THE MILLENNIUM CAMPAIGN STRATEGIC PLANNING WORKSHOP

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THE MILLENNIUM CAMPAIGNSTRATEGIC PLANNING
WORKSHOP

• Final Report
• 20 November 2002

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Workshop context

• The United Nations Millennium Declaration is a
  landmark document for a new century .(we are)
  initiating a Millennium Campaign to make the
  commitments better known throughout the world.
  
• As part of this, the United Nations system will
  work with national governments, civil society,
  the international financial institutions and
  other partners to produce a series of regular
  national reportsto measure and monitor progress
  towards achieving the MDGs on a country by
  country basis. Our hope is that, in this age of
  democracy, annual reporting will force action.
  ..
• It is not at the United Nations, or by the work
  of the organization's officials,that the goals
  could be achieved. They have to be achieved in
  each of its Member States, by the efforts of
  their Governments and peoples.
• Secretary General Kofi Annan

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This document.

• Reports on the workshop convened in London on
  29/30 October to help develop a common
  understanding of, and begin to put a shape on,
  the Millennium Campaign.
• This workshop involved a broadly drawn group of
  19 participants from 13 UN organisations, plus
  Social Watch. Their responsibilities covered
  policy and partnerships as well as communications
  and campaigning.
• It was hosted, facilitated, and reported on, by
  Chris Baker and Wendie Stone from TBWA\London.
• They also conducted a number of interviews (as
  well analysis of what has been said in public and
  the media) a synthesis of this formed an
  important input to the workshop and is covered in
  this report.

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An excellent example of the power and practical
value of working together.

• Because of the new challenges presented by the
  Millennium Campaign, this workshop necessarily
  involved a disparate group of people,
  representing a broad range of organisations, most
  of whom did not know most others at the start of
  the workshop, with little or no experience of
  working together.
• There was genuine concern that the group would
  not gel and that the workshop could end up
  focusing more on the differing perspectives and
  roles of the different organisations represented,
  rather than make genuine progress on mapping out
  a way forward.
• These fears were not realised and participants
  own words about the workshop (see next page), as
  well as the collaborative output summarised in
  this document, are a testament to the power of
  working together.
• Just as important as the hard output was that
  this workshop made an important contribution to
  developing the personal relationships and shared
  ownership of a task that successful partnerships
  are based upon.

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What participants said about the workshop.

• Better focus of what the campaign is all about
  and work-streams of the campaign unit
• Im impressed by the daringness of people we
  have come together, without inter-agency
  posturing, to believe we could make a difference
• We came up with a daring mission statement
• Genuine search to get to an understanding as a
  collective not a group of individuals
• Reinforced my enthusiasm
• Open discussions about partners, work streams
  and practical things to do
• Cleared some of the fog
• Found a way to link goals and think of the
  campaign as a whole
• We can be more effective partners now we
  understand each other
• Group openness and frankness
• We can now mainstream and internalise in our own
  organisations and as a part of the whole

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Contents

• 1. Workshop objectives
• 2. Synthesis of themes emerging from the
  pre-workshop process
• 3. Millennium Campaign vision
• 4. Millennium Campaign initial work-streams
• 5. Campaigning, at the country level and global
  level early thinking from the workshop
• Annex I. Agenda and list of participants
• Annex II. Pre-workshop headlines
• Fuller extracts from pre-workshop analysis and
  interviews are provided as a separate document

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1. Workshop Objectives
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Workshop Objectives

• To develop a common understanding of the
  Millennium Campaign and key constraints and
  opportunities affecting its success
• To develop the strategic framework for
  approaching the Millennium Campaign across the UN
  system
• key campaign themes and mechanisms
• the role of each stakeholder (including UN
  agencies, individually and collectively, building
  on the core expertise and existing plans of each)
• To recommend the key short-term focuses for the
  campaign the substantive issues to be focused
  on over the next 12-18 months, and up to 2005
• Develop a consensus on how we can communicate
  consistently and effectively about progress (or
  the lack of it) in terms of achieving the goals
• Begin to identify ways, via focus provided by the
  Millennium Campaign, we can work together more
  collaboratively and effectively, both within the
  UN system and in our external connections

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2. Synthesis of themes emerging from the
pre- workshop process
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Synthesis based on..

