#PasstheBaton: Uniting Iraq’s youth against corruption

November 28, 2024

"Today, I ran against corruption, and it has been an honor to take part,” says Ekhlas Aziz, proudly representing her district of Xabat. Echoing her enthusiasm, Sahin Abdle Wahab adds, "I enjoyed being here and kick-starting the campaign with this marathon." Rahma Khardan Harki joins in and shares, "Together we ran the marathon in Erbil today. We are proud."

Last year, Ekhlas, Sahin, and Rahma were among the first to "pass the baton" during a marathon in Erbil, located in Iraq’s Kurdistan Region. This event marked the launch of the nationwide #PasstheBaton campaign against corruption, an initiative that has inspired millions across Iraq. This year, #PasstheBaton’s impact has gained recognition beyond Iraq, earning finalist spots at the Middle East PR Association (MEPRA) Awards for Best Non-Profit Campaign and Best Use of Limited Budget.

Corruption: Biggest burden against development in Iraq

In Iraq, the fight against corruption is complex and deeply affects many aspects of society. It hinders development and limits access to basic needs and services for many. Recognizing corruption as a fundamental cause of instability and conflict, Prime Minister Mohammed Shia Al Sudani and his government have prioritized the fight against corruption for sustainable development.

#PasstheBaton and stand against corruption

In support of the ongoing efforts to promote transparency and accountability, UNDP Iraq launched #PasstheBaton on International Anti-Corruption Day in 2023. The campaign was designed to empower Iraqi youth to discuss, reflect on, and engage with issues surrounding transparency, while fostering a sense of collective responsibility.

The concept of "passing the baton" symbolizes a commitment to transparency and accountability. Each time the baton was passed, it represented not only a symbol but also a shared responsibility to fight corruption. The campaign encouraged citizens to use available reporting mechanisms and engage with public institutions to strengthen their role in promoting integrity. As part of the campaign, a quiz was hosted on UNDP's Instagram channel to raise awareness about corruption and assess the public understanding. The campaign's landing page provided educational information on corruption and the appropriate steps to take if one is suspected of corrupt practices. With an initial goal of reaching 500,000 views, #PasstheBaton far exceeded expectations, creating new opportunities for Iraqi youth to engage in this critical dialogue.

The power of digital engagement

“Our collaboration with UNDP has been invaluable. Partnering on a national anti-corruption campaign aligned seamlessly with Ogilvy’s mission to make an impact beyond business,” ays Mariella Abdo, Head of Memac Ogilvy for Iraq and Lebanon. ”Through a digital-first, localized approach, we connected with Iraq’s youth, driving digital engagement that inspires understanding and action. Together, we’ve shown how bold, creative partnerships can spark lasting change.”Recognizing the power of digital engagement, UNDP Iraq partnered with Memac Ogilvy to amplify the campaign’s reach.

“Corruption is a deeply rooted challenge in our society. However, the change is possible. For the change we all should stay united and become one voice and one action against it. That is why I joined #PasstheBaton and will continue to support the actions to be taken,” s adds Mustafa Zair, a famous musician in Iraq. Zair and other influencers played an integral role, using their platforms to spread the campaign’s message and encouraging their followers to "pass the baton."

UNDP worked with 23 youth and women’s organizations to ensure the campaign resonated with Iraq’s youth, especially on social media platforms like Instagram and TikTok. A Twitter challenge among UN agency heads further promoted a unified UN stance against corruption, while influencers boosted campaign visuals, inspiring their followers to join the movement.

65 million of outreach

The response to #PasstheBaton exceeded expectations. Within 10 days, the campaign reached 65 million views and engaged many, mostly under the age of 30. The campaign provided a space where young people could express their views on a topic that matters deeply to them, reflecting a shared desire for transparency.

In the Kurdistan Region of Iraq, the campaign coincided with a 28% increase in the use of the corruption reporting hotline, showing that platforms for dialogue can help encourage constructive action. Across social media, thousands of young Iraqis shared their thoughts, concerns, and hopes, engaging in open discussions about the impact of corruption on their lives. These conversations revealed a strong public interest in accountability, as well as the community’s desire for a safe and transparent environment.

Supported by the European Union, and launched by UNDP’s anti-corruption initiatives, #PasstheBaton has provided Iraqi youth with a constructive platform to engage with issues critical to Iraq’s future. This campaign embodies UNDP’s commitment to supporting Iraq’s fight against corruption in partnership with the people and institutions dedicated to positive change.

To learn more about #PasstheBaton, read the full campaign report here. Together, these conversations may lay the foundation for a brighter, more accountable Iraq.