THE MILLENNIUM CAMPAIGN STRATEGIC PLANNING WORKSHOP

1. THE MILLENNIUM CAMPAIGNSTRATEGIC PLANNING WORKSHOP Final Report 20 November 2002

2. 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 reports…to 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

3. 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.

4. 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.

5. What participants said about the workshop………. ‘Better focus of what the campaign is all about and work-streams of the campaign unit’ ‘ I’m 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’

6. 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

7. 1. Workshop Objectives

8. 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

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

10. 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

11. 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 O’Neil) • Goals/ accountability for North as well as South (basis for a Global Deal) • The power of data and new thinking – strong analytic foundations

12. Challenges and obstacles to overcome • Cynicism and scepticism – culture of failure and looking back not ahead • ‘What’s 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’

13. 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

14. Country level campaigning and actions Campaign themes/ mechanisms and (mainly) local actors 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

15. CSOs, faith-based, and informal issue-based networks Parliamentarians Opinion formers Media/academics General public Corporates UN agencies Campaign planning – key audiences/inter-relationships Millennium Campaign National government (esp. finance and other relevant ministers

16. 3. Millennium Campaign Vision

17. 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 MDG’s 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 Let’s not forget our hopes and fears (from the start of the workshop)

18. 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).

19. The MDG’s – 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 MDG’s 8 goals, 18 targets and 48 indicators provide themes for programmeaction and programmemeasurement at a country level Combat HIV/Aids, malaria and other diseases Ensure environmental sustainability Develop a global partnership for development

20. HIV/Aids, malaria, disease Environmental sustainability Sanitation, clean drinking water Universal primary education Poverty Health, maternal health, child health Hunger Child mortality Promote gender equality The MDGs relate to inextricably interwoven social and economic effects GLOBAL PARTNERSHIP

21. 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 MDG’s in way that is compelling? Multiple MDG related actions and outcomes MILLENNIUM CAMPAIGN UN agencies NGO’s and Civil Societies General Public Government Corporate Academia Media 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

22. A view from outside the UN system….. ‘The power of ‘the obvious’ is enormous. The Declaration is obvious -- you make commitments and keep the score…it’s about time… They (the Declaration and MDGs) have the potential to capture the imagination and mobilize people…but 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 world…The 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

23. How can we talk about the MDG’s in a way that is compelling? Put in broad context of human rights (re. Millennium Declaration) A new global partnership (the Global Deal) • All partners act with equal commitment • New deal between countries and within countries • Fundamental human rights • Good governance • Democracy MILLENNIUM CAMPAIGN ‘ANOTHER WORLD IS POSSIBLE’ The vision to inspire and unite actors The bigger picture/broader aspiration The ‘new news’/ reason why …is possible Another world…….

24. UN Reporting Data/Monitoring/Analysis Reporting who / how What needed to achieve goals Who falling short Who needs to be involved UN Partnerships • Networking • Partnering civil societies • Networks at country and regional level • New actors at local level UN Human Rights • Conventions and treaties • Reporting back • Children’s/Women’s/ Worker’s … rights • Do we have a choice? To tell the story of unreasonable disparity/trade regimes CSO’s to proclaim things have to change / partnerships for programming Country level strategy ‘People Power’ Mobilize international community ‘Fuel the row’ at a country level The UN’s role in achieving this vision 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

25. 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.

26. 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.

27. 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/partnership, Respect for nature,

28. 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.

29. 4. Millennium Campaign -- initial ‘work-streams’

30. 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 MDG’s, and pooling / sharing this knowledge • ‘Listening Post’ role – what does society in each country think is important (‘socialissue footprint’ for each country, based on feedback from local UN reps, CSO’s , 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

31. 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 MDG’s (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

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

33. 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

34. 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)?

35. 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 MDG’s as outcomes not inputs • Campaign around inputs (whatever is necessary to deliver MDG outcomes in a given country), using MDG’s as the rationale for these inputs • Don’t campaign for the MDG’s, 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.

36. Global Centred Local Engagement • Global Deal • Goal 8 • Driving social engagement • Freedom from … death, illiteracy • Jobs, education, houses Commitment and keeping promises • Social responsibility • Unreasonable disparities • Exclusion vs inclusion • Mutual advantage • Changing the rules of the game • Not donor/developing language • Not generosity driven Enlightened leaders Ours / my society Country in world Key Campaign Themes Another World is Possible

37. + Broader human aspirations New Global Partnership Campaign Hierarchy Outcomes (MDG’s 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

38. Engage CSO’s / constituencies to tell story Pump priming Reports Resource centre: analysis and data proves issue key to future outcome Networker Connector Listening post Resource centre Reports Jobs Resource generation hooks Homes Education Global deal Goal 8 Disparities Equality + Broader human aspirations New Global Partnership ‘Another world is possible’ Campaign Hierarchy (Monitor and report on) Outcomes (MDG’s) 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

39. 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 can’t, and don’t 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).

40. 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).

41. 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.

42. 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.

43. Tactics -- within country campaigning (cont’d) • 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.

44. Tactics -- within country campaigning (cont’d) • 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.

45. Academia (donor countries) Thought leaders Media Activists Scientists Enlightened leaders Issues based groups Women’s groups Opinion leaders Goodwill ambassadors Social revolutionaries Single issue based groups Aids groups Enlightened leaders Children’s groups Local Campaigning – Audiences Developing Housing Donor Education Private sector National Social sectors Trade unions UN Internal Audiences Housing Religious groups Local Education Social sectors Farmers Recipient Indigenous groups Governments Rural community Enlightened leaders Foundations Uniformed services Civil Society Groups/ NGO’s Professionals Parliamentarians Audiences Financial institutions Corporate sector General public Men Urban Women Local Young people

46. Thought leaders Media Enlightened leaders Opinion leaders Goodwill ambassadors 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 Indigenous groups Governments Rural community Enlightened leaders Foundations Uniformed services Civil Society Groups/ NGO’s Professionals Parliamentarians Audiences Academia (donor countries) Financial institutions Activists Corporate sector Scientists General public Issues based groups Women’s groups Social revolutionaries Single issue based groups Men Urban Women Local Aids groups Enlightened leaders Children’s groups Young people

47. Thought leaders Media Enlightened leaders Opinion leaders Goodwill ambassadors 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 Indigenous groups Governments Rural community Enlightened leaders Foundations Uniformed services Civil Society Groups/ NGO’s Professionals Parliamentarians LIKELY SUPPORTERS / ADVOCATES Audiences Academia (donor countries) Financial institutions Activists Corporate sector FIRST AUDIENCE Scientists General public Issues based groups Women’s groups Social revolutionaries Single issue based groups Men Urban Women Local Aids groups Enlightened leaders Children’s groups Young people

48. 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: MDG’s – 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 MDG’s a framework with the widest possible legitimacy: MDG’s are the biggest thing going • This is not your Dad’s campaign – it’s not the old argument – it’s different • All local failures need to be shaped communicated in failure to reach the global MDG’s • There is no such thing as a local problems – they are global problems

49. Messaging to Media Objective: campaign to drive awareness and help capture all people’s 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

50. Messaging to CSO’s / NGO’s 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 MDG’s to their cause • Reframing the country reports