Paulina Chavez
Press Secretary
[email protected]
By Corina Rebegea, Non-Resident Fellow at the Accountability Lab, and Katie Fox, Eurasia Deputy Regional Director at the National Democratic Institute (NDI).
A common concern in combating vote buying is the ineffectiveness of typical awareness campaigns (here). An NDI program in Moldova suggests a more successful strategy: combine robust law enforcement with tailored, empowering public messaging. Rather than relying on fear or blame, this approach centers on voter dignity and institutional integrity, offering valuable lessons for combating electoral corruption worldwide.
Although the evidence comes from a single country, the Moldovan experience offers several lessons to inform future efforts to prevent vote buying:
Negative messages tend to amplify distrust in elections, so the focus needs to shift from portraying elections as “stolen” to highlighting efforts to ensure their integrity.
Identifying trusted actors in society is essential for raising awareness of what constitutes electoral corruption and conveying deterrent messages. In Moldova, the police emerged as an increasingly trusted force, potentially due to their involvement in anti-vote buying investigations.
Messages that raise confidence and emphasize individual responsibility resonate better than those that blame or threaten citizens. Awareness-raising about the legal consequences will be well-received, but only among certain demographics, so an in-depth understanding of the different audiences is essential.
