initiatives, John said.
Tapiwa Chadoka, the country delegate for the Finnish Red Cross, praised the research as an excellent beginning. "It's time for us, as the Red Cross Movement, to unite and create impactful strategies and public awareness campaigns that highlight the Red Cross and its core principles," he stated. He also urged other Red Cross Movement Partners to step up and support the SSRC's communication and Safer Access Initiatives, emphasizing that these efforts are crucial for ensuring the Red Cross is well-known, trusted, and accepted within the community.
Building a strong brand and robust exposure of the SSRC with its partners, especially major bilateral funders both in and outside the country, is one of the research's recommendations. The SSRC can benefit from the linkages that the ICRC, IFRC, and Red Cross Movement Partners have with their primary domestic donors.
In conclusion, it was agreed that to have findings that represent the whole country, the partners need to support the SSRC in carrying out frequent studies that cover most of the states. Read more on this link. https://bit.ly/ssrc_brand_awareness
