1. THE MILLENNIUM CAMPAIGN STRATEGIC PLANNING WORKSHOP
Final Report
20 November 2002

2. Workshop context
‘The United Nations Millennium Declaration is a landmark document for a new century …….(we are) initiating a Millennium Campaign to make the commitments better known throughout the world….
As part of this, the United Nations system will work with national governments, civil society, the international financial institutions and other partners to produce a series of regular national reports…to measure and monitor progress towards achieving the MDGs on a country by country basis. Our hope is that, in this age of democracy, annual reporting will force action. …..
It is not at the United Nations, or by the work of the organization's officials,that the goals could be achieved. They have to be achieved in each of its Member States, by the efforts of their Governments and peoples.’
Secretary General Kofi Annan

3. This document……….
Reports on the workshop convened in London on 29/30 October to help develop a common understanding of, and begin to put a shape on, the Millennium Campaign.
This workshop involved a broadly drawn group of 19 participants from 13 UN organisations, plus Social Watch. Their responsibilities covered policy and partnerships as well as communications and campaigning.
It was hosted, facilitated, and reported on, by Chris Baker and Wendie Stone from TBWA\London.
They also conducted a number of interviews (as well analysis of what has been said in public and the media) – a synthesis of this formed an important input to the workshop and is covered in this report.

4. An excellent example of the power and practical value of working together……….
Because of the new challenges presented by the Millennium Campaign, this workshop necessarily involved a disparate group of people, representing a broad range of organisations, most of whom did not know most others at the start of the workshop, with little or no experience of working together.
There was genuine concern that the group would not gel and that the workshop could end up focusing more on the differing perspectives and roles of the different organisations represented, rather than make genuine progress on mapping out a way forward.
These fears were not realised and participants’ own words about the workshop (see next page), as well as the collaborative output summarised in this document, are a testament to the power of working together.
Just as important as the hard output was that this workshop made an important contribution to developing the personal relationships and shared ownership of a task that successful partnerships are based upon.

5. What participants said about the workshop……….
‘Better focus of what the campaign is all about and work-streams of the campaign unit’
‘ I’m impressed by the daringness of people; we have come together, without inter-agency posturing, to believe we could make a difference’
‘We came up with a daring mission statement’
‘Genuine search to get to an understanding as a collective not a group of individuals’
‘Reinforced my enthusiasm’
‘Open discussions about partners, work streams and practical things to do’
‘Cleared some of the fog’
‘Found a way to link goals and think of the campaign as a whole’
‘We can be more effective partners now we understand each other‘
‘Group openness and frankness’
‘We can now mainstream and internalise in our own organisations and as a part of the whole’

6. Contents 1. Workshop objectives
2. Synthesis of themes emerging from the pre-workshop process
3. Millennium Campaign vision
4. Millennium Campaign – initial ‘work-streams’
5. Campaigning, at the country level and global level – early thinking from the workshop
Annex I. Agenda and list of participants
Annex II. Pre-workshop headlines*
* Fuller extracts from pre-workshop analysis and interviews are provided as a separate document

7. 1. Workshop Objectives

8. Workshop Objectives
To develop a common understanding of the Millennium Campaign and key constraints and opportunities affecting its success
To develop the strategic framework for approaching the Millennium Campaign across the UN system
key campaign themes and mechanisms
the role of each stakeholder (including UN agencies, individually and collectively, building on the core expertise and existing plans of each)
To recommend the key short-term focuses for the campaign – the substantive issues to be focused on over the next months, and up to 2005
Develop a consensus on how we can communicate consistently and effectively about progress (or the lack of it) in terms of achieving the goals
Begin to identify ways, via focus provided by the Millennium Campaign, we can work together more collaboratively and effectively, both within the UN system and in our external connections

9. 2. Synthesis of themes emerging from the pre- workshop process

10. Synthesis based on……..
Some of the things people have said, in public and in the media
Some direct extracts from interviews with Michael Doyle, Eveline Herfkens, Carol Bellamy, Mark Malloch Brown, and Thoraya Obaid
These included as an appendix, we focus here on our synthesis of the key themes emerging from these
The positive difference(s) the Millennium Campaign can build on
Challenges and obstacles to overcome
‘Campaign planning - operating principles’
Campaign planning - key audience focuses/inter-relationships

