The SDG Communicator

Shifting the Narrative

It is time for development organisations to modernise the way they talk about development.

The narrative needs to reflect the fact that development co-operation today addresses a broad, interconnected and complex set of policy challenges. Development can no longer be described as a linear process that is entirely focused on poverty reduction. Development organisations also need to address the links and trade-offs with national and geopolitical objectives (e.g. trade or security) or global issues like migration and climate change.

A shift in narrative is important for audiences both “at home” and “abroad”. There is a growing call from partner countries to structure development co-operation as a “partnership of equals” rather than “North-South charity”. This call needs to be reflected in the terminology and frames used to describe development. The concept of South-South Cooperation can help inspire such narrative change.

The call for new narratives is not new. Many DevCom members have recognised the need for change, as evidenced by the DevCom toolkit advice on narrative options and analysis on development branding.

But today the urgency is greater than ever. At the Annual Meeting, we heard reports of growing scepticism in partner countries when it comes to the effectiveness and intentions of development cooperation, and the financing commitments of DevCom members and partners.

At the Annual Meeting, participants considered two specific examples of narrative shifts.

1. Explaining the links between development and other policy objectives

• Link development finance and climate finance: The climate challenge makes the development challenge more complex and daunting in partner countries. But it also connects us all. Development efforts won’t succeed if we cannot manage the impacts of climate change and environmental degradation. Communicators can emphasize how:
  • We are all connected. Tackling the climate crisis requires international co-operation.
  • Climate action is an opportunity for development, too, particularly in emerging countries. Here it is important to highlight solutions rather than problems.
  • We need to build alliances. This is a multifaceted problem, and campaigns should bring together a broad range of stakeholders.

• Make the link to donor countries’ interests: Citizens – as well as governments – want to understand what’s in it for them, whether that be greater global security, enhanced trade, or something else. Why should our constituents be interested? Why should money be invested abroad? Communications should answer all these questions. Communicators should explain how development efforts go far beyond humanitarian aid, comprising security policy, human rights, trade and foreign policy. And these efforts have a wide range of key outcomes, including contributing to climate mitigation, and promoting sustainable trade.

2. Make development language more inclusive

Participants shared several recommendations:

• Focus on shared outcomes and remember that everyone adds something to a partnership: wealth, value and contribution look very different for different people.
• Bring in as many different voices as possible: One narrative doesn’t rule them all.
• Words matter. We must move away from terms that have a negative, even paternalistic connotation – like “going on mission,” “in the field,” or “Global South/Global North,” which suggests a divided world.
• Remember that “impact” is not about spending money. Stories about development co-operation must be human-focused.
• Share the stage: Partnership means you are not the centre of the story.