In an increasingly digital media environment, development organisations need to understand their audiences, including how they consume information about development. They need to know how to work with media outlets to reach new stakeholders, and update digital strategies to engage with younger generations.
Public engagement for the SDGs
Achieving sustainable development requires support and participation from citizens and stakeholders at local, national and global levels. It requires trust in multilateralism and international development co-operation. Communicators have important roles to play. They can raise awareness, build public trust and inspire solidarity, collective action and sustainable behaviours. To do so, they need to reach new levels of professionalism, recognition and resourcing.
Key messages
Mis- and disinformation pose a serious threat to sustainable development, undermining public trust and derailing critical messages. The OECD Development Communication Network’s framework empowers development communicators to counter false narratives, build trust and create environments where fact-based information prevails.
To engage global audiences around the SDGs, development organisations need to update the way they talk about their work. This means communications that are accessible, jargon-free, and easy to understand. The SDGs must be also explained in language that promotes fairness, equality and solidarity. Historically, some words and messages – including visual ones - used by development organisations risk reinforcing a western bias and promoting negative stereotypes.
Related policy issues
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The 17 UN Sustainable Development Goals (SDGs) incorporate 169 targets. National strategies to hit the targets need reliable data to structure approaches and commit resources efficiently. OECD work on Measuring Distance to the SDG Targets provides a high-level overview of strengths and weaknesses in national performance, helping countries navigate the SDGs’ complexity and identify priorities.Learn more