APPROACH AND METHODOLOGY
This will be a multi-year campaign with both 'inside' and 'outside' components. ONE will work directly with policy makers across the G8, G20, and African countries to press for policy change and financial support for effective programs. On the outside, ONE will work with partner organizations and engage with the public directly to build a grassroots constituency for the fight against hunger and to apply public pressure on those same leaders to deliver a more urgent, effective response to the immediate crisis and longer term needs.
The advocacy component of the campaign will depend on changing policy at both a national, multilateral, and international level. In order to do all of this, ONE and its partners will create a groundswell of momentum that can be deployed at different times and in different ways.
Global Leadership: ONE will campaign for global leadership at the G20 in order to see a reinvigoration of their current financial commitments and to ensure a next generation of commitments from governments to improve agricultural productivity and access to food. As just one tactic, ONE will launch a major new effort to gain 500,000 signatures on petitions to world leaders urging them to prioritize agriculture as a key area of investment that will help lift millions out of extreme poverty. In the EU, handovers of petitions will happen at the G20 Sherpa meeting before the G20 summit; in the US, handovers of petitions will happen near the end of the budget negotiations, likely in December 2011.
Donor Country-Level Leadership: ONE will campaign for leadership at a national budget level (particularly in the US) in order to ensure commitments are turned into contributions. ONE will hold donors to account for their promises through detailed analysis, public media work, and direct lobbying. The need for increased focus and financial support of agricultural development will also feature heavily in ONE's campaigns around the 2012 presidential elections in both the US and France.
African Leadership: ONE will campaign for African governments to follow through on their own commitment to spend 10% of their national budgets on agriculture, and for the AU and UN to renew their efforts to find solutions to chronic conflicts that prevent the stability necessary for food security, such as that in Somalia. To do this, ONE's Africa team will work closely alongside African NGOs and partners to ensure the lobbying work of African governments is just as strong as that of G8 governments. This effort will include a new type of campaigning, twinning campaigners in key political districts in African countries with key political districts in G8 countries to advocate for more and smarter investments in agriculture.
Grassroots Action: In addition to direct lobbying of policymakers, ONE will raise public awareness about the importance of investing in smart, effective, results-driven aid programs that empower farmers and improve agricultural productivity in poor countries--the exact programs that will help to ensure that the cycle of famine is ended. To do this, ONE will launch a number of flagship creative products to get famine and hunger back on the agenda with renewed vigor: a gritty animation detailing the problem and solution; a new film through the eyes of Salim Amin, a filmmaker whose father captured the horrifying images in Ethiopia in 1984; and, finally, a provocative PSA featuring artists and talent which ONE believes will drive expanded awareness and action by the public on the crisis.
In addition to developing new creative products, ONE will also develop new partnerships to increase its reach and multiply the number of world hunger advocates. From local farmers' markets to well-known chefs, college students to artists such as K'Naan, large supermarket chains to smallholder farmers in Iowa, and members of the Somali Diaspora community to the CEOs of major corporations, ONE will forge new relationships with key influencers who can engage in grasstops and grassroots advocacy.
IMPLEMENTATION, TIMELINE, AND DELIVERABLES
Implementation - As a global campaign, 'Drought is Inevitable. Famine is Not.' will be carried out across ONE's offices in the US, London, Brussels, Berlin, Paris, Johannesburg, Abuja, and Addis Ababa. ONE has more than 2.5 million members around the world, so the reach of the campaign will be even broader. This will be a major initiative of the organization, with support from all departments across all territories.
Timeline - The campaign will launch in the fall of 2011, with action tied to national and global moments (such as presidential elections and global gatherings) through the end of 2012.
Deliverables - Based on the success of recent large campaigns and in support of ONE's goal to ensure that donors fully meet their commitments, ONE aims to deliver:
- An increase in delivery of L'Aquila commitments from 20% (currently) to 70% (by July 2012) and the creation of a new framework for agricultural aid by the November 2012 G20 Summit in Mexico
- More than 500,000 signers of global petitions on world hunger
- More than 1,000 calls to the White House, 10 Downing Street, and other national government headquarters
- More than 1,000 letters to global policy makers