El Salvador’s communication strategy behind the education reforms

In 1995, the government of El Salvador implemented successful education reforms thanks to a well-designed government communication plan. The reforms were aimed at solving the serious issues faced by the country’s education sector, including low enrolment, high dropout and repetition rates, inefficient management and low fiscal allocations. They consisted of giving control of the administration of the schools to trained local school-based parent associations. To address the lack of popular consensus, El Salvador’s Ministry of Education launched a communication campaign to build consensus for the reforms amongst the wider population. The campaign consisted of an integrated media and outreach strategy with programming in print but also radio and television in order to make it accessible to the illiterate sector of the population. To address opposition to the reforms from teacher unions and guerrillas, the Ministry held negotiations and bilateral meetings with their representatives.