Is the new IF campaign trying to ‘Make Poverty History’, again?

The development community must be brave enough to have an honest debate with the public and with politicians about the difficulties and challenges of aid, as well as its benefits.

With the Enough Food for Everyone IF campaign launch this week, we have over 100 charities working together for the first time since the Make Poverty History campaign in 2005. Once again, the UK is hosting the G8 but, while Make Poverty History had some real successes, the issues and debates have moved on – and so has public opinion.

In 2013 we need a new public conversation, on what aid and development means in the twenty-first century. And it needs to start with where people are. ODI-IPPR research into UK public attitudes found people tired of the traditional ‘aid story’. Repeated messages which focus on a bleak (African) continent and the horrors of extreme poverty can both overwhelm people and reinforce a sense that there has been little progress over time. Too often, people hear a lot about need, and some stories of success (children vaccinated, schools built), but are given very little information about how change happens or how aid works.

So, will this new campaign move the UK debate on development forwards?

The IF campaign gets off to a good start in its use of imagery and tone. At the launch at Somerset House, it deployed impressive graphics, but this also goes deeper than branding and design. The overall “IF” framing of the campaign emphasises agency and change, something our research revealed a real appetite for: ’IF we come together, and IF we pressure our governments, change is possible‘.

The range of issues it covers - from transparency to tax to agriculture – also look and feel different to the more ‘traditional’ development issues which were the focus of Make Poverty History. The UK public wants to hear more about the role of big business and international corporations – including their tax responsibilities. This is a major plank of the new IF campaign which sets out some clear calls for action and does a good job of communicating these in accessible ways.

The most risky elements are those which look like ‘business as usual’. The campaign has a big focus on targeting the G8, which the UK is hosting this year. One risk is that this gives the public the impression that nothing much has changed since 2005 – the NGOs will need to work hard to put this campaign in a wider context of progress. Another is that we no longer live in a G8 world. A conversation that does not include China, Brazil and India might reinforce a rather outmoded view of development as being very much about ‘us and them’.

The ‘aid’ aspects of the campaign also bring strategic communications challenges, particularly given the emphasis on food. Live Aid still looms large in the UK’s collective understanding of aid and development, and perhaps the biggest risk of this campaign is that it suggests that nothing has changed since 1985. NGOs and others must be wary of suggesting either that aid doesn’t work or that it will be needed forever more. The range of issues covered by the IF campaign provides an opportunity to talk about ‘the end of aid’ in a positive way – “IF we make these changes, then aid will no longer be needed”.

This is important because the political debate about aid in the UK continues to be heated, despite the prospect this year of the UK becoming the first G8 country to give 0.7% of GDP as aid. Aid critics argue that aid doesn’t work and that it is unjustifiable that the UK should drastically increase spending on aid when other budgets are being cut. In this political environment, the simple defences of aid that have been made in the past will no longer cut it – a healthy dose of realism is needed. As Phil Vernon put it in a recent article, “we really must stop being defensive about aid, and admit its limitations”. The development community must be brave enough to use the platform of the IF campaign to have an honest debate with the public and with politicians about the difficulties and challenges of aid, as well as its benefits.

The leaders of the IF campaign will, rightly, be focused on what it can achieve in 2013. But a truly successful campaign would look beyond the short-term demands on government and look to change public attitudes in the longer term. The IF campaign has made a good start, so here’s hoping that 2013 will mark a real change in the UK debate about aid and development.

Leni Wild is a research fellow at ODI (@leniwild)

Sarah Mulley is associate director at IPPR (@sarahmulley)

Nursery school pupils learn with teaching aids during a class at the Christower International School, Ibafo district in Ogun State, southwest Nigeria. Photograph: Getty Images.

Leni Wild is a research fellow at ODI (@leniwild)

Sarah Mulley is associate director at IPPR (@sarahmulley)

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We can't rush to war in Syria without a plan for peace

A recent visit to Iraq has left me doubtful that the Prime Minister's plan can suceed, says Liam Byrne.

As shock of the Paris lifts and the fightback starts, all eyes are now the prime minister and, at last, the 'full spectrum response' we were promised months ago.

But what's needed now is not just another plan to bomb the ground -  but a plan to hold the ground we win. Four days in Northern Iraq has made me deeply sceptical about air strikes alone. It's convinced me that after the mistakes of Iraq and Libya, we cannot have yet another effort to win the battle and lose the war. Without politics and aid, projectiles and air-raids will fail. It's as simple as that.

After the horror of Paris it's easy to ignore that in Iraq and Syria, Isil is now in retreat. That's why these animals are lashing out with such barbarism abroad. In the ground war, Kurdistan's fighters in particular, known as the Peshmerga - or 'those who face death' -  have now shattered the myth of Isil's invincibility.