11. The positive difference(s) the campaign can build on
Clear, measurable, time bound, comprehensive goals
Unprecedented level of government endorsement (if not yet real buy in/ action)
One set of inter-related goals, one framework, agreed by all UN member states
‘Hits the international mood’ – no more summits, a framework for action
Common framework for action and partnership – new way of working
People-centred – strong social and political as well as economic dimensions
Powerful tool for both mobilization and accountability (Bono and O’Neil)
Goals/ accountability for North as well as South (basis for a Global Deal)
The power of data and new thinking – strong analytic foundations

12. Challenges and obstacles to overcome
Cynicism and scepticism – culture of failure and looking back not ahead
‘What’s new? – much about the individual goals is familiar
Creating local ownership, commitment, and political will -- not deliverable if the MDGs are seen as a centralized UN owned initiative
Unavoidable political dimension/risk (and how to manage it)
Silo mentality – demands a new working model (UN and beyond)
Not yet internalized by UN agencies
Remaining trapped in the old North/South ODA/debt relief/trade haggle
Fragmentation – 8 goals, myriad individual agendas
Lack of clarity – ‘Campaigning for MDGs’ vs.‘the MDGs are the campaign’

13. Campaign planning - ‘operating principles’
‘Bottom up’, decentralized, locally owned (UN supported, not UN controlled)
Stimulate debate, non prescriptive – foster home grown solutions
Encourage society to ‘talk to itself’ – ‘people speak’ not ‘UN speak’
Maintain MDG as a package – need multi-goal campaigning themes
Underpinned by a unifying big idea (more likely to reside in the Declaration than the MDGs)
Pooling of resources/use existing networks to ‘scale up’ intervention
Be realistic but positive – ‘motivate, inspire, and give courage’.
Develop a shared campaign framework which is simple, clear, flexible

14. Campaign planning – need for a ‘bottom up’ mindset
MDG targets and indicators
(outcomes more than inputs)
Country level campaigning and actions
Campaign themes/ mechanisms and (mainly) local actors
Global underpinning/campaigning
Shared vision, global dimension/big idea, UN system

15. Campaign planning – key audiences/inter-relationships
Millennium Campaign
Opinion formers
Media/academics
General public
Parliamentarians
Corporates
CSOs, faith-based, and
informal issue-based networks
National government
(esp. finance and other
relevant ministers
UN agencies

16. 3. Millennium Campaign Vision

17. Let’s not forget our hopes and fears (from the start of the workshop)
Clearer idea of campaign at global and country level – what launching/ who to/what should we tell them
Articulate a vision that brings people/ other actors/partners in
Articulate a vision that crosses sectors
Forge belief that we can become a mobilising force for political action
Build on opportunity provided by MDG’s to do something different
Be inspired
Fears
Come up with answers that lose sight of importance of working at country level
Forget that we are a small part of this and that we need others
The Millennium / MDG Campaign is too complicated, too overwhelming to find a way to express it
Become bogged down in UN-ese, rhetoric and bureaucracy
Lose sight of 8 goals
Becomes a UN project, not an inspiring way to change the world

18. An emerging consensus through the workshop…..
The Millennium Declaration is broader, more inclusive, and more inspiring than the MDGs
The MDGs are outcomes (and a focus for mutual accountability) not inputs
The campaign should be rooted in the Declaration, the MDGs are the means of keeping the score (as well as a way of focusing both the resulting actions of the Campaign and the hard outcomes it is working to achieve).

