Some elements that had been expressed about the need for intensified global advocacy

Transcription

1 Some elements that had been expressed about the need for intensified global advocacy No one has ever done a global advocacy drive that addresses the MNCH continuum -- this is completely unique, long overdue, and the time is now to ride the global political wave Need new ideas that can be of mutual benefit to the MNCH community and that can bring new actors in the response Coordinate a balanced range of activities that can reach different audiences in different places at the same time Build upon what has been done; in big

2 What is Deliver Now about? It is about building and nurturing a campaign aimed at doing these three specific things: starting a global movement; building political will; and raising new money. What's next is the "how" & we'll sort that together; this is about coming together to discuss the "what"

3 Why, how and what happened and where are we? Deliver Now responded to a window of opportunity: the unprecedented high level commitment for MNCH (research findings consistent on identifying high level political commitment as one of the top indicators for success in moving an agenda forward) Deliver Now founded on key lessons learned from social movements, research & fundraising strategies (e.g., RED campaign) However, the window was short and rapidly evolving so the traditional consultation process was hampered Now the strategy, buy-ins and workplan need to be consolidated; post-facto from the launch but still in time to take advantage of the important opportunities in 2008 (e.g., G8 Summit, regional planning)

4 Deliver Now: Origins January 2007: Norway and the PMNCH began an extensive process of consultation for the development of the Global Business Plan for MDGs 4 & 5 May 2007: At Oslo meeting, the GBP advocacy working group (Norad, Dfid, Gates, PMNCH, UNFPA as chair of AWG, plus Options and J. Shiffman input) presents rationale for a movement in MNCH and commissions the Options research. September date set to coincide with the UN General Assembly. July 2007: GBP advocacy framework presented and agreed at GBP meeting in Geneva. Planning meetings make evident that the movement needs a brand and branding work starts August 2007: Norway/UK merger changes rules of the game; branding starts from scratch September 5: UK launches the International Helath Partnership September 7: After 5 branding exercises, Deliver Now for Women + Children is agreed as a name September 11: Logo is born September 26: Deliver Now is launched together with the Global Campaign for the Health MDGs and Norway s US$1 billion announcement

5 Advocacy process agreed in Oslo: logical process Global Regional ASSESSMENT DESIGN (creative, plan) ROLL OUT National Subnational Leadership Management Monitoring

6 Evolution by Geneva: counter-intuitive & systemic GBP Launch New York, Sept. Women Deliver Conference London, Oct. World Economic Forum Davos, Jan G8 Summit Toyako, Japan July 2008 The Tipping Point (beginning of the social epidemic) Global advocacy plan Branding of GBP (Branding is one of the most valuable elements in advertising) - Create a GBP brand and associate it with a product of unique qualities and sense of purpose (e.g., ending deaths ) that triggers a demand from consumers who want to be associated to it because they see the value of doing so Creation of GBP Brand energy -GBP brand is associated with a meaningful experience that is shared by all stakeholders -- not just those close to MNCH -- who feel energized by this association -The energy reinforces the desire to be associated with the brand and compels consumers to action GBP Brand recognition and franchise -GBP brand is widely known -GBP brand recognition builds up to a point where it contains a critical mass of positive sentiment among consumers -Environment is ready for Fund to roll out because it counts with popular, political and financial support

7 On branding at that time searching to publicly identify the proposed solution PROBLEM 11 million deaths/year and all the underlying issues that they unveil SOLUTION GBP as a solution, not the plan itself but what it triggers (e.g., new sources of funding, new ways of working together, new development diplomacy, new global leadership, new resonating frame, etc.) GBP gives visibility to the faces of the solution (e.g., visibility of actors countries, communities, UN, donors, foundations, etc.) Brings focus, sense of common goal and belonging

8 The icon and its meaning: women are powerful

9 The icon is meant to be dressed as it travels the world and is attached to the different partner initiatives

10 GBP launch The launch is meant to create the energy of a tipping point that will place maternal and child health in the global sphere. It is the beginning of a series of global, regional and country activities that will set in motion the advocacy plan. Thus, it is meant to: a) raise awareness of the problem; b) attract attention and commitment from different sectors; c) showcase the GBP as a credible response to the problem. For this, it will use the following platforms: General Assembly The General Assembly and the UN event is the political platform. PM s address to the GA Side event: Panel discussion Saving 77 million lives by 2015: delivering health to mothers and children? (preliminary title) led by a leading journalist in an ask the leaders format. It will showcase the female leadership as a response to MDGs 4 & 5. This will included the UN Deputy Secretary General, the heads of UNFPA, UNICEF and WHO, the first lady of Zambia, and an NGO activist from the South Clinton Global Initiative The CGI targets the private sector Announcement by President Clinton Press conference Panel discussion Public awareness campaign The activities bring attention to the issue and generate public cohesion Bryant Park event 42 nd Street banners Event in the Bronx Public Service Announcements Guerilla marketing (e.g., electronic media) Media coverage CEO breakfast and ringing bell at opening of the NYSE

11 Deliver Now: Going back to the Purpose Mobilizing public support and stimulating positive behaviors that reduce maternal, newborn and child deaths; Generating political support for key messages and actions to improve maternal, newborn and child health; Raising significant new money for maternal, newborn and child health as an integrated issue, in line with country-led efforts to improve health systems and achieve MDGs 4 and 5.

12 Outputs and potential activities (1) Greater public support for MNCH witnessed by strong social movements and increase in demand More public education for demand creation Building advocacy capacity and networks (NGOs, academic institutions, sub-national civic networks) Motivating and engaging health workers Greater political commitment for MNCH Creating opportunities for action (high-profile network of heads of states and governments) Persuading policymakers of benefits of action Establishing social auditing mechanisms (for accountability)

13 Outputs and potential activities (2) Coordinated fundraising from global and national mechanisms but bringing in new sources (e.g., private sector) Realistic annual fundraising goals & strategies Develop common messaging and brnding Contribute to the development of performancebased financing mechanism for advocacy Evidence of advocacy impact Advocacy research design and implmentation of indicators to guide and monitor Deliver Now activities Dissemination of advocacy results

14 Most importantly: Deliver Now is a public good. It is meant to provide a public umbrella to benefit the work of partners and their initiatives. The PMNCH serves as a platform to facilitate coordination.

15 Next steps Finalize strategy and budgeted operational plan (the draft strategy note is the big picture ) Define the role and responsibilities of the PMNCH and of the different constituencies of partners Develop the architecture of technical and financial support to respond to the first question that seems to be at the top of the head of many: where does the money go? But before that, your opinions.

16 The key questions are: Ask and ye shall receive The platform for a global movement is ready, will we take advantage of it? Should Deliver Now be one of the PMNCH s advocacy initiatives or should it be the advocacy work of the PMNCH?