• Some of the things people have said, in public
  and in the media
• Some direct extracts from interviews with Michael
  Doyle, Eveline Herfkens, Carol Bellamy, Mark
  Malloch Brown, and Thoraya Obaid
• These included as an appendix, we focus here on
  our synthesis of the key themes emerging from
  these
• The positive difference(s) the Millennium
  Campaign can build on
• Challenges and obstacles to overcome
• Campaign planning - operating principles
• Campaign planning - key audience
  focuses/inter-relationships

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The positive difference(s) the campaign can build
on

• Clear, measurable, time bound, comprehensive
  goals
• Unprecedented level of government endorsement (if
  not yet real buy in/ action)
• One set of inter-related goals, one framework,
  agreed by all UN member states
• Hits the international mood no more summits,
  a framework for action
• Common framework for action and partnership new
  way of working
• People-centred strong social and political as
  well as economic dimensions
• Powerful tool for both mobilization and
  accountability (Bono and ONeil)
• Goals/ accountability for North as well as South
  (basis for a Global Deal)
• The power of data and new thinking strong
  analytic foundations

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Challenges and obstacles to overcome

• Cynicism and scepticism culture of failure and
  looking back not ahead
• Whats new? much about the individual goals is
  familiar
• Creating local ownership, commitment, and
  political will -- not deliverable if the MDGs
  are seen as a centralized UN owned initiative
• Unavoidable political dimension/risk (and how to
  manage it)
• Silo mentality demands a new working model (UN
  and beyond)
• Not yet internalized by UN agencies
• Remaining trapped in the old North/South ODA/debt
  relief/trade haggle
• Fragmentation 8 goals, myriad individual
  agendas
• Lack of clarity Campaigning for MDGs vs.the
  MDGs are the campaign

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Campaign planning - operating principles

• Bottom up, decentralized, locally owned (UN
  supported, not UN controlled)
• Stimulate debate, non prescriptive foster home
  grown solutions
• Encourage society to talk to itself people
  speak not UN speak
• Maintain MDG as a package need multi-goal
  campaigning themes
• Underpinned by a unifying big idea (more likely
  to reside in the Declaration than the MDGs)
• Pooling of resources/use existing networks to
  scale up intervention
• Be realistic but positive motivate, inspire,
  and give courage.
• Develop a shared campaign framework which is
  simple, clear, flexible

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Campaign planning need for a bottom up mindset
MDG targets and indicators (outcomes more than
inputs)
Global underpinning/campaigning Shared vision,
global dimension/big idea, UN system
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Campaign planning key audiences/inter-relationsh
ips
Millennium Campaign
National government (esp. finance and other
relevant ministers
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3. Millennium Campaign Vision
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Lets not forget our hopes and fears (from the
start of the workshop)

• Hopes
• Clearer idea of campaign at global and country
  level what launching/ who to/what should we
  tell them
• Articulate a vision that brings people/ other
  actors/partners in
• Articulate a vision that crosses sectors
• Forge belief that we can become a mobilising
  force for political action
• Build on opportunity provided by MDGs to do
  something different
• Be inspired

• Fears
• Come up with answers that lose sight of
  importance of working at country level
• Forget that we are a small part of this and that
  we need others
• The Millennium / MDG Campaign is too complicated,
  too overwhelming to find a way to express it
• Become bogged down in UN-ese, rhetoric and
  bureaucracy
• Lose sight of 8 goals
• Becomes a UN project, not an inspiring way to
  change the world

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An emerging consensus through the workshop..

