Young African girl smiles and gives peace sign. Photographer is Riccardo Mayer.

Global development
Conflict, crisis & change

Disrupting old narratives

The models that have underpinned the global aid industry, and the narratives feeding off those models, are today considered broken and ineffectual.

 

In an industry scattered with generalisations and stereotypes, voices around the world are calling for a full re-evaluation of what global aid is and how it reaches those who need it.

 

Focusing only on need in an endlessly needy world is not enough to persuade stakeholders. People want to know their money, support and advocacy contribute to change and make a life changing difference.

 

Overhauling your operational narratives and updating your communications with fresh content can help re-engage support for what you do.

Transforming the status quo

As humanitarians, we dislike the status quo; endless conflict, displaced populations, traumatised refugees, food insecurity, hunger, premature deaths, economic dependency and manmade catastrophes.

 

There's something that compels us to challenge the world as it is, to alleviate suffering, to launch rescue missions, to confront human desperation.  We ask uncomfortable questions about intractable poverty, inequality, corruption, environmental destruction, human rights abuses and human captivity.

 

Yet, the best intentions or the grandest manifesto are not enough. Even the most dedicated organisations face collapse without a committed public, political support and a voice across the media.

Defining your communications by integrity, incubating trust, developing a culture of truthfulness and factual story telling will be instrumental in strengthening every practical thing you do. Now is the time build trusted comms.

Your real front line is
building trust