An International Perspective on Communication Strategies for the Millennium Development Goals

As early as 1994, discussions at the OECD stressed the usefulness of development targets — similar to today’s Millennium Development Goals (MDGs) — for engaging public opinion about development co-operation and how to improve its effectiveness. There was a conscious effort by development and communications experts to adopt a ‘results-based’ approach, assessing progress towards poverty reduction rather than talking about the means that went into it. This new approach would also improve communication towards a sceptical public opinion.