• The Millennium Declaration is broader, more
  inclusive, and more inspiring than the MDGs
• The MDGs are outcomes (and a focus for mutual
  accountability) not inputs
• The campaign should be rooted in the Declaration,
  the MDGs are the means of keeping the score (as
  well as a way of focusing both the resulting
  actions of the Campaign and the hard outcomes it
  is working to achieve).

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The MDGs outputs to the Millennium Campaign
By 2015 all 191 United Nations Member States have
pledged to
Eradicate extreme poverty and hunger
48 indicators
Achieve universal primary education
Promote gender equality and empower women
18 targets
Reduce child mortality
Improve maternal health
The MDGs 8 goals, 18 targets and 48 indicators
provide themes for programme action and programme
measurement at a country level
Combat HIV/Aids, malaria and other diseases
Ensure environmental sustainability
Develop a global partnership for development
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The MDGs relate to inextricably interwoven social
and economic effects
GLOBAL PARTNERSHIP
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Vision is the glue needed to inspire and unite
actors around the diverse (but inter-related)
factors confronted by the Millennium Declaration
and its MDGs

• Themes/mechanisms for advocacy, engagement and
  enrolment with different audiences and actors in
  specific and varying national contexts

• How can the Millennium Campaign bridge boundaries
  and engage many different actors and audiences?
  How can we talk about the MDGs in way that is
  compelling?

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A view from outside the UN system..

• The power of the obvious is enormous. The
  Declaration is obvious -- you make commitments
  and keep the scoreits about time
• They (the Declaration and MDGs) have the
  potential to capture the imagination and mobilize
  peoplebut people have to be allowed to own them,
  the UN must not treat them as their own property.
  Coalitions are already forming around them. They
  add value, because there is added value in being
  part of something bigger.
• The UN underestimates the power of the worldThe
  Declaration is very empowering and encouraging
  for people it lends support and weight to what
  people are already struggling for..that another
  world is possible.
• 
  Roberto
  Bissio

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The vision to inspire and unite actors

• How can we talk about the MDGs in a way that is
  compelling?

The bigger picture/broader aspiration
The new news/ reason why
is possible
Another world.
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The UNs role in achieving this vision

• UN Reporting
• Data/Monitoring/Analysis
• Reporting who / how
• What needed to achieve goals
• Who falling short
• Who needs to be involved

Make situation transparent so people of the world
can rise up/be aware at the local level
Provide choices at analytical level of what can
be done
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Millennium Campaign Vision

• Workshop Provisional (high consensus)
• We are the force for change which will make the
  Millennium Declaration a reality.
• We stand for a (new) deal between and within
  nations founded on mutual accountability
• We aim to energise people and governments to make
  the world a better place

Suggested Refinement We are the force for change
which will make the Millennium Declaration a
reality by championing the deal , founded on
mutual accountability between and within
nations, we will energise people and governments
to make the world a better place.
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Some comments on the Vision.

• Represents a strategic underpinning consistent
  with the global theme of Another world is
  possible which emerged during the workshop.
• First draft began we are a catalyst but strong
  feeling that we must take a much more proactive,
  campaigning stance to overcome scepticism and
  inertias thus we are the force for change
  was endorsed by the group
• and within nations. plus avoidance of the word
  global reflects need to drive local ownership
  of the campaign.
• Some discussion (unresolved) about whether we
  refer to the new deal or simply the deal on
  reflection we favour the latter as it represents
  something which is more final, permanent, and
  committed.
• Deliberately framed in context of the Millennium
  Declaration rather than MDGs, but the MDGs have a
  clear role within this vision helping to make
  the Declaration and the changes sought more
  concrete, as well as guiding specific action and
  the parameters for accountability.

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Millennium Declaration Values and Principles
set the tone for the Millennium Campaign

• Millennium Campaign Vision
• We are the force for change which will make the
  Millennium Declaration a reality
• by championing the deal , founded on mutual
  accountability between and within
• nations, we will energise people and governments
  to make the world a better place.

