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Communication strategy: A hopeful message & an engaging approach

Despite constant transformation in development cooperation, the work of development organisations is often still seen as traditional. That’s why, together with members and partners, we show what development cooperation really stands for today: working together for global, equitable, inclusive and sustainable development. Constructive communication is based on equality between all stakeholders, co-creative cooperation and a message of hope.

When stories about development cooperation use constructive and hopeful frames, there appears to be more commitment and support for the work of development organizations and their partners. Victim-frames or “doom scenarios” are demotivating in the longer term and do not do justice to all involved and the results achieved. Research shows that a hopeful communication message makes organizations and citizens feel more involved in solutions to issues and actively collaborate on sustainable development. For this reason, we are firmly committed to “hope-based communications”.

In our Experimental gardens, this “hope-based” communication strategy comes up frequently. Connecting universal values and a joint solution-oriented approach to problems is central to it. In short, communication for us means hopeful and constructive messages, showing impact and results, building commitment and connection on sustainable development and working together on themes.