19. The MDG’s – outputs to the Millennium Campaign
By 2015 all 191 United Nations Member States have pledged to:
Eradicate extreme poverty and hunger
Achieve universal primary education
48 indicators
Promote gender equality and empower women
18 targets
Reduce child mortality
Improve maternal health
The MDG’s 8 goals, 18 targets and 48 indicators provide themes for programme action and programme measurement at a country level
Combat HIV/Aids, malaria and other diseases
Ensure environmental sustainability
Develop a global partnership for development

20. The MDGs relate to inextricably interwoven social and economic effects
HIV/Aids, malaria, disease
Environmental sustainability
Sanitation, clean drinking water
Health, maternal health, child health
Child mortality
Promote gender equality
Universal primary education
Poverty
Hunger
The MDGs relate to inextricably interwoven social and economic effects
GLOBAL PARTNERSHIP

21. Multiple MDG related actions and outcomes
Vision is the glue needed to inspire and unite actors around the diverse (but inter-related) factors confronted by the Millennium Declaration and its MDGs
Multiple MDG related actions and outcomes UN
agencies
NGO’s and
Civil Societies
Government
Media
Corporate
General
Public
Academia
Themes/mechanisms for advocacy, engagement and enrolment with different audiences and actors in specific and varying national contexts
MILLENNIUM CAMPAIGN
How can the Millennium Campaign bridge boundaries and engage many different actors and audiences? How can we talk about the MDG’s in way that is compelling?

22. A view from outside the UN system…..
‘The power of ‘the obvious’ is enormous. The Declaration is obvious -- you make commitments and keep the score…it’s about time…
They (the Declaration and MDGs) have the potential to capture the imagination and mobilize people…but people have to be allowed to own them, the UN must not treat them as their own property. Coalitions are already forming around them. They add value, because there is added value in being part of something bigger.
The UN underestimates the power of the world…The Declaration is very empowering and encouraging for people ……it lends support and weight to what people are already struggling for…..that another world is possible.’
Roberto Bissio

23. The vision to inspire and unite actors
How can we talk about the MDG’s in a way that is compelling?
The bigger picture/broader aspiration
The ‘new news’/ reason why
A new global partnership (the Global Deal)
Put in broad context of human rights (re. Millennium Declaration)
All partners act with equal commitment
New deal between countries and within countries
Fundamental human rights
Good governance
Democracy
MILLENNIUM CAMPAIGN
‘ANOTHER WORLD IS POSSIBLE’
Another world…….
…is possible

24. The UN’s role in achieving this vision
UN Reporting
Data/Monitoring/Analysis
Reporting who / how
What needed to achieve goals
Who falling short
Who needs to be involved
To tell the story of unreasonable disparity/trade regimes
CSO’s to proclaim things have to change / partnerships for programming
Mobilize international community
UN Partnerships
Networking
Partnering civil societies
Networks at country and regional level
New actors at local level
UN Human Rights
Conventions and treaties
Reporting back
Children’s/Women’s/ Worker’s … rights
Do we have a choice?
Country level strategy
‘People Power’
‘Fuel the row’ at a country level
Make situation transparent so people of the world can rise up/be aware at the local level
Provide choices at analytical level of what can be done

25. Millennium Campaign Vision
Workshop Provisional (high consensus)
We are the force for change which will make the Millennium Declaration a reality.
We stand for a (new) deal between and within nations founded on mutual accountability
We aim to energise people and governments to make the world a better place
Suggested Refinement
We are the force for change which will make the Millennium Declaration a reality
– by championing the deal , founded on mutual accountability between and within
nations, we will energise people and governments to make the world a better place.

26. Some comments on the Vision….
Represents a strategic underpinning consistent with the global theme of ‘Another world is possible’ which emerged during the workshop.
First draft began ‘we are a catalyst…’ but strong feeling that we must take a much more proactive, campaigning stance to overcome scepticism and inertias – thus ‘ we are the force for change…’ was endorsed by the group
‘and within nations….’ plus avoidance of the word ‘global’ reflects need to drive local ownership of the campaign.
Some discussion (unresolved) about whether we refer to ‘the new deal’ or simply ‘the deal’ – on reflection we favour the latter as it represents something which is more ‘final’, permanent, and committed.
Deliberately framed in context of the Millennium Declaration rather than MDGs, but the MDGs have a clear role within this vision – helping to make the Declaration and the changes sought more concrete, as well as guiding specific action and the parameters for accountability.