Values and Principles underpinning this
Vision Primary values Justice, Equality,
Dignity, Solidarity Secondary values Freedom,
Equity, Tolerance, Shared responsibility/partnersh
ip, Respect for nature,
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This Vision will help guide and organise both
campaigning and working together, both within the
UN system and beyond.

• There were many excellent ideas and insights on
  both local and global campaigning which emerged,
  albeit in a fairly unstructured way we have
  aimed to organise these (in the context of the
  vision) in this report.
• In terms of working together it became clear
  that the first step was to have a focus to engage
  around participants were very positive about
  this vision and could immediately see how this
  (plus starting to flesh out the campaign
  work-streams captured in the next section)
  would facilitate both collaborative working and
  independent progress towards a common aim.
• Although primarily a UN system group it is worth
  noting that the initial springboard for the
  vision --- the message that Another world is
  possible came from the one non UN participant,
  Roberto Bissio.

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4. Millennium Campaign -- initial work-streams
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Workstreams 1. Providing information and
infrastructure

• Guardian of the overall Millennium Campaign
  Vision and focus for generation of globally
  relevant messages to underpin global and local
  campaigning
• MDG (and/or Millennium Campaign) branding /
  identity, plus core MDG communication materials /
  collateral
• Connector role knowing what the UN (and
  other global) agencies know about campaigning,
  specifically what they are doing around the
  MDGs, and pooling / sharing this knowledge
• Listening Post role what does society in each
  country think is important (social issue
  footprint for each country, based on feedback
  from local UN reps, CSOs , public polling etc),
  including monitoring ongoing public/ political
  debate
• Resource Centre source of existing and
  emerging (Millennium Project) knowledge and
  information relevant to achieving MDG outcomes
  (website, help desk, clearing house) for both
  civil society and governments

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Workstreams 2. Active campaigning

• Networking identify, link, support key issue
  based CSO/NGO networks (pan-national plus key
  locals)
• Pump priming input / communications to ensure
  national reports realise their potential to
  stimulate national debate around the MDGs (help
  generate best practice cases by assisting in
  selected countries)
• Encourage (via third parties) analysis of, and
  reports on, national accounts from an MDG
  perspective
• Develop ongoing campaigning around annual global
  reports and relevant global and regional events
  and forums.
• Global and local campaigning around key
  Millennium Project outputs
• Focus for global awareness / media events (
  eg.Live Aid, MTV type events)
• Supporting resource generation from donor
  countries (incl. Foundations and public) and
  Corporates develop targeted fundraising
  hooks linked to MDG outcomes

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5. Campaigning at a country level and a
global level, and to different audiences early
thinking from the workshop
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Campaigning early thinking from the workshop

• Campaigning principles, themes, and hierarchy --
  global and local
• Campaign tactics -- different routes to
  engagement for local audiences
• Audiences, priorities and messaging

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How far to go? There are questions others will
have to answer.

• The level of political risk the UN system is
  prepared to accept for itself and its partners?
• Data standards for MDG reporting (response to
  national government manipulation / spin)?
• How far can we go in terms of naming and
  shaming (or even encouraging third parties to do
  so)?

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Campaigning Principles
There are many routes to engagement which need
to be pursued in parallel, held together by a
common vision rather than rigid process.

• Primary focus is to encourage / facilitate local
  campaigning
• Listen / understand what is important in each
  country
• Think of the MDGs as outcomes not inputs
• Campaign around inputs (whatever is necessary to
  deliver MDG outcomes in a given country), using
  MDGs as the rationale for these inputs
• Dont campaign for the MDGs, but ensure they are
  always there as the rationale and measurement
  tool / target outcomes
• Promote partnerships globally and locally
• Our role is providing the data and stimulating,
  rather than controlling, debate -- any attempt to
  adopt a top down, linear approach focused on UN
  channels would be destined for failure.

