VZCZCXYZ0002
RR RUEHWEB

DE RUEHBU #0200/01 0501603
ZNR UUUUU ZZH
R 191549Z FEB 10
FM AMEMBASSY BUENOS AIRES
TO RUEHC/SECSTATE WASHDC 0566
INFO MERCOSUR COLLECTIVE

UNCLAS BUENOS AIRES 000200 
 
SIPDIS 
 
E.O. 12958: N/A 
TAGS: PREL KWMN KPAO PHUM AID CDC COM TRSY AR
SUBJECT: Argentina: S/GWI Project Proposals 
 
REF: 09 STATE 132094 
 
Embassy Buenos Aires received two project proposals for the Small 
Grants Initiative run by the Secretary's Office of Global Women's 
Issues (reftel).  The Embassy strongly supports the project 
proposal entitled: "Argentina's Bicentennial: A Country of Healthy 
Women."  This project would be implemented by the Liga Argentina de 
Lucha Contra El Cancer (LALCEC) with overall grant oversight 
performed by the Embassy's Public Affairs Section (PAS).  This 
project was developed by LALCEC with input from our PAS and 
Environment, Science, Technology, and Health (ESTH) offices.  The 
Embassy also supports the "Women's Leadership and Comprehensive 
Social Development Program" of the "Kids of the Green Millennium" 
Foundation, for which PAS would have grant oversight.  The first 
submission is verbatim from the proposal received.  The second 
required translation and editing as the initially-submitted 
proposal was 20 pages and in Spanish.  Both are available in 
Microsoft Word versions upon request. 
 
 
 
--------------------------------------------- ------------- 
 
A - "Argentina's Bicentennial: A Country of Healthy Women" 
 
--------------------------------------------- ------------- 
 
¶1.      Summary: A Country of Healthy Women was developed by Liga 
Argentina de Lucha Contra El Cancer (LALCEC) with support from 
Embassy Buenos Aires.  Argentina has a low awareness rate of cancer 
risks, the importance of early detection, and treatment 
possibilities.  Research has shown that a large percentage of 
Argentine women say they "do not want to hear people talk about 
cancer," and believe that "cancer is always a mortal disease."  The 
focus of this proposal is educating women about cancer detection 
and treatment, empowering them to speak more openly about cancer, 
and reducing smoking rates among young women. 
 
 
 
¶2.      Problem to be Addressed: A low level of awareness of cancer 
risks, the importance of early detection, and treatment among 
Argentine women, particularly young women.  One out of four people 
contract cancer at some point of their life.  In the United States, 
the cancer mortality rate has dropped significantly due to 
sustained efforts to educate the population about cancer 
prevention, diagnosis, and treatment, but Argentine women do not 
have equivalent levels of awareness.  Breast and uterine cancer are 
first and second on the list of cancer mortality rates in Argentine 
women.  Lung cancer is fourth, caused partly by high rates of women 
smokers.  WHO statistics show that Argentina has among the highest 
rates of female smokers in the world, with the highest rates in the 
15-18 year age group (in this age group, the smoking rate is 
actually higher among girls than boys). 
 
 
 
¶3.      Project Summary: The project consists of a nation-wide 
program on cancer prevention and health education for Argentine 
women, especially adolescents, utilizing both traditional outreach 
method and new technologies and social media.  The three focus 
areas are: 1) breast cancer, 2) uterine cancer, and 3) tobacco and 
cancer.  LALCEC will administer the project with the assistance of 
Embassy Buenos Aires.  The program will be nation-wide, utilizing 
LALCEC's pre-existing network of 144 representatives. 
 
 
 
The primary challenge in Argentina is engaging the community on the 
topics of cancer risks for women.  Local research and studies show 
that Argentine women do not want to talk about cancer, primarily 
out of fear.  Women assume that cancer is painful and untreatable 
and therefore choose ignorance rather than vigilance.  LALCEC and 
Embassy Buenos Aires aim to create fresh, youth-focused programming 
that encourage women to be more open about women's health issues, 
addressing topics such as self-detection and what to do if they 
suspect they have a tumor. 
 
 
 
With health education not common in schools, LALCEC will reach out 
to a young audience through school presentations and the use of new 
media that communicates with them directly. The program will also 
enhance outreach to the community at large and the medical 
community to educate them about women's cancer prevention, 
detection, and treatment. 
 
