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