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Key Campaign Themes
Another World is Possible
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Campaign Hierarchy

• Outcomes (MDGs as a focus for measurement)

Achievability sense of plan inputs tailored
to relevant MDG outcomes
Campaign themes (global and local)
Underpinning vision Another world is possible
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Campaign Hierarchy

• (Monitor and report on) Outcomes (MDGs)

Achievability sense of plan inputs tailored
to MDG outcomes
Driving social engagement
Campaign themes (global and local)
Social responsibility
Commitments and promises
Mutual advantage
Enlightened leaders
Advocates
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Campaigning tactics

• Many routes to engagement to be pursued in
  parallel.
• Our primary role is providing data and analysis,
  and stimulating debate through doing this.
• We cant, and dont want to, control debate any
  attempt to do so via a top down, linear approach
  via UN channels would be destined to failure.
• Three main types of engagement-
• Reaching local audiences at the global level
  (e.g. via global events).
• External stimulus at the local level (e.g.
  visits).
• 3. Stimulus originating from within a country
  (the most important but hardest task for us).

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Tactics -- reaching local audiences at the global
level

• Prominent presence / campaigning around the
  global events calendar (incl. Major regional
  events).
• UN Agency Exec. Boards / Governing Councils
  each agency to ensure that MDGs are a standard
  agenda item.
• Global media events (e.g. Live Aid).

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Tactics -- external stimulus at the local level

• Profile raising visits / missions from MC
  leaders,UN Agency Heads, ambassadors.
• Encourage Foreign Ministries of key countries to
  brief Embassies to promote / use MDGs in local
  dialogue (e.g. Donor country embassies in
  developing countries).
• Regional / sub-regional reports materials to
  help stimulate media coverage and debate about
  how a given country is performing versus its peer
  group.
• Use global CSO networks (e.g. Society for
  International Development) to leverage local
  networks e.g. via local MDG focused CSO
  conferences.
• Leverage existing relationships between
  Millennium Campaign personnel (and from other UN
  Agencies) and local CSOs / Issue-based networks.

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Tactics -- within country campaigning

• Potential offered by local UN (and IFI) teams
  will vary considerably by country need to be
  involved/informed but should not be regarded as
  the only (or even main) focus for engagement at
  the local level.
• Core role of the local UN team should revolve
  around the national reports putting the data
  and analysis out there and letting nature take
  its course (i.e. leave social mobilization to
  others).
• Leave most local campaigning, analysis and
  editorializing (e.g. analysis of national
  accounts from an MDG perspective) to local civil
  society.
• Treat local civil society as partners not
  proxies.
• Infant Breast Milk campaign a good model.
• Treat MDGs as the scorecard not the campaign.

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Tactics -- within country campaigning (contd)

• Local civil society (including local authorities,
  labour organisations, faith groups), the key
  group to engage important gateway to
  Parliamentarians, media, other opinion formers,
  and the general public.
• Acknowledged area of weakness for the UN system
  (better contracts with government than with CSOs)
  -- key role for the Millennium Campaign Unit in
  terms of networking (implications for the
  profile of people employed).
• Often CSOs are already socially mobilized our
  role is not mobilization, rather to ensure that
  existing social mobilization campaigns have the
  information and technical support to take the
  Millennium Declaration / MDGs on board and
  actively use them as part of their campaigning.

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Tactics -- within country campaigning (contd)

• National reports provide a key focus for local
  campaigning and debate unlikely, in themselves,
  to be vehicle for social mobilization, but they
  should be food and drink for those who are
  already mobilized.
• WHO experience is not to underestimate the value
  of substantive papers, to stimulate engagement
  (including commissions set up by Government)
  Millennium Project outputs may often fit the
  purpose, and represent important campaign
  collateral.
• Remember -- nothing stimulates government action
  more than comparison with close neighbours/
  countries they see as being in their peer group.