The proposal includes scheduled workshops and lectures, 
dissemination of information through the media, design of didactic 
materials to complement outreach, video conferences between 
Argentine and American cancer experts, and design of a new social 
media campaign.  The new media campaign will include use of 
websites, blogs, on-line forums, Messenger, Facebook, Flicker, and 
YouTube.  The project will have a duration of one year. 
 
 
 
¶4.      Project Details: The four components of this projects are: 
 
1)      inform women and girls about cancer prevention and 
treatment in 90 LALCEC branches; 
 
2)      design of a new-media campaign using websites, blogs, 
on-line forums, Messenger, Facebook, YouTube, Flicker, and other 
available new media; 
 
3)      design of training programs for the LALCEC's 
representatives and volunteers who are responsible for doing 
outreach to the communities; and 
 
4)      promotion of professional exchanges between cancer doctors 
from Argentina and the U.S. using DVC technology. 
 
Detailed explanation: 
 
1)      90 of LALCEC's branches will be responsible for community 
outreach.  Each branch will organize one public lecture to the 
community, three school presentations, six press interviews, and 
regular dissemination of information via mail and e-mail. 
 
2)      Post will help LALCEC in its effort to reach a broader and 
younger audience. 
 
a)      A revamped LALCEC website will include expanded 
information, interactive chats, and on-line forums.  Banners and 
wallpapers with relevant messages will be available for free 
download. 
 
b)      The campaign will include opening Facebook, YouTube, and 
Flickr accounts.  Argentina has over 6.5 million Facebook accounts 
and 5.2 million YouTube accounts, making these among the most 
effective tools for reaching a young audience.  The campaign 
Facebook page will include quizzes and interactive games.  Public 
events will be recorded and uploaded to YouTube for future viewing. 
Links to such items will be distributed to LALCEC and Embassy 
contacts (Embassy Buenos Aires already has 10,000 friends on 
Facebook). 
 
c)      Pictures from activities will also be loaded into a public 
Flickr gallery accessible from the LALCEC website. 
 
d)      Depending on available funding, LALCEC and the Embassy will 
approach major cell phone companies in Argentina to design a text 
messaging campaign, which could reach a potential audience of up to 
10 million people. 
 
e)      LALCEC will hire a part-time intern solely dedicated to 
managing new media campaigns and researching other new media 
opportunities. 
 
3)      LALCEC will train over 200 volunteers at its annual 
convention, who will be sent out to train other volunteers in their 
communities.  It will also hold training workshops at the 90 
participating LALCEC branches, conducted by LALCEC doctors and 
specialists. 
 
4)      The Embassy will organize quarterly DVCs between Argentine 
and American specialists in the areas of cancer prevention and 
treatment.  With new technology, these DVCs can be transmitted to 
doctors in four cities across the country, greatly increasing the 
audience.  The Argentine Health Ministry is in the process of 
founding a National Cancer Institute, which the Embassy and NIH are 
supporting.  With these ties, the Embassy will be able to unite 
LALCEC and the new Institute in cancer outreach opportunities. 
 
 
 
¶5.      Desired outcomes and performance measures: 
 
1)      Lectures and presentations (direct contact, through each of 
90 branches): aim to reach 50 people/branch by lectures, 300 
through school visits, and 200 through document distribution. 
Total number of direct contacts: 49,500 people. 
Evaluation: Registration of attendees, press reports. 
 
2)      New media campaign (indirect contact): Website: 500,000 
 
visits/year; Facebook: 10,000 fans; YouTube: 5,000 viewers; text 
messaging: 50,000 messages.  Total indirect contact for the 
campaign: 565,000.  The self-sustaining nature of on-line resources 
will allow this outreach to continue to reap benefits beyond the 
one-year project. 
 
Evaluation: Quarterly count of visits/hits, compilation of blog and 
Facebook comments, and received e-mails. 
 
3)      Volunteer training program: 200 through annual national 
conference, 1,000 through branch training programs. 
 
Evaluation: Each participant will be evaluated by the doctors who 
provide the training. 
 
4)      Cancer prevention/treatment DVCs: 80 participants in each 
of four DVCs. 
 
Evaluation: Registration of participants in the DVCs. 
 
