From the American People: Why the Story That U.S. Foreign Assistance Is Working Must be Told Recommendations of the Advisory Committee on Voluntary Foreign Aid Partial image of a billboard used as a part of the late-2007 USAID public outreach campaign in Lebanon. Arabic text reads “Hope, Life, Lebanon.” See page 37 for details of the campaign November 2008 This report was written by the Subcommittee on Public Outreach of the Advisory Commit- tee on Voluntary Foreign Aid (ACVFA.) The views expressed in this report are those of ACVFA and do not necessarily reflect the views of the United States Agency for Interna- tional Development or the U.S. Government. ACVFA was established by Presidential directive after World War II to serve as a link be- tween the U.S. Government and private voluntary organizations (PVOs) active in humanitar- ian assistance and development work overseas. Comprised of 30 private citizens with exten- sive knowledge of international development, ACVFA helps provide the underpinning for cooperation between the public and private sectors in U.S. foreign assistance programs. From the American People: Why the Story That U.S. Foreign Assistance Is Working Must be Told Table of Contents Executive Summary...........................................................................................................................1 Introduction ...........................................................................................................................................5 Foreign Assistance and U.S. National Security.............................................6 Knowledge of U.S. Aid is Limited.........................................................................8 Stronger Support Requires Better Information...........................................8 Recipient Country Audiences Know Little about U.S. Aid................10 This Report.....................................................................................................................11 Domestic Communications ......................................................................................................13 Promoting Existing Strengths...............................................................................13 Utilizing Media Opportunities .............................................................................14 Increasing the Visibility of USAID .....................................................................15 Emphasize Success Stories....................................................................................16 Use Celebrities.............................................................................................................17 Emphasize Partnerships...........................................................................................18 Expend Influence through Public-Private Partnerships.........................18 Reforming the Agency’s Communications Structure............................19 Increase Resources ....................................................................................................20 International Communications ................................................................................................22 Lessons Learned: Success or Failure................................................................23 Key Recommendations..............................................................................................................26 Use a Strategic, Multi-year Set of Communications and Outreach Goals ..................................................................................................................................26 Make Use of Public Opinion Polling and Focus Groups.....................26 Humanize the Development Work of USAID.........................................27 Build a Communications Sharing Network.................................................28 Utilize New Technology.........................................................................................28 Provide Adequate and Consistent Budgets................................................28 Further Develop a Communications Staff...................................................29 Begin the Strategic Consultations Process Early ......................................30 Conclusion...........................................................................................................................................31 Appendix 1 Expand and Strengthen USAID Coalition Building.........................32 Appendix 2 Foreign Assistance Media Campaigns .....................................................34 Appendix 3 ACVFA Public Meeting Report Discussions, June 4, 2008.........40 Appendix 4 Public Outreach Subcommittee Members’ Biographies..............44 Glossary.................................................................................................................................................53 End Notes............................................................................................................................................58 From the American People: Why the Story That U.S. Foreign Assistance is Working Must be Told Executive Summary Foreign assistance is at the cen- Quite simply, foreign assistance ter of the most comprehensive does not magically communicate reformulation of this nation’s itself. The prevailing lack of strategic doctrines in more than knowledge in America and re- half a century. The development cipient countries of aid – and its community will play a key role in effectiveness -- reflects a failure meeting the nation’s unprece- of communications. Unless the dented challenges. word is spread about the im- pressive results of U.S. aid pro- Our own well-being as a nation grams, public support will remain is closely linked to events in de- weak and ambivalent. Too often veloping countries on fronts in- the positive messages and good cluding trade and investment, in- will behind these projects are left fectious diseases, environmental uncommunicated here and protection, international crime abroad. and terrorism, weapons prolif- eration, migration and the ad- vance of democracy and human rights, among others. Americans, however, have only a Americans, however, have only a rudimentary understanding of the de- rudimentary understanding of sign, scope and impact of U.S. foreign assistance programs. the design, scope and impact of U.S. foreign assistance programs. Public opinion is characterized by This results in part from a lack of misconceptions and prejudices effective communications by that must be countered if we are USAID due to limited resources to sustain the foreign assistance and the current government or- commitment that our humanitar- ganizational structure. It also oc- ian and national security objec- curs because no single public or tives require. private entity is responsible for communicating about U.S. for- And, if we are to advance this eign assistance. The reality of country’s foreign policy goals and large-scale, development and build a world that is more pros- humanitarian foreign assistance perous and secure, America efforts does not ensure that the must improve its image abroad. public will become aware of the programs’ value without signifi- 1 -- From the American People: Why the Story That U.S. Foreign Assistance is Working Must be Told cant, focused and coordinated foreign assistance institutions. communications efforts here and The current financial crisis in the abroad. United States, of course, will place growing pressure on the The accuracy of public informa- demand for resources and priori- tion about the costs and impact tization of government spending. of U.S. overseas foreign assis- tance strongly influences The ACVFA also examined the whether or not Americans want role that integrated foreign assis- to increase or decrease aid. The tance media campaigns overseas American public needs a more have played in raising overall accurate accounting of the level awareness levels of USAID and of foreign assistance if public U.S. foreign assistance. These generosity and support for aid in campaigns have provided USAID principle is to translate into a with concrete lessons that can foreign assistance policy that re- help it better communicate with flects public attitudes. Communi- recipient governments and their cations, as importantly, must fo- citizens. This contributes to ce- cus on how that aid has had an menting alliances and bringing impact and the progress or suc- about greater acceptance of cesses that have been achieved USAID programs. as a result. This is an opportune moment for both the future of foreign as- sistance, as well as the release of this report, which we hope will …a growing recognition by government of the importance of for- help guide the incoming Admini- eign assistance to our national security. stration as it addresses the role foreign assistance should play in meeting upcoming development, humanitarian and public diplo- This Advisory Committee on macy challenges. Voluntary Foreign Aid (ACVFA) report calls on USAID and the K EY R ECOMMENDATIONS development community to vastly improve their communica- Â We recommend that USAID tions outreach in order to en- adopt a more strategic, coher- hance and expand awareness of ent and multi-year set of and support for critical U.S. for- communications and outreach eign assistance initiatives. The re- goals by identifying resources, port coincides with a growing key audiences and messages, and recognition by government of the most effective tools and