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Local Campaigning Audiences
Developing
Housing
Donor
Education
National
Private sector
Social sectors
Trade unions
UN Internal Audiences
Housing
Religious groups
Local
Education
Social sectors
Farmers
Recipient
Governments
Indigenous groups
Rural community
Enlightened leaders
Foundations
Uniformed services
Civil Society Groups/ NGOs
Professionals
Parliamentarians
Audiences
Financial institutions
Corporate sector
General public
Men
Urban
Women
Local
Young people
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Local Campaigning Priorities
Housing
Developing
Donor
Education
Private sector
Social sectors
National
Trade unions
UN Internal Audiences
Housing
Religious groups
Local
Education
Social sectors
Farmers
Recipient
Governments
Indigenous groups
Rural community
Enlightened leaders
Foundations
Uniformed services
Civil Society Groups/ NGOs
Professionals
Parliamentarians
Audiences
Academia (donor countries)
Financial institutions
Corporate sector
Activists
Scientists
General public
Issues based groups
Womens groups
Single issue based groups
Social revolutionaries
Men
Urban
Women
Local
Aids groups
Enlightened leaders
Childrens groups
Young people
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Local Campaigning Priorities
Housing
Developing
Donor
Education
Private sector
Social sectors
National
Trade unions
UN Internal Audiences
Housing
TOP PRIORITY
Religious groups
Local
Education
Social sectors
Farmers
Recipient
Governments
Indigenous groups
Rural community
Enlightened leaders
Foundations
Uniformed services
Civil Society Groups/ NGOs
Professionals
Parliamentarians
Audiences
LIKELY SUPPORTERS / ADVOCATES
Academia (donor countries)
Financial institutions
Corporate sector
Activists
FIRST AUDIENCE
Scientists
General public
Issues based groups
Womens groups
Single issue based groups
Social revolutionaries
Men
Urban
Women
Local
Aids groups
Enlightened leaders
Childrens groups
Young people
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Messaging to Governments

• Objective campaign to convince donor
  governments to act
• You are part of the deal
• You are responsible fort he future development of
  our children / the world
• Urgency MDGs we have to act now
• Another world is possible if you maintain your
  commitment and keep your promises
• Messages that demonstrate commitments are being
  kept north and south towards a common goal
• Give the MDGs a framework with the widest
  possible legitimacy MDGs are the biggest thing
  going
• This is not your Dads campaign its not the
  old argument its different
• All local failures need to be shaped communicated
  in failure to reach the global MDGs
• There is no such thing as a local problems they
  are global problems

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Messaging to Media

• Objective campaign to drive awareness and help
  capture all peoples imagination
• A promise has been made
• You are part of the deal
• Take sides. The world has struck a new deal,
  what can you do?
• Freedom
• From poverty
• From gender inequality

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Messaging to CSOs / NGOs

• Objective campaign to galvanize our closest
  advocates to frame their arguments in this
  broader context to enrage activists and social
  revolutionaries
• Campaigns to legislators linking MDGs to their
  cause
• Reframing the country reports

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Annex I. Agenda and List of Participants
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Outline Agenda

• Day One
• The What of the Millennium Campaign
• Introductions
• Operating principles, shared visions, short-term
  goals
• Key campaign themes and mechanisms
• Day Two
• The How of the Millennium Campaign
• At the country level
• The role of the UN, individual agencies and other
  partnerships
• Campaign Vision

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Participants

• William Ryan -- UNFPA
• Kemal Mustafa -- UNFPA
• Gerardus van den Akker -- UNDGO
• Anne Trebilcock -- ILO
• Axumite Gebre-Egziabher UNHabitat
• Dianne Spearman -- WFP
• Turhan Saleh -- UNDP
• Mark Suzman -- UNDP
• Abby Spring -- UNDP
• Marjorie Newman-Williams -- UNICEF
• Gareth Jones -- UNICEF

