Today, audiences are exposed to more content than ever, and it is easy for the public to become overwhelmed. As a result, while people worry about the global issues underpinning the SDGs, development campaigns do not necessarily translate into positive engagement and global solidarity. 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
The SDGs represent a major systemic change. Achieving them 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 trust by demonstrating value, and can inspire solidarity, collective action and SDG-friendly behaviours. To do so, they need to reach new levels of professionalism, recognition and resourcing.
Key messages
Policy makers who want to help the world achieve the SDGs face a growing challenge: the spread of misinformation and disinformation. While “fake news” is not new, the digital means that help news spread – at increasing scale and speed – are expanding fast. The OECD helps development policy makers and communicators understand mis- and disinformation, how it affects the work of their organisations, and what they can do to mitigate its impact.
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