On Tuesday 27 November, a group of experts gathered at the Frontline Club to discuss the issues and nuances that surround the task of: Covering poverty in an indifferent world. This subject was recently explored by the BBC’s Why Poverty? series in an episode covering the campaigning efforts of Bob Geldof and Bono, and the resulting phenomena were also addressed by the panel.

Covering poverty in an indifferent world panel discussion

The Live Aid and Make Poverty History movements have been criticised for failing to fully achieve their ambitious aims. But today – as writer and activist Paul Vallely explained – millions of lives have been saved due to the public’s response and lobbying efforts in fora such as the Gleneagles G8 Summit in 2005.

“Most aid works, yet that’s not the perception as it comes across in the media.”

Paul Vallely also criticised an attitude of ‘cognative dissidance’ from issues of poverty as seen in the media today. This reflects, he said, an attitude of wilful ingnorance and cynicism currently adopted by many:

“They feel they want to defend the status quo which includes them not having to take any kind of responsibility for the fact that they are in a exploitative relationship with a lot of the other people in the world.”

On, the other hand, Andrew Hogg, head of media at Christian Aid, argued that in fact it is a matter of messaging:

“In terms of getting people to address that poverty, when it is presented in terms that they can understand, at the moment the door seems to be further open than it is closed.”

So what terms are currently being used to the most effect when communicating these issues? Lilie Chouliaraki, Professor of Media and Communications at LSE, proposed that currently a ‘post- humanitarian’ form of solidarity prevails. This approach, she said, moves the focus away from those who are suffering and onto the self:

“It’s about ‘us’, it’s about how we feel good, and by feeling good we are also contributing to other people’s well being… no distant sufferers are being portrayed in these campaigns, the others are completely left outside.”

It is within this paradigm that we find a significant use of celebrity she argued.

In defense of a celebrity focussed strategy, Jamie Drummond, co-founder and executive director of ONE explained:

“Every time somebody says ‘I hate it when celebrities are used to promote a cause, my answer is ‘well let’s try and get that cause, that mission, to get the same amount of coverage without a celebrity – what would it take? … Until we can do that, sometimes, we’ve got to live in the world we live in, we’ve got to use them, but we’d all like not to.”

As a closing thought, Lilie Chouliaraki added:

“Perhaps we can reverse the terms and then say ‘well why don’t we use that celebrity, that popular culture to celebritize people who are not celebrities yet, but who are doing incredible work… and make them the heros that they diserve to be.'”

Watch the full event here:

By Gianluca Mezzofiore

A panel at the Frontline Club, chaired by Mark Galloway, director of International Broadcasting Trust, an educational and media charity which works on range of projects to promote media coverage of the developing world, discussed yesterday the problems linked with media and aid.

“We have ups and downs and a lot of criticism, but on the whole there’s a good relationship with the disaster emergency committee. We need each other,” said Fran Unsworth, head of BBC newsgathering, who added that the corporation had a responsibility to licence fee payers to provide the information they require for their lives.

“We have to be responsible to our audience, but not audience-led,” she said. “It is our challenge to make the complex stories interesting for them.”

Andrew Hogg, Christian Aid news/campaigns editor and former news editor of the Sunday Times and Observer, admitted that NGOs need media to raise money and to highlight issues. “The relations with media is healthy and functional only if it involves mutual responsibility,” he added. “There is a huge responsibility upon us, but also media has the responsibility to report  on what we do in a fair manner.”

“The BBC documentary on aid agencies in Haiti which collected money but failed to deliver goods on the ground was interesting, but one-sided and created a deep impression in the public opinion,” Hogg said. “We deserve a proper scrutiny.”

Benjamin Chesterton co-founder of the production company Duckrabbit and the website A Developing Story, raised his concerns about media outlets relying too much on aid agencies. “When you a see a whole BBC photo gallery with aid agencies’ by-lines, instead of the photographer’s name, the independence of media is compromised,” he said. “Balance is fundamental, but we start losing it because aid agencies are too much on the grip of media.”

Unsworth replied that the BBC has no problems with aid agencies providing photos, as long as they are well-known and reliable. “There are strict policies about libelling,” she said. “It is not about giving credit to someone, but being transparent with our audience.”

Independent writer and consultant, Michael Green was director of communications at DFID from 2003 to 2007 and co-author of Philanthrocapitalism and The Road From Ruin. He expressed concern about the government’s policy on international aid and increasing the budget and commitments “despite the negative economic growth”

“Politicians should hear the public opinion’s voice,” he said. “There is a benign conspiracy among political elite to push aid ahead of public opinion.”

According to the EU barometer website 91 per cent of Britons still think it is important to help developing countries, but the percentage of people who thinks the government should give more aid has decreased from 50 per cent to 35 per cent since 2007.

A crisis of confidence is coming in the aid business. Part of the problem is how to engage people on these complicated issues. The other problem is with NGOs lobbying and campaigning. However, aid agencies are beginning to use online platforms, which give rich experience to the public and give them a chance to participate and engage with the NGOs. Like a shark has to stay alive, NGOs must communicate to propagate their brand.

Watch the video here: