Afghanistan: Pentagon Strives to 'Wrest the Information Offensive' away from the Taliban

The NATO-led International Security Force in Afghanistan (ISAF) is preparing to launch a media offensive aimed at reducing deaths, both military and civilian, from improvised explosive devices (IEDs).

In a tender opportunity advertised on September 19, ISAF is seeking an Afghan media company to harden public opinion against the use of IEDs. The proposed media marketing and information campaign appears to be in direct response to recommendations made by Gen. Stanley McChrystal, the commander of US and NATO forces in Afghanistan, in his controversial COMISAF report prepared on August 30.

A declassified version of the report was released on September 21 after a series of leaks prompted the Department of Defense to make it public. In the report, Gen. McChrystal warned that Taliban insurgents "outperform" the ISAF and Afghan government at "information operations."

"They have carefully analyzed their audience and target products accordingly. They use their Pashtun identity, physical proximity to the population, and violent intimidation to deliver immediate and enduring messages with which ISAF and [Afghan government] have been unable to compete," Gen. McChrystal states.

"They [the Taliban] leverage this advantage by projecting the inevitability of their victory, a key source of their strength," McChrystal added in the report. "The insurgents use the psychological effects of IEDs and the coalition force's preoccupation with force protection to reinforce the garrison posture and mentality."

McChrystal went on to call for a thorough overhaul of the international community's communications strategy, citing a "need to wrest the information initiative from [the insurgents]."

According to the United Nations and independent researchers at iCasualties.org, IEDs were responsible for nearly 40 percent of civilian deaths and 55 percent of military deaths in Afghanistan during the first six months of 2009. "Foreign terrorists, religious extremists and militant militias continue to use increasingly sophisticated IEDs as the weapon of choice," the September 19 tender says.

The media campaign will focus on eastern Afghanistan. Applicant companies are required to orchestrate an information offensive "which, if designed and executed properly, shall promote an atmosphere of security and one in which [Afghan government] Security Forces can transition into the lead."

Success should "directly translate in the reduction of the number of IED devices used against the Afghan people and Coalition forces, an increase in support for [Afghan National Security Forces] and an increase in engagement and participation with local and national government."

According to the solicitation, only Afghan media companies will be considered for the contract and companies employing Afghan-Americans will not be rated as favorably as their home-grown counterparts. "The intent is to use deeply rooted Afghanistan citizens for this role, not Afghanistan-Americans. Proposals using Afghanistan-Americans will be evaluated less favorably than Afghanistan citizens," the tender states.

The tender envisages a 12-month "marketing campaign" which will include, but is not limited to, TV, radio, newspapers, internet and billboards. "When applicable, the campaign will use non-governmental organizations (NGOs) or other private Afghani organizations as a voice for coalition messages. NGOs may be used to endorse or sponsor TV commercials or other products," the tender adds.

The contract may be extended to include the production of documentaries, television series, and even a full length feature film.