A fortnight ago, I travelled through Northern Iraq with a group of MP's arriving on the day the key town of Sinjar was stormed, cutting the umbilical cord - route 47 - between Isil's spiritual home of Mosul in Iraq and Isil HQ in Raqqa. And on the frontline in Kirkuk in north west Iraq, two miles from Isil territory, Commander Wasta Rasul briefed us on a similar success.

On the great earthwork defences here on the middle of a vast brown plain with the flares of the oil pumps on the horizon, you can see through binoculars, Isil's black flags. It was here, with RAF support, that Isil was driven out of the key oil-fields last summer. That's why air cover can work. And despite their best efforts - including a suicide attack with three Humvees loaded with explosives - Isil's fight back failed. Along a 1,000 km battle-front, Isil is now in retreat and their capitals aren't far from chaos.

But, here's the first challenge. The military advance is now at risk from economic collapse. Every political leader I met in Iraq was blunt: Kurdistan's economy is in crisis. Some 70% of workers are on the public payroll. Electricity is free. Fuel is subsidised. In other words, the Government's bills are big.

But taxes are non-existent. The banks don't work. Inward investment is ensnared in red tape. And when the oil price collapsed last year, the Government's budget fell through the floor.

Now, in a bust up with Baghdad, cash has been slashed to Kurdistan, just as a wave of 250,000 refugees arrived, along with over a million internally displaced people fleeing Da'esh and Shiite militias in the south. Nearly 6,000 development projects are stalled and people - including the Peshmerga - haven't been paid for months.

We have brave allies in the fight against Isil - but bravery doesn't buy them bullets. As we gear up the battle against Isil, it's now vital we help boost the Kurd's economic strength - or their sinews of war will weaken. There's an old Kurdish saying; 'the mountains are our only friends'. It's an expression born of years of let-down. In the fight against Da'esh, it's a mistake we can't afford to repeat today.

Second, everyone I met in Iraq was clear that unless the Sunni community can find alternative leadership to Isil then any ground we win may soon be lost, if not to Isil, then “Isil II”. Let's remember Isil didn't just 'emerge'. It grew from a tradition of political Islam decades old and mutated like a Frankenstein monster first by Al-Qaeda, then Al-Qaeda in Iraq, then the Al-Nusra front and now Isil.

Crucial to this warped perversion has been the total breakdown of trust between Iraq's Sunni residents - and the Shi'ite dominated government in Baghdad. In Mosul, for instance, when the Iraqi security forces left, they were stoned in their Humvees by local residents who felt completely humiliated. In refugee camps, it's not hard to find people who didn't flee Da'esh but Shi'ite militia groups.

Now, tracking surveys in Mosul report tension is rising. The Isil regime is sickening people with an obsessive micro-management of the way everyone lives and prays - down to how men must style their beards - with brutal punishment for anyone stepping out of line. Mobile phone coverage is cut. Food prices are rising. Electricity supplies are sporadic. Residents are getting restless. But, the challenge of gaining - and then holding a city of 3 million people will quite simply prove impossible without alternative Sunni leaders: but who are they? Where will they come from? The truth is peace will take politics.

There's one final piece of the puzzle, the PM needs to reflect on. And that's how we project a new unity of purpose. We desperately need to make the case that our cause is for both western and Islamic freedom.

I serve the biggest Muslim community in Britain - and amongst my constituents, especially young people, there's a profound sense that the conduct of this debate is making them feel like the enemy within. Yet my constituents hate Isil's violence as much as anyone else.

In Iraqi Kurdistan, I heard first-hand the extraordinary unity of purpose to destroy Isil with total clarity: “Your fight,” said the Kurdistan prime minister to us “is our fight.” In the refugee camps at Ashti and Bakhara, you can see why. Over a million people have been displaced in Kurdistan - grandparents, parents, children - fleeing to save their children - and losing everything on the way. “Da'esh,” said one very senior Kurdistan official 'aren't fighting to live. They're fighting to die. They're not battling a country or a system. They're battling humanity".

Here in Europe, we are hardwired to the fortunes of Central Asia, by trade, energy needs, investment and immigration. It's a vast region home to the seminal struggles of Israel/Palestine, Sunni/Shia and India/ Pakistan. Yet it's a land with which we share traditions of Abrahamic prophets, Greek philosophy and Arabic science. We need both victory and security. So surely we can't try once again to win a war without a plan for winning a peace. It's time for the prime minister to produce one.

Liam Byrne is Labour MP for Birmingham Hodge Hill, cofounder of the UK-China Young Leaders Roundtable and author of Turning to Face the East: How Britain Prospers in the Asian Century.