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

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Presentation on theme: "THE MILLENNIUM CAMPAIGN STRATEGIC PLANNING WORKSHOP Final Report 20 November 2002."— Presentation transcript:

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 Im 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 1.Annex I. Agenda and list of participants 2.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 12-18 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 ONeil) 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 Whats 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 Global underpinning/campaigning Shared vision, global dimension/big idea, UN system MDG targets and indicators (outcomes more than inputs) Country level campaigning and actions Campaign themes/ mechanisms and (mainly) local actors

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

16 3.Millennium Campaign Vision

17 Lets not forget our hopes and fears (from the start of the workshop) Hopes 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 MDGs 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 MDGs – 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 Promote gender equality and empower women Reduce child mortality Improve maternal health Combat HIV/Aids, malaria and other diseases Ensure environmental sustainability Develop a global partnership for development 48 indicators 18 targets The MDGs 8 goals, 18 targets and 48 indicators provide themes for programme action and programme measurement at a country level

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

21 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 Themes/mechanisms for advocacy, engagement and enrolment with different audiences and actors in specific and varying national contexts How can the Millennium Campaign bridge boundaries and engage many different actors and audiences? How can we talk about the MDGs in way that is compelling? UN agencies NGOs and Civil Societies Government MediaCorporate General Public Academia MILLENNIUM CAMPAIGN Multiple MDG related actions and outcomes

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…its 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 MDGs in a way that is compelling? 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 The bigger picture/broader aspiration The new news/ reason why Another world……. …is possible

24 The UNs 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 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 UN Human Rights Conventions and treaties Reporting back Childrens/Womens/ Workers … rights Do we have a choice? Country level strategy People Power Fuel the row at a country level To tell the story of unreasonable disparity/trade regimes CSOs 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

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 MDGs, 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, CSOs, 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 MDGs (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 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 Primary focus is to encourage / facilitate local campaigning Listen / understand what is important in each country Think of the MDGs as outcomes not inputs Campaign around inputs (whatever is necessary to deliver MDG outcomes in a given country), using MDGs as the rationale for these inputs Dont campaign for the MDGs, 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. There are many routes to engagement which need to be pursued in parallel, held together by a common vision rather than rigid process.

36 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 Possibl e

37 Campaign Hierarchy Outcomes (MDGs 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 + Another world is possible Underpinning vision: Another world is possible

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

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 cant, and dont 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:- 1.Reaching local audiences at the global level (e.g. via global events). 2.External stimulus at the local level (e.g. visits). 3.3. 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 (contd) 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 (contd) 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 Civil Society Groups/ NGOs Trade unions Farmers Rural community Professiona ls Religious groups Foundatio ns Governmen ts Donor National Loca l Enlightened leaders Developin g Recipient Housin g Educatio n Social sectors Housin g Educatio n Social sectors Uniformed services Parliamentarians Audiences UN Internal Audiences Indigenous groups Media Thought leaders Enlightened leaders Opinion leaders Goodwill ambassadors Genera l public Young people Women Local Men Urban Private sector Corporate sector Financial institutions Academia (donor countries) Activists Scientist s Issues based groups Enlightene d leaders Single issue based groups Womens groups Aids groups Childrens groups Social revolutionarie s

46 Local Campaigning – Priorities Civil Society Groups/ NGOs Trade unions Farmers Rural community Professiona ls Religious groups Foundatio ns Governmen ts Donor National Loca l Enlightened leaders Developin g Recipient Housin g Educatio n Social sectors Housin g Educatio n Social sectors Uniformed services Parliamentarians Audiences UN Internal Audiences Indigenous groups Media Thought leaders Enlightened leaders Opinion leaders Goodwill ambassadors Genera l public Young people Women Local Men Urban Private sector Corporate sector Financial institutions Academia (donor countries) Activists Scientist s Issues based groups Enlightene d leaders Single issue based groups Womens groups Aids groups Childrens groups Social revolutionarie s

47 Local Campaigning – Priorities Civil Society Groups/ NGOs Trade unions Farmers Rural community Professiona ls Religious groups Foundatio ns Governmen ts Donor National Loca l Enlightened leaders Developin g Recipient Housin g Educatio n Social sectors Housin g Educatio n Social sectors Uniformed services Parliamentarians Audiences UN Internal Audiences Indigenous groups Media Thought leaders Enlightened leaders Opinion leaders Goodwill ambassadors Genera l public Young people Women Local Men Urban Private sector Corporate sector Financial institutions Academia (donor countries) Activists Scientist s Issues based groups Enlightene d leaders Single issue based groups Womens groups Aids groups Childrens groups Social revolutionarie s TOP PRIORITY FIRST AUDIENCE LIKELY SUPPORTERS / ADVOCATES

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: MDGs – 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 MDGs a framework with the widest possible legitimacy: MDGs are the biggest thing going This is not your Dads campaign – its not the old argument – its different All local failures need to be shaped communicated in failure to reach the global MDGs 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 peoples 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 CSOs / NGOs 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 MDGs 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 dOrville -- 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,…….its 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/contd The goals themselves arent 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/ contd ….The real work to be done is at the country level, making the MDGs central to life in each country to …… its crucial that the UN dont 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 havent 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 wont get buy in.… They have to see them as their goals not the UNs goals……We need local pressure… currently its very, very, very centralized, it has to get decentralized cb

59 Pre-workshop headlines/ contd...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 lets 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/ contd 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 cant 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 ….its 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/ contd (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 isnt that bad….we need to find good reasons to say great……… We need to motivate, inspire, and give courage… eh


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