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)

Photo: Getty
Show Hide image

French voters face a choice: Thatcherism or fascism

Today's Morning Call. 

Francois Fillon has been handed the task of saving France from a Marine Le Pen presidency and, by extension, the European Union from collapse, after a landslide win over Alain Juppé in the second round of the centre-right Republican party primary, taking 67 per cent of the vote to Juppé's 33 per cent. 

What are his chances? With the left exhausted, divided and unpopular, it's highly likely that it will be Fillon who makes it into the second round of the contest (under the French system, unless one candidate secures more than half in the first round, the top two go to a run off). 

Le Pen is regarded as close-to-certain of winning the first round and is seen as highly likely to be defeated in the second. That the centre-right candidate looks - at least based on the polls - to be the most likely to make it into the top two alongside her puts Fillon in poll position if the polls are right.

As I explained in my profile of him, his path to victory relies on the French Left being willing to hold its nose and vote for Thatcherism - or, at least, as close as France gets to Thatcherism - in order to defeat fascism. It may be that the distinctly Anglo-Saxon whiff of his politics - "Thatcherite Victor vows sharp shock for France" is the Times splash - exerts too strong a smell for the left to ignore.

The triumph of Brexit in the United Kingdom and Donald Trump in the United States have the left and the centre nervous. The far right is sharing best practice and campaign technique across borders, boosting its chances. 

Of all forms of mistake, prophecy is the most avoidable, so I won't make one. However, there are a few factors that may lie in the way of Le Pen going the way of Trump and Brexit. Hostility towards the European project and white  racial reaction are both deeply woven into the culture and politics of the United Kingdom and the United States respectively. The similarities between Vote Leave and Trump are overstated, but both were fighting on home turf with the wind very much at their backs. 

While there's a wider discussion to be had about the French state's aggressive policy of secularism and diversity blindness and its culpability for the rise of Le Pen, as far as the coming contest is concerned, the unity of the centre against the extremes is just as much a part of French political culture as Euroscepticism is here in Britain. So it would be a far bigger scale of upheaval if Le Pen were to win, though it is still possible.

There is one other factor that Fillon may be able to rely on. He, like Le Pen, is very much a supporter of granting Vladimir Putin more breathing space and attempting to reset Russia's relationship with the West. He may face considerably less disruption from that quarter than the Democrats did in the United States. Still, his campaign would be wise to ensure they have two-step verification enabled.

A WING AND A PRAYER

Eleanor Mills bagged the first interview with the new PM in the Sunday Times, and it's widely reported in today's papers. Among the headlines: the challenge of navigating  Brexit keeps Theresa May "awake at night", but her Anglican faith helps her through. She also lifted the lid on Philip May's value round the home. Apparently he's great at accessorising. 

THE NEVERENDING STORY

John Kerr, Britain's most experienced European diplomat and crossbench peer, has said there is a "less than 50 per cent" chance that Britain will negotiate a new relationship with the EU in two years and that a transitional deal will have to be struck first, resulting in a "decade of uncertainty". The Guardian's Patrick Wintour has the story

TROUBLED WATERS OVER OIL

A cross-party coalition of MPs, including Caroline Lucas and David Lammy, are at war with their own pension fund: which is refusing to disclose if its investments include fossil fuels. Madison Marriage has the story in the FT

TRUMPED UP CHARGES?

The Ethics Council to George W Bush and Barack Obama say the Electoral College should refuse to make Donald Trump President, unless he sells his foreign businesses and puts his American ones in a genuine blind trust. Trump has said he plans for his children to run his businesses while he is in the Oval Office and has been involved in a series of stories of him discussing his overseas businesses with foreign politicians. The New York Times has detailed the extentof Trump's overseas interests. 

TODAY'S MORNING CALL...

...is brought to you by the City of London. Their policy and resources chairman Mark Boleat writes on Brexit and the City here.

CASTROFF

Fidel Castro died this weekend. If you're looking for a book on the region and its politics, I enjoyed Alex von Tunzelmann's Red Heat, which you can buy on Amazon or Hive.

BALLS OUT

Ed Balls was eliminated from Strictly Come Dancing last night, after finishing in the bottom two and being eliminated by the judges' vote.  Judge Rinder, the daytime TV star, progressed to the next round at his expense. 

AND NOW FOR SOMETHING COMPLETELY DIFFERENT

Helen reviews Glenda Jackson's King Lear.

MUST READS

Forget Castro's politics. All that matters is he was a dictator, says Zoe Williams

The right must stop explaining away Thomas Mair's crime, I say

It’s time to end the lies on immigration, says Anna Soubry

Get Morning Call direct to your inbox Monday through Friday - subscribe here. 

Stephen Bush is special correspondent at the New Statesman. His daily briefing, Morning Call, provides a quick and essential guide to British politics.