27. Millennium Declaration ‘Values and Principles’ set the tone for the Millennium Campaign
Millennium Campaign Vision
We are the force for change which will make the Millennium Declaration a reality
– by championing the deal , founded on mutual accountability between and within
nations, we will energise people and governments to make the world a better place.
Values and Principles underpinning this Vision
Primary values: Justice, Equality, Dignity, Solidarity
Secondary values: Freedom, Equity, Tolerance, Shared responsibility/partnership, Respect for nature,

28. This Vision will help guide and organise both campaigning and working together, both within the UN system and beyond….
There were many excellent ideas and insights on both local and global campaigning which emerged, albeit in a fairly unstructured way – we have aimed to organise these (in the context of the vision) in this report.
In terms of ‘working together’ it became clear that the first step was to have a focus to engage around – participants were very positive about this vision and could immediately see how this (plus starting to flesh out the campaign work-streams – captured in the next section) would facilitate both collaborative working and ‘independent progress towards a common aim’.
Although primarily a UN system group it is worth noting that the initial ‘springboard’ for the vision --- the message that ‘Another world is possible’– came from the one non UN participant, Roberto Bissio.

29. 4. Millennium Campaign -- initial ‘work-streams’

30. Workstreams – 1. Providing information and infrastructure
Guardian of the overall Millennium Campaign Vision and focus for generation of globally relevant messages to underpin global and local campaigning
MDG (and/or Millennium Campaign) branding / identity, plus core MDG communication materials / collateral
‘Connector’ role – knowing what the ‘UN’ (and other global) agencies know about campaigning, specifically what they are doing around the MDG’s, and pooling / sharing this knowledge
‘Listening Post’ role – what does society in each country think is important (‘social issue footprint’ for each country, based on feedback from local UN reps, CSO’s , public polling etc), including monitoring ongoing public/ political debate
‘Resource Centre’ – source of existing and emerging (Millennium Project) knowledge and information relevant to achieving MDG outcomes (website, help desk, ‘clearing house’) for both civil society and governments

31. Workstreams – 2. Active campaigning
‘Networking’ – identify, link, support key issue – based CSO/NGO networks (pan-national plus key locals)
‘Pump priming’ input / communications to ensure national reports realise their potential to stimulate national debate around the MDG’s (help generate best practice cases by assisting in selected countries)
Encourage (via third parties) analysis of, and reports on, national accounts from an MDG perspective
Develop ongoing campaigning around annual global reports and relevant global and regional events and forums.
Global and local campaigning around key Millennium Project outputs
Focus for global awareness / media events ( eg.Live Aid, MTV type events)
Supporting resource generation from donor countries (incl. Foundations and public) and Corporates – develop targeted fundraising ‘hooks’ linked to MDG outcomes

32. 5. Campaigning : at a country level and a global
5. Campaigning : at a country level and a global level, and to different audiences – early thinking from the workshop

33. Campaigning – early thinking from the workshop
Campaigning principles, themes, and hierarchy -- global and local
Campaign tactics -- different routes to engagement for local audiences
Audiences, priorities and messaging

34. How far to go? There are questions others will have to answer….
The level of political risk the UN system is prepared to accept for itself and its partners?
Data standards for MDG reporting (response to national government manipulation / spin)?
How far can we go in terms of ‘naming and shaming’ (or even encouraging third parties to do so)?

35. Campaigning Principles
There are many ‘routes to engagement’ which need to be pursued in
parallel, held together by a common vision rather than rigid process.
Primary focus is to encourage / facilitate local campaigning
‘Listen’ / understand what is important in each country
Think of the MDG’s as outcomes not inputs
Campaign around inputs (whatever is necessary to deliver MDG outcomes in a given country), using MDG’s as the rationale for these inputs
Don’t campaign for the MDG’s, but ensure they are always there as the rationale and measurement tool / target outcomes
Promote partnerships – globally and locally
Our role is providing the data and stimulating, rather than controlling, debate -- any attempt to adopt a ‘top down’, linear approach focused on UN channels would be destined for failure.