 
 
¶6.      Detailed Budget: 
 
(All amounts in USD) 
 
Lectures and Presentations: 
 
Public lectures: Honorarium for 90 speakers ($100/presentation): 
$9,000 
 
School presentations: Honorarium for 90 speakers, each visiting 
three schools ($100/presentation): $27,000 
 
Graphic design, printing services: $3,420 
 
Press campaign/Advertising campaign: $12,000 
 
Total: $51,420 
 
 
 
New Media campaign: 
 
Design services: $4,500 
 
Web and online campaign: $2,500 
 
Intern's salary for one year: $5,000 
 
Facebook ad campaign $4,000 
 
Total: $16,000 
 
 
 
Training programs for volunteers: 
 
Annual Convention Organization: $11,600 
 
(Rental of venue, equipment, catering) 
 
Information package production to distribute to branches: $970 
 
Workshops audio/tech equipments: $970 
 
Total: $13,540 
 
 
 
DVCs between Argentine and American specialists in cancer 
prevention and treatment: 
 
Honorarium for speakers: $800 
 
Admin costs for DVCs: $800 
 
Meetings with doctors to promote DVC and campaign: $2,100 
 
Graphic design/Information packages/DVD productions for doctors: 
$3,000 
 
Total: $6,700 
 
 
 
Launching of campaign: 
 
Representation costs for launch reception:  $5,340 
 
Program evaluation: 
 
Development of measurement indicators and follow up: $2,600 
 
Evaluation and measurements guide: $2,600 
 
Quarterly Reports: $900 
 
Final Report: $900 
 
Total: $7,000 
 
 
 
Total budget: $100,000 
 
 
 
Matching funds:  If State Department grant of $100,000 is approved, 
LALCEC will contribute $55,400 that will be needed to implement the 
communication strategy across its 144 branches.  These matching 
funds will be used to cover professional honorariums for the 
training program, representational events to publicize the 
campaign, and administrative costs to manage the grant. 
 
 
 
TOTAL COST OF ONE YEAR PROGRAM: $155,400 
 
 
 
To be covered by State Department: $100,000 
 
To be covered by LALCEC: $55,400 
 
 
 
¶7.      Recipient Organization: Founded in 1921, LALCEC is the 
leading Argentine non-governmental organization specializing in 
cancer prevention, education, early detection and patient 
assistance.  LALCEC is headquartered in Buenos Aires and has 144 
branches across Argentina which will participate in this project, 
giving it a comprehensive national effect.  LALCEC regularly 
participates in regional and international networks, including the 
International Union Against Cancer and the Association of 
Iberoamerican Leagues Against Cancer; the experiences and materials 
that result from this project can be shared for use regionally 
through these networks.  In order to demonstrate full transparency 
to the organizations and individuals who support it, LALCEC hires 
Deloitte to perform external audits.  Mrs. Maria Ines Marchigiani 
de Ucke is the President of the organization and has participated 
in several State Department programs.  Ms. Marchigiani de Ucke also 
traveled to the U.S. in 2007 to participate in the White House 
Conference of the Americas. 
 
 
 
 
 
--------------------------------------------- ---------------------- 
-- 
 
B - "Women's Leadership and Comprehensive Social Development 
Program" 
 
--------------------------------------------- ---------------------- 
-- 
 
 
 
Introduction: 
 
 
 
This program was designed by a multidisciplinary team of 
professionals and specialists from the "Los Chicos del Milenio 
Verde" Foundation (Foundation "The Kids of the Green Millenium"), 
in cooperation with the Ministry of Production of the Province of 
Buenos Aires; the Center for Communication and Gender, Department 
of Journalism of the National University of La Plata; the 
Directorate of Social Economy and Municipal Women's Council of the 
Municipality of La Plata.  The program was developed for 
implementation in the municipality of La Plata (which includes: the 
City of La Plata, which is the capital of the Province of Buenos 
Aires, and the adjacent cities of Berisso, Ensenada, Magdalena, 
Punta Indio and Brandsen. This region has a population of 754,389 
 
inhabitants.) 
 
 
 
Statement Identifying the Problem: 
 
The particular region mentioned is a major urban area, though 
mostly low income and with many people well below the poverty line. 
For this particular reason, a great percentage of women are 
undereducated and victims of domestic violence. 
 
 
 
Project Description 
 
The central idea of the project prioritizes, as one of its 
strategic goals, the comprehensive development of women by 
stimulating their potential through participation and organization 
in the social, economic, political, and cultural life of their 
communities and through the full exercise of their rights. 
 
