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Key findings: comparison of four MDG campaigns
Factors of success
> Time: the campaign should be sustained over a number of years.
> Institutional prioritisation and a team mandated to work on the campaign.
> Budget: printed and audiovisual materials are expensive.
> Innovation: finding new ways of making the goals ‘real’ for people.
> Partnership with key stakeholders: development NGOs and other civil society organisations in most countries, private sector in some cases.
> Identify key national and local events where the Campaign can be present rather than creating new occasions/platforms.
> Schools, local authorities and regional bodies tend to be most receptive to the campaign.
> Development education material is an effective complement to the campaign as it helps to deepen the messages.
Lessons learnt
> MDGs are an effective basis from which awareness about the official aid agency/national development cooperation effort can be raised.
> Take advantage of ‘windows of opportunities’ or other platforms where the campaign can be present.
> The campaign must be sustained over a number of years to strengthen awareness.
> Messages about fighting poverty reduction are well received by different audiences in the general public, they are also motivated by these messages.
> It is not always straightforward to communicate about all the goals in one message. Many of the campaigns stuck to the overall message about fighting poverty and zoomed-in on one of the goals and its relationship to fighting poverty. In some cases they campaigned about specific goals if the country made a specific ODA effort in that domain, for example ‘poverty reduction and universal primary education’.
> Audiences respond well to the 2015 dimension of the goals. As time evolves, or we get closer to 2015, MDG messages that refer to the deadline must be sensitive to how much time is left.
Budget:
> Sweden: 30 million SEK for three years (approximately EUR 3.2 million for the three years)
> Belgium: EUR 700 000 for three years
> Netherlands: started at EUR 150 000 per annum. EUR 500 000 allocated yearly from 2007-2010.
Next: Overview of public opinion and awareness about the MDGs
Previous: Success and lessons learnt from selected DAC countries
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