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)

LORRAINE MALLINDER
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A dictator in the family: why Ebrima Jammeh wants retribution in Gambia

“I want to see Yahya Jammeh jailed and prosecuted in this country. Justice will finally come.”

On 21 January Yahya Jammeh left Gambia. Within minutes of the erstwhile dictator’s departure on a private jet, relieved crowds began to gather at Westfield Junction, a popular meeting point in Serrekunda, the largest town in the country.

For 22 years, Jammeh had cultivated a sorcerer-like persona, claiming he could cure HIV with herbs, ordering a nationwide witch hunt and magicking away countless dissenters to fates unknown.

After losing elections in December, he brought the country to the brink of war, staring down the West African troops waiting at the Senegalese border to remove him. Unable to conjure a way out, he eventually agreed to be exiled to Equatorial Guinea.

Leaning against a car at Westfield, Ebrima Jammeh (pictured above) watched the celebrations with a bitter-sweet expression. Shouting over blaring car horns, he said that he wanted justice for his father, murdered by the regime in 2005. His father, it turned out, was Haruna Jammeh, a first cousin of Yahya. The story of how Haruna and his sister, Masie Jammeh, were “disappeared” by security forces is well known here – a striking example of the former ruler’s ruthlessness.

Days after Yahya Jammeh’s departure, I met Haruna’s widow, Fatimah, with Ebrima and his sister Isatou. They recalled the early Nineties, when “Cousin Yahya” would drop by for green tea in his army officer’s uniform and brag about becoming the next leader of Gambia. “He was very arrogant,” Fatimah said.

Haruna and Yahya grew up on the family farm in Kanilai, on Gambia’s southern border with Senegal. They would play together in the fields. Haruna, six years older, would walk hand in hand with Yahya to school. They were more than cousins, Ebrima said. People called them “cousin-brothers”.

Once they were adults, Haruna remained protective of his cousin. He was working as a restaurant manager, and was a rising star in the Novotel group. Often, he helped out the then-impecunious Yahya with money or food. Few expected the hothead lieutenant to become the next president.

But in 1994 Yahya seized power in a coup. “I heard his voice on the radio and I was surprised,” Fatimah told me. “I phoned my mum and said: ‘Look, he did it.’” By 2000 Yahya had coaxed Haruna into ditching his hotel job and returning to manage the farm. The president had big plans for the farm, which grew into a huge enterprise that controlled many of the nation’s bakeries and butchers – thriving allegedly through land-grabs and subsidies.

Fatimah and the children stayed behind in Serrekunda, but would often visit. Ebrima had happy memories of meals with the extended family. Yahya was by now a distant figure, surrounded by bodyguards on the rare occasions when he visited. Ebrima remembered his uncle telling him to “work hard at school”.

In 2004, Haruna accused some soldiers of stealing fuel and food, and started to speak out against the regime’s frequent sackings and arrests. When he was removed from the farm, Fatimah begged him to come home. But he refused. “He was a strong character, a man of his word, a man of truth. He didn’t take nonsense from anyone,” Ebrima said. Haruna did not expect his younger “cousin-brother” would harm him.

In 2005 Ebrima, by then 21, spoke to his father for the last time after he was arrested in the middle of the night. “Dad said: ‘I don’t know if I’m coming back,’” he told me. “I was scared. I was devastated. I didn’t think I was going to see him again. I knew the kind of person Yahya was and the kind of rages he had.”

Shortly afterwards, Haruna’s sister Masie also disappeared. “My aunt was bold enough to approach the president, but she went missing, too,” Isatou said. “We stopped going to the village. We decided to be quiet because we were so scared they would come after us.”

In the years that followed, Fatimah and the children kept a low profile in the backstreets of Serrekunda. Questions about their surname were common but they denied all links to the president. For a long time, they had no idea whether Haruna and Masie were alive.

In 2014 Ebrima learned the truth from an interview on a Senegalese radio station with Bai Lowe, a former driver with the “Jungulers” (an elite presidential hit squad). Lowe said he had witnessed the strangling of Haruna and Masie Jammeh in July 2005. Their deaths were recorded in a 2015 Human Rights Watch report.

The interview was conducted by Fatu Camara, a former press secretary to Yahya Jammeh, who fled to the US in 2013 after being charged with “tarnishing the image of the president”. She said Masie had threatened to see a marabout, a spiritual leader with reputed supernatural powers, if Yahya did not reveal Haruna’s whereabouts. Having already set the Jungulers on Haruna, Yahya then targeted Masie, too.

On 26 January Gambia’s new president, Adama Barrow, returned from exile in Senegal. He leads an unwieldy, eight-party coalition with differing views on how Jammeh should be held to account. Barrow, who claims to have inherited a “virtually bankrupt” state, has promised to launch a truth and reconciliation process to investigate human rights abuses during the Jammeh regime. In interviews, he has chosen his words carefully, avoiding any mention of prosecution.

But, like many of those who have suffered, Ebrima wants retribution. “I want to see Yahya Jammeh jailed and prosecuted in this country. Justice will finally come.”

This article first appeared in the 16 February 2017 issue of the New Statesman, The New Times