 
 
We believe that by creating opportunities for the emergence and 
strengthening of women leaders, capable of formulating and 
implementing policies for integration, with a wider reach from 
grassroots organizations and through the transformational power of 
women in our society, we can create a true democracy.  For this 
purpose, we will implement different projects: 
 
 
 
--Promoting women's economic development.  Business incubators with 
a gender-oriented perspective - Bicentennial Fair - Virtual Fairs. 
 
--Development of skills for using information technology resources. 
 
--Prevention of gender-related domestic violence and assistance for 
its victims. 
 
--Training and education throughout our area of responsibility; 
workshops for strengthening family relationships, prevention and 
counseling of domestic violence. 
 
--Promoting awareness of women's rights. 
 
--Women leadership development in business, health, politics, and 
culture. 
 
--Promoting awareness and commemoration of women historical 
contributions. 
 
--Consolidation of a "Best Practices" database on multiple issues. 
 
 
 
These projects will aim to restore the social and productive role 
of women in the local community through effective and coordinated 
involvement.  Therefore, these projects will be implemented and 
managed by a partnership between NGOs and the public and private 
sector. 
 
 
 
"Businesses Incubators with a Gender Perspective" Project: 
 
(Gender dimension and local development)Summary 
 
The "Businesses Incubators with a Gender Perspective" Project aims 
to provide training for 2,250 underprivileged women, in order for 
them to achieve economic autonomy by developing their own business 
projects. This initiative will provide, through participation in 
conferences, seminars, workshops, and gatherings, the opportunity 
for women from poor neighborhoods to present their project ideas, 
develop new ideas, develop the skills necessary to implement their 
projects and see a successful outcome.  It will also attempt to 
increase women's awareness of their own individual abilities and 
potential, and how to maximize them in order to generate a 
productive, self-managed project that can provide economic autonomy 
and a better quality of life.  The project will constantly produce 
materials resulting from the discussions and new proposals that may 
arise from our workshops, in order to share the experience with the 
community and to set precedent for public policies. 
 
We will also develop a system to constantly monitor and evaluate 
the program during its execution and development, and to keep track 
of its application. 
 
As a result, this tool will also provide up-to-date information 
about the local development, gender perspectives, and employment 
variables. 
 
Giving projects a "gender perspective" means the particular ways in 
which these projects or enterprises must be developed and managed 
differently by women and men in order to be successful.  This is 
due to female entrepreneurs' unique needs, such as caring for their 
children, family, and the elderly, and managing periods of 
pregnancy and post-natal care. 
 
 
 
We believe that women can and should be active citizens and agents 
of change by committing to meaningful projects that will change 
their own families, their communities, and society in general. 
 
 
 
Understanding the complexity of women's issues and how they are 
intertwined with all other society issues is essential in order to 
avoid segregating them into a separate, isolated topic.  This 
proposal intends to attack and address this complexity in its 
program. 
The project aims to address the consequences of gender 
discrimination and exclusion and seeks to reduce problems with 
malnutrition, health, education, culture, and social development. 
Most importantly, this project wants to empower women. 
 
 
 
In addition, these trained women will be able to replicate the 
wealth of knowledge acquired through organizing and starting up a 
productive enterprise, helping to multiply the initiative's effects 
in their communities.  On the other hand, it will allow us to 
produce and systematize statistical and referential information 
useful for planning and designing other programs and projects for 
the comprehensive development of women. 
 
 
 
General Objetive: 
 
To promote local development from a gender perspective, through the 
development of productive start ups projects.  Desired Outcome: 
 
¶1.  To relieve the existing social demand for start ups and its 
development from a gender perspective. 
 
¶2.  To promote development from a local perspective focused on 
gender. 
 
¶3.  To generate a project methodology with a gender perspective. 
 
¶4.  To develop productive and sustainable projects that have a 
positive impact in economic growth and social thrust, reflected in 
a better quality of life. 
 
¶5.  To develop methods for monitoring and evaluation. 
 
¶6.  To produce relevant data on gender and local 
development/impact. 
 
¶7.  To develop a marketing and communication strategy to 
effectively promote social issues. 
 
¶8.  To develop awareness programs for female entrepreneurs and 
integration in vocational skills development. 
 
¶9.  To consistently increment entrepreneur quotas and consolidate 
the program. 
 
¶10.  To promote and provide a business/entrepreneurial culture to 
everyone involved. 
 
