1. PERCEPTIONS OF INTERNATIONAL DEVELOPMENT AND THE CHALLENGE OF ENGAGEMENT CHINA, FRANCE, GERMANY, U.K., U.S. New York, 23 rd October 2012 Dr. Gerry Power, Chief Operating Officer Klara Debeljak, Associate Director

2. Methodology

3. OBJECTIVE To understand how to optimize engagement with three key target groups: Interested Citizens Influentials Government Decision-Makers APPROACH Focus groups and surveys:  3,984 Interested Citizens in the UK, France, Germany, China, U.S. In-depth interviews  88 Influentials across the China, France, Germany, U.K., U.S.  40 Government Decision-Makers in the UK, France, Germany, U.S. Overall approach

4. Profile Activities Barriers & Facilitators Priorities Views of government’s engagement Sources Champions INTERESTED CITIZENS INFLUENTIALS GOVERNMENT DECISION- MAKERS Research Questions

5. Interested Citizens

6. PRIORITY DEVELOPMENT ISSUES SOURCES OF DEVELOPMENT INFORMATION ENGAGEMENT BETTER EDUCATED – except in China DONATING MAIN ACTIVITY PROFILE WELL INFORMED ABOUT DISASTERS LITTLE INFO ABOUT LONG-TERM DEVELOPMENT LITTLE ACTIVE INFORMATION SEEKING TV DOMINANT SOURCE NOT USED OFTEN for OBTAINING DEVELOPMENT INFO UNFAMILIAR WITH DEVELOPMENT LANGUAGE POVERTY, CORRUPTION, HEALTH, EDUCATION MOTIVATORS Making a difference 16-25 BARRIERS Personal connection Evidence of impact Emotional resonance % of urban population: U.S. 31%, France 33%, Germany 41%, China 46%, U.K. 50% NO STRONG GENDER BIAS UNDERREPRESENTED Interested Citizens: Overview

7. Assigning responsibility for addressing development challenges Interested Citizens: Development – Whose Responsibility?

8. How much is your government doing to improve economic and social conditions in developing countries? Interested Citizens: Government’s Engagement I

9. How much difference have your government’s development efforts made in the past 10 years? Interested Citizens: Government’s Engagement II

10. TV 70%71%74%41%82% RADIO 36%33%22%16%9% NEWSPAPERS 44% 51%25%58% MAGAZINES 8%14%16%8%7% SOCIAL MEDIA NEWS WEBSITES 38%40%11%22%25% WORD OF MOUTH >10% Friends & Family 50% 3%5%2%1% Blogs 8% Other Social Media 15% 1% Other Social Media 2% Blogs 1% Interested Citizens: Sources of Development Information

11. Donated money 71%35%71%51%63% Volunteered 13% 26%20%21% Fundraised 25%9%13%15%4% Attended an event (rally/protest/ lecture/seminar) 14%17%28%17%1% Signed a petition 23% 19%21%3% Wrote to the government or public official 9%5%7%15%2% Shared information or content online 27%23% 44%14% Shared a personal story or experience online 12%10%15%20%7% Interested Citizens: How They Engage

12. Influentials

13. PRIORITY DEVELOPMENT ISSUES COMMUNICATION CHANNELSFAVOURED ADVOCATES  Wide range of issues  Priorities linked to professional interests  Frequently mentioned: Health, climate change, governance NO CONSENSUS Information vetting, “insider” info, info sharing Central source: data, policy info Alternative perspective, aggregators, real-time field update INTERNATIONAL DEVELOPMENT - WHOSE RESPONSIBILITY? Too brief, hard to verify, used to fight info overload For background, broader socio-econ. context Influentials: Overview

14. MEDIA (news & background info) SPECIALISED Isolationist - Mainly internal organizat., government sources Influentials: Key Sources I

15. BLOGS Owen Barder (CGD); Duncan Green (Oxfam), The Guardian blogs; Chris Blattman (Yale); Global Dashboard Blogs William Easterly (NY University), Duncan Green (Oxfam), The Guardian Blogs, New York Times blogs Duncan Green; (Oxfam); World Bank blogs, Amerika21.de, Glocalist, ONE Owen Barder; (CGD); The Guardian’s blogs; William Easterly (NY University), New York Times blogs, Oxfam blogs Yan Chang Hai (social commentator; Wu Zuolai (cultural scholar/writer); Global Voices Influentials: Key Sources II

16. Government Decision-Makers

17. PRIORITY DEVELOPMENT ISSUES COMMUNICATION CHANNELS & INFLUENCERSFAVOURED ADVOCATES  Individual roles + country context define issue framing  Frequently mentioned: Governance, health, education, unfair trade, climate change INTERNATIONAL DEVELOPMENT - WHOSE RESPONSIBILITY? EXPERTISE IS KEY Most trustworthy for policy info For current events, public opinion tracking, not policy info Highly valued for policy info Rarely used, not trusted Mixed views CELEBRITIES Government Decision-Makers: Overview

18. MEDIA (News and current affairs) SPECIALISED French Government Government Decision-Makers: Key Sources I

19. BLOGSLawrence Haddad (Institute for Development Studies), Duncan Green (Oxfam), Chris Blattman (Yale), The Guardian blogs, Owen Barder (CGD) Center for Global Development blogs, William Easterly (NY University) N/AAndrew Harding (BBC’s Africa correspondent), Center for Global Development, Partnership to Cut Hunger and Poverty in Africa blog TWITTERInfo dissemination, constituents’ feedback N/A Government Decision-Makers: Key Sources II

20. Considerations

21. INTERESTED CITIZENS  Define primary, secondary and tertiary TARGET AUDIENCES  Use clear, understandable LANGUAGE  Use MIXED APPROACH – communication AND long-term engagement strategies  Engage them EARLY  Respond to appetite for seeing evidence of IMPACT – personal stories, not data GOVERNMENT DECISION-MAKERS & INFLUENTIALS Facilitate more effective info & DATA GATHERING and sharing strategies Optimise the UNIQUE VALUE OF DIFFERENT CONTRIBUTORS to the international development information environment: NGOs, think-tanks, media, multi-laterals Consider a formal seat at the table for the PRIVATE SECTOR and increase engagement of SOUTHERN INSTITUTIONS Considerations

22. BUILDING SUPPORT PORTAL www.audiencescapes.org/buildsupport Full “Building Support for International Development” report 5 Country micro reports: Germany France China U.K. U.S. 4 Topic reports: Celebrities Public Opinion Research Organisations NGOs Further Information

23. Thank you