Engaging citizens in the SDG era
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This document discusses engaging citizens in the SDGs and provides recommendations. It covers: 1) The need to engage citizens and stakeholders due to a whole-of-society agenda, low public trust, and new media landscape. 2) Lessons learned from 3 years of SDG engagement including the importance of commitment, becoming better listeners, involving all sectors, and connecting through stories and data. 3) Next steps for G20 members to further support communication, such as campaigns for gender equality, engaging businesses, and finding new development narratives.
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Engaging citizens in the SDG era
- 1. Engaging citizens in the SDG Era --- Reflections for the G20 Development Working Group from the OECD DevCom Network 6 November 2018 --- Bathylle Missika Head of Division for Networks, Partnerships & Gender OECD Development Centre
- 2. I. Why do we need to engage citizens and stakeholders? II. What have we learned from three years of SDG engagement? III.Next steps: how can we further support G20 DWG members communicate messages? OVERVIEW
- 3. I. Why do we need to engage citizens and stakeholders?
- 4. THE CENTRE OF GRAVITY HAS SHIFTED 1. A whole-of- society agenda 2. Low public trust 3. A new media landscape
- 5. A COMMITMENT TO RAISE AWARENESS Target Vision 4.7 All learners acquire the knowledge and skills needed to promote sustainable development 12.8 People everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature 13.3 Education, awareness-raising ..... on climate change 16.6 16.10 Develop accountable & transparent institutions Ensure public access to information
- 6. II. What have we learned from three years of SDG engagement?
- 7. • Almost all Voluntary National Reports (76/80) mention the importance of engagement & awareness raising 1. WE NEED COMMITMENT AND STRATEGIES "Dialogue is a central feature across all our efforts. " –Brazil, 2017 “Education, awareness and communication is fundamental.” – Italy 2017 • But, too few Reports put forward strategies and specific objectives for public engagement.
- 8. 2. WE NEED TO BECOME BETTER LISTENERS Citizen Consultations in Canada
- 9. 3. WE NEED ALL HANDS ON DECK
- 10. 4. WE NEED TO CONNECT WITH PEOPLE USAID Stories AFD’s “Coloc of Duty”
- 11. 5. DATA AND RESULTS MATTER Finland’s 100 Stories campaign Brazil’s Atlas of Human Development
- 12. III. Next Steps: how can we further support G20 DWG members communicate messages?
- 13. Communicating & campaigning for gender equality Engaging businesses as SDG advocates Find new narratives for development work 2018 DevCom Annual Meeting Paris, 21-22 November STORIES ADVICE DATA www.sdg-communicator.org
Hinweis der Redaktion
- In this SDG era, the centre of gravity has shifted in several important ways. First, we now have a whole-of-society agenda. We expect all stakeholders – and citizens in general – to play a part in achieving the SDGs. It is no longer enough to just inform to citizens. We need to mobilise and engage! Second, trust in our work is falling. People mistrust governments. People are sceptical about multilateralism. And people think that international development co-operation is ineffective. We need to show people that we are achieving results and responding to public concerns. Third, our media landscape has fragmented. Social media has created new opportunities to engage with citizens – especially young citizens. However, fake news and social media algorithms mean we need to work harder than ever to promote an informed and evidence-based debate.
- There is another reason why we need to enhance public engagement and communication: we have actually committed to do so in the 2030 Agenda. Among the 169 SDG targets, there are 5 targets that only good communications can help achieve. Target 4.7, for example, is about helping all learners, young and old, to acquire the knowledge and skills to promote sustainable development.
- So what have we learned from three years of engagement and communication for the SDGs? In the following slides, I would like to share five emerging lessons.
- First: we need both commitments and strategies for public engagement. We analysed the Voluntary National Reports that countries submit to the UN to report on their progress on the SDGs. We found that almost all reports – 76 out of 80 – refer to the importance of engaging citizens and stakeholders. This shows that the people in charge of the SDGs in each country recognise that engaging with citizens is super-important. However, only a handful of Reports refer to specific strategies for awareness-raising and public engagement. And too few translate their commitment into specific, measurable objectives. This shows that, for many countries, the SDGs are a distant concept that still needs to be reconciled with national development plans.
- Second, we need to become better listeners. In the MDG era, communications was one-way traffic. In the SDG era, we cannot just be in broadcasting mode. We need upward feedback from citizens. Many countries have conducted consultations to hear citizen views on the SDGs and on international co-operation more generally. Canada conducted a large-scale consultation for its Feminist Development Assistance Policy. In Mexico, the MyWorld survey helped collect thousands of opinions on the SDGs. In the European Union, there is a regular public opinion survey: the Special Eurobarometer on Development. In Brazil, several new online platforms allow citizens to share their views and ideas in real time, and to learn about SDG progress around the country. Listening better can give us excellent insights into our diverse audiences, and teach us how to adapt different messages to different constituencies.
- Third, we need all hands on deck in public engagement. In MDG era, communications seemed like a governmental affair. In the SDG era, we need broader partnerships to help communicate the SDGs. Take SDG 5 on gender equality, for example. Powerful campaigns like #HeforShe have involved partners in business, philanthropy and civil society, alongside governments and international organisations. Unilever, Promundo and Axe have worked together to fight against gender stereotypes. The #MeToo and #TimesUp movements actually emerged from private action. Working with partners can help us reach entirely new audiences. They enjoy the trust of their constituents. They often also have more marketing and campaigning knowhow than we do.
- Fourth, we need to connect with people on a much more human level. Let us go beyond acronyms. SDGs … DWG … we assume that people are familiar with our terms, but let’s face it: even insiders often don’t understand what we are talking about. Communicating on a human level means telling relatable, interesting and inspiring stories, reducing the jargon and finding much better messengers. Being relatable also means showing people exactly what the global goals mean for them: how are they impacted by the Goals, and how can they contribute? USAID has a wonderful “Stories” page that brings development stories to life. The French Development Agency collaborates with artists and the authors of graphic novels to show young people how they can help achieve the SDGs. In Argentina, Germany and Japan, the SDGs have been presented to citizens at music and cultural festivals.
- Fifth, we need to find much better ways to communicate about data and results. On the one hand, this is a question of accountability: the SDGs come with targets and indicators for a reason. Taxpayers want to know what their money is helping achieve. We need to overcome the image of inefficiency and poor integrity. On the other, this is about building a more positive and empowering narrative about development work. For most of our lifetimes, the predominant image associated with development has been that of helpless victims, starving children and passive beneficiaries of charity. It is not surprising that people have lost faith in our ability to deliver, and that their image of developing countries is dominated by negative stereotypes. New digital tools can help localise development projects and bring numbers to life. More positive images can help build confidence in global progress! We need to demonstrate that development is not a zero sum game. We need to transmit optimism and tackle the narrative of fear!
- In closing, I would like to warmly invite members of the G20 Development Working Group to join the OECD DevCom Community.
- The OECD Development Communication Network (DevCom) is a platform for institutions to share lessons on how to engage with citizens and stakeholders. We would be delighted to see you (or your communications teams) at our forthcoming Annual Meeting here at OECD Headquarters on 21-22 November. I also invite you to visit our SDG Communicator, where you will find stories, advice, data and resources on engaging citizens for the SDGs. We are currently identifying DevCom priorities for the 2019-2020 work programme. We’d be thrilled to support the DWG’s deeper reflections on how to engage citizens and stakeholders from G20 countries. We can also organise bespoke G20 learning events or workshops on communications, closely linked with other activities to support G20 presidencies in achieving their development goals.