In the pre-referendum period, there was a strong emphasis on the need for widespread voter education to enhance the credibility and legitimacy of the vote itself, and to maintain unity and peace.

A number of initiatives were undertaken by the Bougainville government and other partners to overcome people’s lack of access to traditional mass media (radio, television and newspapers).

This article focuses on one initiative, a telephone information hotline that operated for eight weeks just before polling.

It allowed people to ring a free-call number and hear pre-recorded messages about peacebuilding and the three pillars of the Bougainville Peace Agreement.

Callers were able to press 1 to hear information on peacebuilding, 2 for autonomy, 3 for the referendum and 4 for weapons disposal.

Each message was less than two minutes and recordings were updated weekly. This provided about an hour’s worth of audio information in total.

The service was promoted through traditional media channels, but principally through an introductory, automated ‘robocall’ from the president of Bougainville.

This was followed by subsequent weekly text messages announcing the availability of new recordings. 

The service was the first of its kind in PNG and was envisaged as a short pilot to identify the usefulness of the technology for public information dissemination in Bougainville.

It was implemented by the Autonomous Bougainville Government with the support of the PNG, Australian and New Zealand governments and operated by Digicel.

Research into the efficacy of the service was undertaken during its final two weeks, just prior to polling.

Eight group interviews were conducted with local community leaders, women and youths in a mix of rural and urban settings across Bougainville.

Of the 42 people who participated in the group interviews, 37 owned mobile telephones at the time of the research. Many of the handsets were basic mobile telephones – suitable for text messaging and calls only – rather than smartphones.

Many handsets had flat batteries on the day of the group interview – this indicates a technological challenge of daily life in Bougainville, which has consequences for mobile telephone initiatives.

While 79,285 calls were made to the hotline over the eight-week pilot, the knowledge of the telephone hotline amongst research participants was generally low.

The automated ‘robocall’ from the president announcing the service was not in fact received by most participants, and many did not consistently receive the weekly text message reminders. This indicated that the strategy fell short of its promise, which reduced uptake of the service.

As intended, some users gathered in groups to listen to the recordings. Also, the hotline had been used in places where people had no access to radio and very limited access to other forms of media.

Participants generally thought the hotline should be continued in the post-referendum period but suggested increasing awareness of the service itself.

There was much discussion about the need to improve mobile network coverage, which participants said was weak and inconsistent, with no coverage in some villages.

There were also requests for improvements to other communication mediums, particularly radio broadcasting.

Despite these challenges, it was perceived that referendum awareness had been thorough. Most participants felt they and their fellow community members had sufficient knowledge about the referendum and were ready to vote. 

The research found no striking differences in the awareness or use of the service by age or gender.

Differences were noticeable, however, between the three regions of Bougainville regarding access to mobile network coverage, as well as access to other information and communication mediums.

For example, in South Bougainville, participants reported substantial challenges with the quality and reach of mobile network signals and said that they had almost no access to radio stations, newspapers or television.

As Hogeveen argues, there is a trend in the Pacific region towards ‘digital aid’ in which international donors utilise information and communication technologies. The Bougainville hotline is one such example.

Chand contends that, given limited access to radio, textbooks and other information sources, the utilisation of digital technologies could allow delivery of basic services in Bougainville.

For example, as part of their emergency response to Covid-19, both the PNG and Bougainville governments are operating free-call telephone information hotlines for their citizens. 

The design of the referendum hotline was in line with published guidelines for the strategic use of mobile telephones in PNG.

For instance, that technology should be simple to use for people with low literacy, numeracy and technical skills. This hotline was relatively simple to use, providing a free-call number, with four options of audio messages to listen to.

Even so, some research participants did not understand how to select the four options or that the messages changed each week. Careful consideration of ‘mobile telephone literacy’ is needed in the design and promotion of future innovative services.

Research participants commented that the free-call design was beneficial for them. Lack of mobile telephone credit is a huge barrier for people throughout PNG, due to both affordability and logistical challenges of locating a place or method to buy credit. 

So, what are the implications for the delivery of public information in Bougainville and elsewhere in the Pacific? 

Effective government-to-people communications are vital for an informed and engaged citizenry and are essential for the effective operation of democracy.

For Bougainville, it could be argued that the post-referendum negotiation process now taking place between the Bougainville and national governments requires an even more intensive communications and community engagement effort.

If there are broader lessons to be learnt, it is that an engaged and informed population, reached through a range of mediums, can make a positive contribution to the process. 

If there are to be future iterations of a telephone hotline in Bougainville or elsewhere, it must be but one tool in a multi-channel effort. The technology must be pre-tested and well promoted. Research participants also suggested leveraging the hotline for use in community-based, face-to-face activities.

Some asked if the audio files could be made available through other means, such as flash drives. Sharing of digital content by Bluetooth or local Wi-Fi hotspots does present another opportunity for those with suitable devices.

Mobile telephones, particularly when paired with other mediums, can play a role in delivering civic education and increasing community engagement throughout the Pacific.

However, the design of future mobile telephone-led interventions may benefit from being realistic about the effective reach of current mobile telephone service and infrastructure. 

This bigger issue of large information black spots in Bougainville, due to poor access to mobile telephony, radio or other information channels, will continue to challenge government and development communicators alike.

Mobile telephone users in Bougainville struggle with accessing continuous, reliable mobile network coverage and keeping their handset batteries charged – and they want radio coverage restored to pre-conflict standards.

Both in Bougainville and elsewhere in PNG, there is a large gap between ideal and actual service delivery.

This article is based on a paper published by the ANU Department of Pacific Affairs as part of its Discussion Paper series. The original paper can be found here