Transcript Project That Human Voice

Canberra May 2006
DAC Heads of Information
Project That Human Voice
Country Office Communication
Unlocking Political Will For The
MDGs
POLITICS TO MAKE POVERTY HISTORY
“If we don’t as donors understand the
politics of the places where we work, then
our task will be all the more difficult….
making progress is about making politics
work. Politics determines the choices we
make, what kind of society we wish…And it
will be politics that will help to make poverty
history”
Rt Hon Hilary Benn MP,
UK International Development Secretary
Speech 2 February 2006
POLITICS & “VOICES OF THE POOR”
are usually
ignored
aspirations
vs
expectations gap
CLOSING THE GAP NEEDS
Good two-way communication
and …… building “Political Will”
VOICES OF THE POOR - PPA
Aspirations
State Legitimacy
High
t
Space for political
Opposition
(Loyal or Disloyal)
NB: The lesson of the May 2004 Indian Elections
The “have-nots” triumphed
“SWAMP
of CONFLICT ”
Expectations
Eamoinn Taylor, DFID/WaSD
POLITICAL INDICATORS FOR MDG PROGRESS
• Citizen and State relationship – right (discuss with host
government)
• Citizen: informed - with voice
• State: responsive, inclusive, accountable, serves the
people.
PRO-POOR POLITICAL WILL
Power distribution
–
–
–
Inclusion vs Exclusion
Participation
Voice and Accountability
Role of Communication
–
The Ties That Bind Citizen to State
DFID COMMUNICATION POLICY 2005
Work in Progress
Goal
Use communication to work more effectively
in UK and overseas to achieve the MDGs
Internal
External
CfD
CAP
Communication Strategy
THE HOW OF STRATEGIC COMMUNICATION
Deep, empathetic understanding
of audience: social,
cultural, political environment
Right setting - right channels right timing
Credible, authoritative, attractive
messenger, tuned in to
audience
Frame logical coherent
arguments
Identify power, influence, predispositions affecting outcome
of aid objectives
DFID COUNTRY COMMUNICATION STRATEGY
STRATEGIC
GoX and Civil Society promote CFSC
Advocacy: with GoX, notables and other donors
DFID Sectoral level Service Delivery and devolution
media campaigns
Public Diplomacy: HMG wants a Stable Peaceful
Prosperous X-istan
FCO/DFID London Press Office Good News Stories etc.
TACTICAL
Eamoinn Taylor, DFID / WaSD
Lo - Support - Hi
BANGLADESH STAKEHOLDER MAP
Small Domestic NGO’s
International NGO’s
Poor directly part in
programmes
Non G4 donors
Women & Girls
Lo-Hi
Some GoB Champions
Big domestic NGOs
Media vernacular bodies –
Press/TV/Radio
India
US UK Foreign Ministries
G4 Donors
Hi – Hi
Local Government
Members of Parliament
GoB
Private sector
Religious extremists
Ruling / opposition political parties
Lo – Lo
Lo - Hi
Lo - Influence - Hi
THE COMMUNICATION PROCESS
Set the agenda
2. Who are our target
audiences?
3. What are their
current attitudes?
[Baseline data]
1. What do we
want them
to DO!!?
[Objectives]
4. What do we need to tell
them?
[Messages]
5. What are the best ways
of telling them?
[Channels]
6. How are we going
to do it?
[Strategy]
7. DO IT!!!
8. Is the message
getting through
[M and E]
9. What do we need to
say/do now?
Adapted from Kevin Murray/Bell Pottinger
Do WE need to
Change first?
WIFM –
“What’s in it for
me?”
DFID CfD AGENDA 2006
• Staff Training: … rolling
• Call down practitioners … in place
• Communication Guidance: Publish Soon
• Annual Comms Conference
• Continuous Learning via M and E
• Establish a Trust Fund with W Bank
IMPLICATIONS FOR
DFID COUNTRY PROGRAMMES
• Publish credible CfD doctrine
• Embed doctrine
• Be Politically Savvy
•Staff CFSC aware (trained)
•Map the broadcast media revolution
CANBERRA CfD DISCUSSION
• Host Government responsible for CfD
• Stable political settlement
• Good CfD in interests of all.
• CfD central to policy dialogue
• Implications for Paris Declaration?
• Donors obliged to engage with host population? Discuss.
CfD in DFID 2006
It’s Work in Progress
or
The End
Of
The Beginning