THE GLOBAL GOALS FOR SUSTAINABLE DEVELOPMENT

A Case Study by Phil Eggman COMSTRAT 565 ONE Edward R. Murrow College of Communication Washington State University

ACTIONS. SPEAK. LOUDER According to the organization’s fact sheet, the name was inspired by the belief that “one voice, coming is an international campaigning and ad- together with many others – the political left and right, vocacy organization with the goal to end business leaders, activists, faith leaders and students extreme poverty and preventable dis- – can change the world for the better.” ease, especially in Africa… by 2030. ONE currently has seven million members and ONE works through the World Wide Web to inspire peo- growing. The organization was founded ple to lobby governments around the world to increase in 2004 by Rock Band funding to fight poverty, especially in Sub Saharan Afri- U2’s Lead Singer, Bono, (right) and ca. The chart (below left) shows extreme poverty is de- 11 organizations including World clining for people living on less than $1.25 a day, except Vision, Plan USA, Save the Children, in sub-Saharan Africa, where poverty is increasing. and Bread of the World. The Bill & Melinda Gates foundation provided The GLOBAL GOALS Campaign ONE with a $3 million grant for oper- ational costs. ONE has many campaigns, but in 2015 it joined its sup- port with more than 193 countries committed to eliminat- ing extreme poverty by 2030. World leaders who attend- ed the United Nations Sustainable Development Summit on September 25-27 at UN headquarters in New York formally adopted 17 GLOBAL GOALS for Sustainable Development to promote shared prosperity and well-be- ing for all. The new goals are built on the successes of the UN’s Millennium Development Goals (MDG), which helped cut malaria deaths by more than half, reduced new HIV infections by 40 percent, and contributed to a worldwide decline in extreme poverty of 50 percent.

Political Leaders The Target Audience

While ONE wants all people to join their cause, their primary target audience are political leaders around the globe. ONE has offices strategically placed in Washing- ton, D.C., New York, London, Johannesburg, Brussels, Berlin and Paris to allow them maximum access to press political leaders of the world to increase invest- Source: World Bank (http://research.worldbank.org/PovcalNet/ ments in poverty-fighting programs. THE GLOBAL GOALS FOR SUSTAINABLE DEVELOPMENT

ONE’s motto is: Actions. The 17 Goals For Speak. Louder. to denote the A Better World power of many raised as one voice, a voice backed by fa- 01. End poverty in all its forms everywhere. mous celebrities and influential people who help ONE by using 02. End hunger, achieve food security and improved nutrition, and promote sustainable their positions to provide pres- agriculture. sure on political power. In fact, ONE is packed with star power. 03. Ensure healthy lives and promote well-being Celebrity “A” listers, former presidents, famous rock bands, all rally for all at all ages. around the ONE brand to fight poverty and disease around the world. 04. Ensure inclusive and quality education for all and promote lifelong learning. The organization does not raise money from the public nor solic- it grants from any government. In fact, their slogan is; “We’re not 05. Achieve gender equality and empower all asking for your money, we’re asking for your voice.” Operational women and girls. costs are made by foundations, individual philanthropists and corpora- 06. Ensure access to water and sanitation for all. tions, who share ONE’s vision that poverty is the number one enemy facing humanity. 07. Ensure access to affordable, reliable, sustain- able and modern energy for all. Formative Research 08. Promote inclusive and sustainable economic Voices from Africa: The People’s Priorities growth, employment and decent work for all. In August 2014 leaders from over 40 African nations gathered in 09. Build resilient infrastructure, promote sustain- Washington, D.C. for an Africa Leaders’ Summit with U.S. leaders, able industrialization and foster innovation. including President Obama, to discuss joint interests dealing with im- proving the conditions of life for the people of Africa. This summit was 10. Reduce inequality within and among countries. a precurser to the grand event at the United Nations this past Septem- 11. Make cities inclusive, safe, resilient and ber. ONE wanted to align the priorities of the leaders with their people sustainable. and partnered with GeoPoll to conduct mobile surveys in nine African nations one month before the summit. While ONE did not identify this 12. Ensure sustainable consumption and produc- tion patterns. 13. Take urgent action to combat climate change Top Concerns in Africa and its impacts.

14. Conserve and sustainably use the oceans, 21 21 seas and marine resources. 15 15. Sustainably manage forests, combat desert- 11 7 7 ification, halt and reverse land degradation, halt 6 5 5 biodiversity loss. 1 16. Promote just, peaceful and inclusive societies. 17. Revitalize the global partnership for sustain able development.

