Will the Real John Withers Please Stand Up?

UNCLAS TIRANA 000150 SIPDIS STATE FOR EUR/PPD AND EUR/SCE E.O. 12958: N/A TAGS: KPAO SCUL AL SUBJECT: Will the Real John Withers Please Stand Up? ¶1. SUMMARY: Embassy Tirana has received extremely positive feedback regarding Ambassador Withers' appearance on the high-viewership variety/comedy show "Portokalli" (Orange) on March 1. The Ambassador's appearance on this type of TV show is the latest example of the Mission's innovative PD programming aimed at a broader and more diverse Albanian audience. END SUMMARY. ¶2. In a show of high spirits and good humor, Ambassador Withers appeared on Top Channel's high-viewership variety/comedy show "Portokalli" (Orange) on March 1. The Ambassador took part in a skit that was in response to the Embassy's popular "Read with the U.S. Embassy" program. During the skit, the Ambassador's double read "The Giving Tree" to a group of school children. The real Ambassador then appeared, thanked his double for doing such an excellent job, and used the opportunity to urge Albanians to continue with their tradition of being a giving nation. ¶3. Reaching beyond the political elites via this creative TV appearance accomplished many objectives: 1) It provided a high-profile spotlight for embassy programs, such as "Read with the U.S. Embassy", dedicated to tackling illiteracy and promoting the learning of English at an early age; 2) It enabled the Ambassador to present important aspects of American cultural and societal values including that of good-humored graciousness; and 3) most importantly, it provided Albanians with a role model who publicly relayed a message of hope and prosperity to the Albanian people - something lacking from the country's own politicians and others in the limelight. ¶4. Although Albania is staunchly pro-American, much of the public has limited knowledge of American society and culture. By placing the Ambassador on a comedy show watched at every level of society and utilizing other forms of person-to-person cultural diplomacy, Public Affairs (PAS) is providing a more complete picture of the U.S. and making the Albanian public less susceptible to uninformed views. At the same time, the "real people" approach to public diplomacy is allowing the Mission to reach out to audiences like never touched before. ¶5. The positive feedback still pouring in is evidence that we are on the right track and that our creativity is having an impact. At a recent Embassy reception, current ministers, MPs, politicians, academics and leaders in civil society could not stop talking about the wide reaching effects of the Ambassador's appearance.. One invitee noted "It was another example of your positive representation of the American people here in this country. We commented on how your self-effacing approach echoed that of President Obama. What a different and refreshing demeanor from our highest government officials. This is the America that makes me proud." The head of the Albania Desk at the MFA said that he received literally dozens of calls about the show, but more importantly, gratitude for the message. A 60 year old woman from the south of the country called PAS staff and said "That's why I love America." ¶6. COMMENT: Embassy Tirana has utilized many creative, non-traditional approaches to get the U.S. message across. Rarely has a less-than-three-minute message had such wide impact on Albanian society. PAS will continue to use more traditional methods of information dissemination coupled with creative methodology and outreach activities to ensure that the Albanian audience continues to develop its understanding of U.S. policy, society, culture and values. END COMMENT. WITHERS