The DAC Communication Strategy - OECD · Not just paper –interaction • Better web/new tools • Simple, articulate messages • Tailored/relevant to users • Better integration

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.