When asked if they felt their concerns were address by their government, only 30 percent agreed; 13 felt ignored by their respective governments. Armed with this information, ONE presented it to leaders at the summit. THE GLOBAL GOALS FOR SUSTAINABLE DEVELOPMENT

as formative research, they did collect a total of 4,500 responses from Ghana, South Africa, Kenya, Tunisia, Rwanda, Uganda, Tan- zania, Benin, and Nigeria. The surveys were taken over a five-day period the month before the summit. Africans surveyed listed their biggest concern as Education and Jobs.

Main Campaign Messages

“The world has just made its biggest ever promise to itself. Our leaders have agreed to 17 Global Goals that would mean a better life for all of us. They would virtually end extreme poverty, fight inequality and injustice, and tackle climate change in the next 15 years. “It’s one of the most incredible to-do lists ever written – but now we need to turn words into action. You – yes you – have the power to make sure our leaders keep these world-changing promises. You’ve got almost 7 million ONE members standing behind you, so let’s make it happen.”

“As long as poverty, injustice and gross inequality exist in our Self-Efficacy & world, none of us can truly rest.” - Nelson Mandela Social Learning Theory Message Delivery Social Psycologist Albert Bandura ONE, along with 22 foundations and 69 partners. joined forces is the originator of social learning theory and the theoretical con- to get the word out through the web, social media (Facebook, struct of self-efficacy, which, in Twitter, Pinterest), and traditional media. The web is simple, essense, explains how we learn stating the 17 goals and offering viewers a chance to join in the through observing and immitating campaign. You can also dig deeper and see the progress that others. Bandura explains self-ef- has been made in the control of infectious diseases, advances in ficacy as “believing in yourself to take action”, which is the core agriculture, the deployment of electricity, broadband, healthcare, focus of “ONE voice”. and education. According to Bandura, people are socially situated Additionally, visitors to the can take an interactive survey that in interpersonal networks in social mediation, asks eight questions about what would happen if you ruled the where media influences lead viewers to discuss and negotiate matters of import with other sin their world. Participants have multiple choices resulting in a variety of lives. In fact, socially mediated influences, like the outcomes. The survey has been taken 8,627 times and counting. causes espoused by ONE and other pro social organization can have stronger impacts on human Project evaluation – behavior than direct media influence. Applying Bandura’s social cognitive theoretical While ONE and other foundations and partners have been work- model, we learn either by direct experience, ing for years to build support for its many anti-poverty campaigns, cause and effect and through the power of social “Global Goals For Sustainable Development” was officially modeling. Social modeling, in turn, promotes launched in advance of the historical vote at the United Nations social change through instructive, motivational, in September 2015. Results of effectiveness of the campaign are social prompting and social construction functions not available at this time and only time will tell if ONE voice will (Alvrind, 2004). make the difference. References:

ONE Campaign retrieved from https://en.wikipedia.org/wiki/ONE_Campaign

Kathleen Caulderwood (April 2015); Sub-Saharan Africa Falls Behind In Fight Against Extreme Poverty: World Bank Report; International Business Times; retrieved from http://alturl.com/o3do4

List of Celebrities who support ONE causes; https://www.looktothestars.org/charity/one-campaign

About ONE (2015); retrieved from http://www.one.org/us/

United Nations (2015); Millennium Development Goals; retrived from http://www.un.org/millen- niumgoals/

ONE (Sept., 2015); ONE celebrates adoption of historic new Global Goals for Sustainable De- velopment; retrieved from http://tinyurl.com/pvvl3k6

Gabriel Beltrone (2014); Bono is a Superbrand Who Makes the World a Better Place: U2 front- man is our 2014 Brand Visionary; Adweek, Sept. 28, 2014; retrieved from http://www.adweek.com/ news/advertising-branding/bono-superbrand-who-makes-world-better-place-160395

ONE Pledge Page retrieved from http://www.one.org/us/2015-action-pledge/?gclid=CjwKEA- jw1riwBRD61db6xtWTvTESJACoQ04QFRslcp3aXZHSSjj1QuQ3PBb8h6iVGKEltMD_OyFHSxoC7D- Pw_wcB

ONE Case Study (2014) A One Campaign - GeoPoll case study in 9 African nations ; retrieved from http://research.geopoll.com/one-campaign-case-study

Bandura, A (2002) Growing Primacy of human agency in adaption and change in the electronic era. Europe- an Psychologits, 7, 2 - 16 retrieved from http://www.uky.edu/~eushe2/Bandura/Bandura2002EP.pdf

Alvrind Singhal, Michael J. Cody, Everett M. Rogers, Miguel Sabido (2004); Entertainment-Education and So- cial Change. History, Research, and Practice, Chapter 5, Albert Bandura, A Self-Social Cognitive Theory for Personal and Social Change by Enabling Media, Pages 75-82, Retrieved from http://alturl.com/doix2

This Case Study was created by Phil Eggman as a student project for COMSTRAT 565 at the Edward R. Murrow College of Communication, Washington State University.