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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Following Donald Trump in New Hampshire

It would be easy to dismiss the 69-year-old property mogul - but Trump is impossible to ignore.

Donald Trump doesn’t miss a beat. When a man in the front row of a packed school auditorium shouted, “We don’t want a scripted president,” he bellowed straight back, “No you don’t! And you don’t want a politically correct president,” a comment that sent the thousand-strong audience into a raucous standing ovation.

It was classic Trump: a move aimed at underlining his credentials as a populist, anti-politics insurgent. For bemused outsiders, his stump speech on 14 August at Winnacunnet High School in the tidy New Hampshire town of Hampton offered fresh insights into the methods by which Donald Trump has successfully hijacked the Republican race for the White House.

It would be easy to dismiss the 69-year-old property mogul. Trump’s campaign is powered by little more than personality and wealth. His pitch features few policies beyond building a giant wall along the Mexican border and putting his business associates in positions where they can strike better deals than the current administration. His campaign shtick resembles nothing so much as a stand-up comedy show. On Iraq: “It isn’t even a country. It’s a bunch of corrupt people.” On oil: “Iran, Isis, everybody has it but us.” And on China: “You hear that sucking sound? You know what that means . . . jobs, money.”

And yet he is impossible to ignore. Trump has led the polls for the Republican nomination since declaring his intention to run on 16 June – in a speech that accused Mexico of sending both rapists and murderers to the US. In New Hampshire he has a double-digit lead over Jeb Bush, who remains the favourite to win the nod, given his record as governor of Florida and his party connections – not least his father, George, and brother George W. This makes Trump the people’s choice.

Something similar is happening among Democrats. Although Hillary Clinton has a monopoly on donors and party grandees, Bernie Sanders, the self-proclaimed socialist senator from Vermont, is making a move in the polls. The US version of Jeremy Corbyn – the unreconstructed lefty selected to balance the debate – offers a different way of doing things from Clinton, who comes from a tired elite, or so runs the familiar argument.

And this is Trump’s main message: the rich are running politics for their advantage, donating money to the establishment in return for favours when they return to office. “Who knows it better than me?” he boasted to more whoops from the audience. “I’ve contributed to everyone.”

Trump acts like a heckler on stage. It’s his brash honesty that appeals to the likes of Bob Pennell, an orthopaedic surgeon who had travelled from neighbouring Massachusetts to see him speak. “He is shining the light on the rich and how they use the government,” Pennell said. “I always suspected it. But now I know.”

The result of such poor leadership, Trump argues, is that the US has lost its place as the dominant global economy – hence that sucking sound from China. It’s a message that strikes a chord with an audience that feels squeezed financially at home and sees its country adrift in the world.

Trump’s larger-than-life persona – and frequent, unverifiable boasts that his net worth stands at $10bn – felt like a throwback to days gone by, when “the American dream still meant something”, according to Jimmy Riordan, a diesel engine parts engineer. “It’s a cut-throat world and he’s the best businessman,” he said.

Quite what a Trump administration would look like, however, is anyone’s guess. In a rapid-fire question-and-answer session, he committed to federal investigations into the treatment of army veterans and the Environmental Protection Agency. An audience member asked if he would send astronauts to Mars. Trump smiled, saying he would first fix the US’s crumbling roads and airports. “Who’s better at infrastructure than Trump?” he asked, to more laughter.

Even a string of glaring gaffes has failed to dent his lead. Most recently he tried to undermine Megyn Kelly of Fox News after she probed his attitude towards women. Her dogged questioning, Trump said, was down to “blood coming out of her wherever”.

Yet to his supporters in the school auditorium, this kind of comment is not a misstep but a breath of fresh air. They say it shows he is his own man, that his personal fortune frees him from the need for spin doctors, lobbyists or donors who would seek favours should he reach office. Even his opponents can sense the appeal. “He doesn’t have to have their influence,” said Kerri Ruggiero, who is campaigning in the state for George Pataki, the Republican former New York governor, who is failing to gain traction. “It’s just him.”

Not everyone at the stump speech was a supporter. In New Hampshire, people take their responsibility as an early primary state seriously. A good showing here in February can make or break a candidate’s campaign. In the 1968 Democratic primaries, Eugene McCarthy came within 7 per cent of Lyndon B Johnson, a close enough result to force the sitting president to announce he would not run for re-election. Some showed up last Friday to gauge whether Trump was a credible figure. Others came to make a point. Noah Thompson, an 18-year-old student, wore a giant golden sombrero to protest against Trump’s comments about Mexicans.

“I probably would have voted for him,” Thompson confessed as the crowd headed for the exits, “if he hadn’t opened his mouth for two months.”

This article first appeared in the 20 August 2015 issue of the New Statesman, Corbyn wars