36. Commitment and keeping promises
Key Campaign Themes
Global Deal
Goal 8
Commitment and keeping promises
Mutual advantage
Changing the rules of the game
Not donor/developing language
Not generosity driven
Global Centred
Country in world
Enlightened leaders
Social responsibility
Unreasonable disparities
Exclusion vs inclusion
Driving social engagement
Freedom from … death, illiteracy
Jobs, education, houses
Local Engagement
Ours / my society
Another World is Possible

37. + Campaign Hierarchy Outcomes (MDG’s as a focus for measurement)
Achievability – sense of plan + inputs tailored to relevant MDG outcomes
Campaign themes (global and local)
Broader human aspirations
New Global Partnership +
Underpinning vision: Another world is possible

38. + Campaign Hierarchy ‘Another world is possible’
Reports
Resource centre
Resource centre: analysis and data proves issue key to future outcome
Engage CSO’s / constituencies to tell story
Resource generation hooks
(Monitor and report on) Outcomes (MDG’s)
Connector
Networker
Listening post
Pump priming
Reports
Achievability – sense of plan + inputs tailored to MDG outcomes
Equality
Disparities
Jobs
Homes
Education
Driving social engagement
Campaign themes (global and local)
Global deal
Goal 8
Social responsibility
Commitments and promises
Enlightened leaders
Mutual advantage
Broader human aspirations
New Global Partnership +
Advocates
‘Another world is possible’

39. Campaigning tactics
Many ‘routes to engagement’ to be pursued in parallel.
Our primary role is providing data and analysis, and stimulating debate through doing this.
We can’t, and don’t want to, control debate – any attempt to do so via a top down, linear approach via UN channels would be destined to failure.
Three main types of engagement:-
Reaching local audiences at the global level (e.g. via global events).
External stimulus at the local level (e.g. visits).
3. Stimulus originating from within a country (the most important but hardest task for us).

40. Tactics -- reaching local audiences at the global level
Prominent presence / campaigning around the ‘global events calendar’ (incl. Major regional events).
UN Agency Exec. Boards / Governing Councils – each agency to ensure that MDGs are a standard agenda item.
Global media events (e.g. Live Aid).

41. Tactics -- external stimulus at the local level
Profile raising visits / missions – from MC leaders,UN Agency Heads, ‘ambassadors’.
Encourage Foreign Ministries of key countries to brief Embassies to promote / use MDGs in local dialogue (e.g. Donor country embassies in developing countries).
Regional / sub-regional reports – materials to help stimulate media coverage and debate about how a given country is performing versus its peer group.
Use global CSO networks (e.g. Society for International Development) to leverage local networks e.g. via local MDG focused CSO conferences.
Leverage existing relationships between Millennium Campaign personnel (and from other UN Agencies) and local CSOs / Issue-based networks.

42. Tactics -- within country campaigning
Potential offered by local UN (and IFI) teams will vary considerably by country – need to be involved/informed but should not be regarded as the only (or even main) focus for engagement at the local level.
Core role of the local UN team should revolve around the national reports – ‘putting the data and analysis out there and letting nature take its course’ (i.e. leave social mobilization to others).
Leave most local campaigning, analysis and editorializing (e.g. analysis of national accounts from an MDG perspective) to local civil society.
Treat local civil society as partners not proxies.
Infant Breast Milk campaign a good model.
Treat MDGs as the ‘scorecard’ not the campaign.

43. Tactics -- within country campaigning (cont’d)
Local civil society (including local authorities, labour organisations, faith groups), the key group to engage – important gateway to Parliamentarians, media, other opinion formers, and the general public.
Acknowledged area of weakness for the UN system (better contracts with government than with CSOs) -- key role for the Millennium Campaign Unit in terms of ‘networking’ (implications for the profile of people employed).
Often CSOs are already ‘socially mobilized’ – our role is not mobilization, rather to ensure that existing social mobilization campaigns have the information and technical support to take the Millennium Declaration / MDGs on board and actively use them as part of their campaigning.

44. Tactics -- within country campaigning (cont’d)
National reports provide a key focus for local campaigning and debate – unlikely, in themselves, to be vehicle for social mobilization, but they should be ‘food and drink’ for those who are already mobilized.
WHO experience is not to underestimate the value of ‘substantive papers’, to stimulate engagement (including commissions set up by Government) – Millennium Project outputs may often fit the purpose, and represent important campaign collateral.
Remember -- nothing stimulates government action more than comparison with close neighbours/ countries they see as being in their peer group.

45. Local Campaigning – Audiences
Developing
Housing
Donor
Education
Private sector
National
Social sectors
Trade unions
UN Internal Audiences
Housing
Religious groups
Local
Education
Farmers
Social sectors
Recipient
Indigenous groups
Governments
Rural community
Enlightened leaders
Foundations
Uniformed services
Professionals
Civil Society Groups/ NGO’s
Parliamentarians
Audiences
Academia (donor countries)
Activists
Scientists
Issues based groups
Enlightened leaders
Single issue based groups
Women’s groups
Aids groups
Children’s groups
Social revolutionaries
Financial institutions
Corporate sector
General public
Media
Thought leaders
Enlightened leaders
Opinion leaders
Goodwill ambassadors
Men
Urban
Women
Local
Young people

46. Local Campaigning – Priorities
Housing
Developing
Donor
Education
Private sector
National
Social sectors
Trade unions
UN Internal Audiences
Housing
Religious groups
Local
Education
Farmers
Social sectors
Recipient
Indigenous groups
Governments
Rural community
Enlightened leaders
Foundations
Uniformed services
Professionals
Civil Society Groups/ NGO’s
Parliamentarians
Audiences
Academia (donor countries)
Financial institutions
Scientists
Activists
Corporate sector
General public
Issues based groups
Women’s groups
Media
Thought leaders
Enlightened leaders
Opinion leaders
Goodwill ambassadors
Social revolutionaries
Single issue based groups
Men
Urban
Women
Aids groups
Local
Enlightened leaders
Children’s groups
Young people

47. Local Campaigning – Priorities
Housing
Developing
Donor
Education
Private sector
National
Social sectors
Trade unions
UN Internal Audiences
TOP PRIORITY
Housing
Religious groups
Local
Education
Farmers
Social sectors
Recipient
Indigenous groups
Governments
Rural community
Enlightened leaders
Foundations
Uniformed services
Professionals
Civil Society Groups/ NGO’s
Parliamentarians
LIKELY SUPPORTERS / ADVOCATES
Audiences
Academia (donor countries)
Financial institutions
Scientists
Activists
Corporate sector
FIRST AUDIENCE
General public
Issues based groups
Women’s groups
Media
Thought leaders
Enlightened leaders
Opinion leaders
Goodwill ambassadors
Social revolutionaries
Single issue based groups
Men
Urban
Women
Aids groups
Local
Enlightened leaders
Children’s groups
Young people

48. Messaging to Governments
Objective: campaign to convince donor governments to act
You are part of the deal
You are responsible fort he future development of our children / the world
Urgency: MDG’s – we have to act now
Another world is possible if you maintain your commitment and keep your promises
Messages that demonstrate commitments are being kept north and south – towards a common goal
Give the MDG’s a framework with the widest possible legitimacy: MDG’s are the biggest thing going
This is not your Dad’s campaign – it’s not the old argument – it’s different
All local failures need to be shaped communicated in failure to reach the global MDG’s
There is no such thing as a local problems – they are global problems

49. Messaging to Media
Objective: campaign to drive awareness and help capture all people’s imagination
A promise has been made
You are part of the deal
Take sides. The world has struck a new deal, what can you do?
Freedom
From poverty
From gender inequality

50. Messaging to CSO’s / NGO’s
Objective: campaign to galvanize our closest advocates to frame their arguments in this broader context; to enrage activists and social revolutionaries
Campaigns to legislators linking MDG’s to their cause
Reframing the country reports

51. Annex I. Agenda and List of Participants

52. Outline Agenda Day One The ‘What’ of the Millennium Campaign
Introductions
Operating principles, shared visions, short-term goals
Key campaign themes and mechanisms
Day Two
The ‘How’ of the Millennium Campaign
At the country level
The role of the UN, individual agencies and other partnerships
Campaign Vision

53. Participants William Ryan -- UNFPA Kemal Mustafa -- UNFPA
Gerardus van den Akker -- UNDGO
Anne Trebilcock -- ILO
Axumite Gebre-Egziabher – UNHabitat
Dianne Spearman -- WFP
Turhan Saleh -- UNDP
Mark Suzman -- UNDP
Abby Spring -- UNDP
Marjorie Newman-Williams -- UNICEF
Gareth Jones -- UNICEF
Sue Markham – UN/DPI
Loretta Sonn -- FAO
Andrew Cassels -- WHO
Jon Liden -- WHO
Robert Bissio – Social Watch
Hans d’Orville -- UNESCO
Zazie Schafer -- UNIFEM
Marika Fahlen – UNAIDS
Chris Baker – TBWA
Wendie Stone -- TBWA

54. Annex II. Pre-Workshop Headlines

55. Pre-workshop ‘headlines’ and synthesis
(Based on some of the things people have said, in public and in the media, plus interviews with Michael Doyle, Eveline Herfkens, Carol Bellamy, Mark Malloch Brown, and Thoraya Obaid – fuller extracts are included as an appendix to this document)
These were an input to the first morning of the workshop, and minor refinements have been made to the synthesis as a result of discussion and feedback when presented.)

56. Pre-workshop headlines
‘What is emerging is a new consensus that demands that we match mutual commitments and mutual accountability: a political bargain being built around a partnership of self interest between the countries of North and South…’ mmb
‘More about politics than economics…(using) the power of data (to) drive political action…. ……..A recognition that the old solutions for achieving growth and production are not good enough,…….it’s time to think out of the box……. Put out the figures as a means of generating a debate rather than using it to lay out prescriptive solutions’ mmb
‘The motif of Johannesburg was ‘enough summits, now we want to get on with things’. The MDGs, with their focus on implementation, action, and measurement very much hit the international mood….’ mmb

57. Pre-workshop headlines/cont’d
‘The goals themselves aren’t new…The difference is that this is the UN agenda…a common agenda across agencies…..’ cb
‘The goals themselves are not different, they are the culmination and summary of recommendations emerging over a long period … (the opportunity) is to have everyone working in the same direction, pooling our resources, not operating in our own compartmentalized boxes’ to
‘The UN system itself is a major barrier (with) a chronic desire to work in the old ways and a silo mentality’ mmb

58. Pre-workshop headlines/ cont’d
‘….The real work to be done is at the country level, making the MDGs central to life in each country’ to
‘…… it’s crucial that the UN don’t own the MDGs…they need to be owned by the people, the governments, non-governmental organisations….. ….the home grown element is vital’ eh
‘Ministers of Finance haven’t got it yet…budgetary commitments have to be made, which is why it has to be a country driven process….If it is received as a top down UN driven process then you won’t get buy in.… They have to see them as their goals not the UN’s goals……We need local pressure… currently it’s very, very, very centralized, it has to get decentralized’ cb

59. Pre-workshop headlines/ cont’d
‘...We must find ways of letting each society talk to itself, not talk at them from outside… must be totally locally owned, the community itself saying ‘this is good for us, so let’s get together and implement it’ to
‘….we need messages that are not UN or development speak…that my mother could understand……’ cb

60. Pre-workshop headlines/ cont’d
‘Important to keep the goals as a ‘package’ . There is commitment to the package as a whole, all are important, and there are synergies between them…..their strength is that if you achieve one you are closer to achieving others’ md
‘Campaign messages have to cut across goals…we can’t be selective about goals, they are all part of one message of making life better in developing countries…’ to
We need a number of campaigns under an overall campaign umbrella ….it’s important to work at keeping the UN system together, and (also) leverage existing external networks (health, hunger, environment)…..
To do this we need multi-goal themes’ mmb

61. Pre-workshop headlines/ cont’d
‘(Also) sell the big concept, the new Global Deal…central to all of us, about the future of our world -- redefine all of our individual responsibilities as citizens’ mmb
‘….. Our intention is to have a political row about what is needed in country after country, year after year. Because out of these debates will come the energy and the demands and ultimately the results; and, only if the people engage will we achieve the goals.’ mmb
‘Always giving bad news is de-motivating, it drives fatigue. We need to find ways to give good news, the story isn’t that bad….we need to find good reasons to say ‘great’……… We need to motivate, inspire, and give courage…’ eh