• Sue Markham UN/DPI
• Loretta Sonn -- FAO
• Andrew Cassels -- WHO
• Jon Liden -- WHO
• Robert Bissio Social Watch
• Hans dOrville -- UNESCO
• Zazie Schafer -- UNIFEM
• Marika Fahlen UNAIDS
• Chris Baker TBWA
• Wendie Stone -- TBWA

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Annex II. Pre-Workshop Headlines
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Pre-workshop headlines and synthesis

• (Based on some of the things people have said, in
  public and in the media, plus interviews with
  Michael Doyle, Eveline Herfkens, Carol Bellamy,
  Mark Malloch Brown, and Thoraya Obaid fuller
  extracts are included as an appendix to this
  document)
• These were an input to the first morning of the
  workshop, and minor refinements have been made to
  the synthesis as a result of discussion and
  feedback when presented.)

56
Pre-workshop headlines

• What is emerging is a new consensus that demands
  that we match mutual commitments and mutual
  accountability a political bargain being built
  around a partnership of self interest between the
  countries of North and South mmb
• More about politics than economics(using) the
  power of data (to) drive political action. ..A
  recognition that the old solutions for achieving
  growth and production are not good enough,.its
  time to think out of the box. Put out the
  figures as a means of generating a debate rather
  than using it to lay out prescriptive solutions
  mmb
• The motif of Johannesburg was enough summits,
  now we want to get on with things. The MDGs,
  with their focus on implementation, action, and
  measurement very much hit the international
  mood. mmb

57
Pre-workshop headlines/contd

• The goals themselves arent newThe difference
  is that this is the UN agendaa common agenda
  across agencies.. cb
• The goals themselves are not different, they are
  the culmination and summary of recommendations
  emerging over a long period (the opportunity)
  is to have everyone working in the same
  direction, pooling our resources, not operating
  in our own compartmentalized boxes to
• The UN system itself is a major barrier (with) a
  chronic desire to work in the old ways and a silo
  mentality mmb

58
Pre-workshop headlines/ contd

• .The real work to be done is at the country
  level, making the MDGs central to life in each
  country to
• its crucial that the UN dont own the
  MDGsthey need to be owned by the people, the
  governments, non-governmental organisations..
  .the home grown element is vital eh
• Ministers of Finance havent got it
  yetbudgetary commitments have to be made, which
  is why it has to be a country driven process.If
  it is received as a top down UN driven process
  then you wont get buy in. They have to see them
  as their goals not the UNs goalsWe need local
  pressure currently its very, very, very
  centralized, it has to get decentralized cb

59
Pre-workshop headlines/ contd

• ...We must find ways of letting each society
  talk to itself, not talk at them from outside
  must be totally locally owned, the community
  itself saying this is good for us, so lets get
  together and implement it to
• .we need messages that are not UN or
  development speakthat my mother could
  understand cb

60
Pre-workshop headlines/ contd

• Important to keep the goals as a package .
  There is commitment to the package as a whole,
  all are important, and there are synergies
  between them..their strength is that if you
  achieve one you are closer to achieving others
  md
• Campaign messages have to cut across goalswe
  cant be selective about goals, they are all part
  of one message of making life better in
  developing countries to
• We need a number of campaigns under an overall
  campaign umbrella .its important to work at
  keeping the UN system together, and (also)
  leverage existing external networks (health,
  hunger, environment)..
• To do this we need multi-goal themes mmb
  

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Pre-workshop headlines/ contd

• (Also) sell the big concept, the new Global
  Dealcentral to all of us, about the future of
  our world -- redefine all of our individual
  responsibilities as citizens mmb
• .. Our intention is to have a political row
  about what is needed in country after country,
  year after year. Because out of these debates
  will come the energy and the demands and
  ultimately the results and, only if the people
  engage will we achieve the goals. mmb
• Always giving bad news is de-motivating, it
  drives fatigue. We need to find ways to give good
  news, the story isnt that bad.we need to find
  good reasons to say great We need to
  motivate, inspire, and give courage eh