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The DAC Communication Strategy:Part II – Changing behaviour
Christine Graves
Communication Manager, DCD/OECD
October 2008
The DAC Communication Strategy
• To help achieve goals of the DAC
Changing behaviour to increase the
effectiveness of aid
• Implemented through its operational arm, the
DCD
Part I – Visual identity
• Corporate branding
• Focused on the look and feel
• Increased visibility for DAC products
Before…
…and after.
DAC visual identity, structured
around key themes.
The Strategy: Part II
• Moving from the brand to substance
• Focus on targeting, delivery and
dissemination
• Integrated through all workstreams
• Support from a small core team
– Communication manager
– Publications coordinator
– Graphic designer
– With support from PAC
DCD’s job
• Support policy dialogue
• Improve understanding of analysis and
recommendations
• Enhance DAC/OECD reputation
• Promote strategic thinking for behaviour
change
Workstream products
Statistics and key findings
Improving access to International
Development Statistics (IDS)
• OECD-DAC – unique source of data on
development assistance
… but
• Databases hard to use
• Council evaluation, users, AAA…
→ calls for ease of use / transparency
Query Wizard
for International Development Statistics
• Collaboration with Gates Foundation
• Retrieves data without requiring users to
know how information is organized
QWIDS
Information Database users
Broader public: most users search for
basic data, their needs are quite simpleEssential
info: simple
aggregates,
totals, main
categories
More detailed information:
geographical, sector, by
recipient countries,
metadata
All aggregate data, full details, activity level
information, detailed project description,
type of flows, markers, etc.
Academics, university
students, development
practitioners, media,
NGOs
Researchers,
experts, think
tanks, DAC
reporters
Level 1
Level 2
Level 3
Novice
Experts
Simple
More complex
Use
r In
terf
ace
Use
rsOption to delve deeper
available online 24 October
www.oecd.org/dac/stats/idsonline
QWIDS
The Development Co-operation Report
Accra publications
Better aid series
DACnews
Corporate products
Co-publications
“What Does Aid Effectiveness
Mean to You?”
Informal input
People are asking for…
• Not just paper – interaction
• Better web/new tools
• Simple, articulate messages
• Tailored/relevant to users
• Better integration of strategic communication
within workstreams
• Building on DAC value
So… who are DCD’s key clients?
• DAC networks?
• Delegates?
• Policy makers?
• Field staff?
• DAC communicators?
…and how do we reach them?
• High variability of priorities, approaches
among members
• Need to be very opportunistic in delivery
What are DCD’s key products?
Action-oriented policy papers
Reports
Summaries
Principles
Factsheets
Policy Statements
Policy Papers
Statements of Progress
DAC Updates
Issues
Information notes
Case study Issues Briefs
… all ideas are welcome!
“DAC needs to offer what its members
need, when they need it.”
The challenge
Thank you.