1. NGOs like Oxfam are losing public debate on issues of global social justice as the public feels "uninterested and uninformed" and media perpetuates negative narratives. 2. Oxfam's communications often promote frames and values that the organization is trying to move away from, though some communications show "how it can be otherwise." 3. NGOs tell an "old, predictable story" that distances people from problems and focuses on simplistic solutions rather than engaging the public in deeper understanding of issues.

1. The Oxfam experience

2. The problem for development NGOs Losing public debate on global social justice Multiple, longitudinal measures Public “uninterested and uninformed” Media, NGOs, companies, government all in same place We can’t get away from statements like: “ nothings changed since Live Aid” “ aid is just wasted on corruption”

3. Frames Surface frames: words and meanings e.g. Tax relief Deep frames: worldviews e.g. Moral order

4. Moral order ? ? ? ?

5. Moral order aid development charity campaigns

6. Six things we’ve done “ Know thyself” research: personalising the imperative Small: festivals messaging Medium: engagement model + new expertise + training Large: corporate approaches + model of change Supersize: pan and cross-sectoral working

7. Research conclusion (2010 Comms) “ Seen through the ‘Frames and Values’ lens, the language of Oxfam communications often promotes frames and values you are trying to move away from However, your comms do show – in places – ‘how it can be otherwise’”

8. Oxfam UK and the Moral Order Simplification : especially binary oppositions, imperatives, assertions and war metaphors Assumptions: about supporters, prospective supporters & local partners Agency: subtle suggestions about who does what, to whom, which disempower supporters and local people

9. Subtle suggestion

10. Despite ourselves, NGOs are telling an old, predictable story, and are pretty comfortable with it ‘ Old’ charity Starving African babies (usually in black and white) Distance and difference Grandiose hope over reason Government and the media are in the same boat We are blind to some very important unintended consequences Three uncomfortable truths

11. The four horsemen of belief Mass poverty is inevitable The problem is primarily with the people who are poor People are poor for ‘natural’ and moral reasons Charity is (good) enough

12. We assume far more than we know; we are more slave than master of our language We fixate on what people think and ignore the why We don’t know what a credible long term vision for engaging the public looks like We confuse policy prescriptions for campaigns Four bad habits

13. Five new habits? Take a whole organisation/whole sector perspective. Collaborate. Study your language. Use experts. Standardise e.g. discourse analysis (looks at why ) Prioritise credibility Evolve communications, campaigning & fundraising models in one direction: deeper engagement models more conversation less turnover Revisit models of change. Together.