In this case study, Ica Fernandez evaluates the work of the Global Campaign for Media Freedom (GCMF) in the Philippines, as implemented by the British Embassy Manila and its partners from 2019 to early 2021. Based on in-depth interviews with 30 respondents, it finds that the GCMF’s work was considered relevant and timely and that public statements condemning attacks on media freedom were positively received and reportedly helped with morale among media workers.
However, it is unclear if these statement contributed to their desired outcome of ‘raising the cost’ for those who attack media freedom. Moreover, very few local journalists and human rights workers are aware of the Campaign or the small grants it awarded.
The British Embassy in Manila is aware of these limitations; and it has been able to maximise reach and relevance despite modest resources. The report suggests, then, that this first set of activities in the Philippines generally fulfilled its function as a pilot diplomacy campaign despite pandemic-related restrictions. Going forward, sustained and substantial effectiveness will depend on how the GCMF and the British Embassy in Manila under the new FCDO will decide on what constitutes ‘effectiveness’ and how it should be measured.
This case study provides early evidence of how a global multilateral advocacy campaign gets translated at country level, and suggests lessons that can be learnt for future programming on media freedom – both in the Philippines and globally.