¶11. To strive to create employment opportunities, wealth, and 
social welfare through the creation of new start ups and 
consolidation of existing ones. 
 
¶12. To develop skills that will allow entrepreneurs to grow and 
strengthen their business, in order to enter the economic 
mainstream. 
 
¶13. To offer a common space for information gathering, skills 
development, networking, and access to multiple channels to offer 
and promote their products. 
 
¶14. To offer financial and credit options to that will support 
 
growth of current small business and development of new ones. 
 
 
 
Incubator model 
 
The Incubator model will promote the development of existing start 
ups through strategies of productivities, and of new projects by 
identifying new, solid business opportunities that will allow 
economic development. 
 
 
 
Goals: 
 
--2,250 women skilled in the development of start-ups/small 
businesses. 
 
--Available mentoring by four top business/entrepreneurial experts. 
 
--Available tutoring by 30 advanced business/entrepreneurial 
university students. 
 
--Partnership with four Financial/Credit Institutions. 
 
--Partnership with 20 product distribution chains for the 
commercialization of product and services. 
 
 
 
Stages: 
 
The incubation process has three stages; all three stages will be 
offered tutorial service and expert advice. 
 
 
 
Pre incubation: 
 
--At this stage, the new entrepreneur will learn basic business and 
technological policies in order to define a structured idea. For 
this process to work, courses, guides, and advice will be offered 
to identify business ideas.  At the end of this stage, the new 
entrepreneur will be prepared with a structured business idea. 
 
 
 
Incubation: 
--The incubation stage begins once the entrepreneurs and their 
ideas are approved. In this stage, there is also the possibility of 
an entrepreneur with an already established idea to participate. 
In the first scenario, the entrepreneur will participate directly 
in the incubation process.  In the second scenario, an entrepreneur 
with an already established business idea will receive basic 
technological training if needed, and the business idea will be 
defined and managed in a formal way.  If at least one of these 
answers is negative, then the trained entrepreneur with their own 
business project will initiate their own training process. 
 
 
--Once the incubation process is finished, the entrepreneur will be 
trained, will have a formal business plan, and will have 
possibilities for sustainability. 
 
 
 
Post incubation: 
 
--In this stage, the entrepreneur is given support to let the new 
business grow and consolidate, as well as having a business 
diagnosis provided by a public or private organism.  When this 
stage is finished the entrepreneur will have two options.  One is 
to graduate and to continue working on their new business, while 
the other would be to allow accelerated growth of their business. 
 
 
 
Recipient Organization 
 
The NGO "Los Chicos del Milenio Verde Foundation," is an 
independent, non-profit organization whose principal mission is 
environmental education by caring for the environment and by social 
participation in activities that increase quality of life in the 
population, ensuring the welfare of the planet now and in the 
future.  It supports safe environmental policies, conservation of 
biodiversity, and proper use of natural resources. 
 
This institution's goal is sustained through actions and policies 
in: environmental education, communication, legislation, and 
training; promoting citizens' commitment to care for the 
environment; and by stimulating government responsibility in the 
execution of coordinated activities between NGOs, the public and 
private sector, and the community. 
 
WEBSITE: www.fundaciondeloschicosdelmilenioverde.org 
 
 
 
 
Budget: 
 
Areas 
 
Price 
 
By unit 
 
TOTAL 
 
18 months 
 
Supplies:  (360 workshops x 18 Months) execution/monitoring & 
evaluation/promotional equipment) 
 
 736.00 
 
 13,248.00 
 
Awareness campaigns x 3 
 
  2,000.00 
 
  6,000.00 
 
WEBSITE ($40 x mo/18mo) Design and maintenance 
 
39.07 
 
   703.14 
 
TRAINING HRS 5760 hrs. x $ 7.88  (360 workshops @ 16 hrs ea/mo 
 
2,521.60 
 
45,388.80 
 
3 Seminars (Catering, Equipment rental -sound, projector, screen ) 
Manpower and Speakers 
 
       2,094..25 
 
 6282.73 
 
Per diem and Transportation x18 mo 
 
 628.27 
 
 11,308.90 
 
Publications, Copies x 18 mo 
 
 450.49 
 
 8,108.82 
 
Administrative expenses 
 
 445.00 
 
 8,010.00 
 
TOTAL 
 
 
 
$99,050.39 
MARTINEZ