Investing in our soft power assets – the GREAT campaign & the Spending Review

This is the fourth in a series of blogs on the upcoming Spending Review, and how Britain maximises its influence and soft power across the world at a time of declining budgets. This focuses on the GREAT Britain campaign, which has been a focal point for the UK’s prosperity agenda. Find the others with the following links: FCO, British Council, BBC World Service.


Another ambitious initiative has established itself as one of the UK’s more innovative soft power tools – the GREAT Britain campaign. Active in 144 countries, the £113.5 million campaign (2012 – 2015), is the government’s major branding campaign to promote the UK as a destination for tourists, trade anSan Fran harbourd investment, and students, in order to secure economic growth. As Director, Conrad Bird highlights, the award-winning campaign has focussed unashamedly in driving the prosperity / economic growth agenda with clear objectives aiming to stimulate foreign direct investment, tourism and strengthen the UK’s economy – “…it is about jobs and growth for Britain; it is designed to make money for Britain”. Conceived and coordinated from the Prime Minister’s Office in Downing Street (but working with UKTI, the FCO, British Council, VisitBritain and VisitEngland), the campaign was recently commended by the National Audit Office, reporting a return on investment (so far) of £1.2 billion.


The campaign has not been without resource challenges, as James Pamment from the USC Center on Public Diplomacy explains, “Despite the potentially demotivating effects of cutbacks and the marketing freeze, GREAT has provided a focal point for the prosperity agenda. Backed by hard cash, positivity dividends from the Jubilee and Olympics, support at the highest political levels, and metrics which demonstrate value in a manner easy to understand, GREAT has opened the door to opportunities for organisations and staff at a time when resources have been stretched.”


With over 400 businesses and hbond-is-greatigh-profile individuals backing the brand with joint funding and sponsorship (contributing over £69m in cash and in kind support), the campaign is in an increasingly strong position to seek further support from the private sector given the increasing value of the 11-21snowdonia-2-RGBGREAT brand itself, and track record in delivering results for business. With further campaign plans for the next 12 – 18 months (e.g. using the Bond movie to promote the UK, Exporting is GREAT campaign targeted at SMEs, tourism campaigns on Culture & Countryside, activity marking Shakespeare’s 400th anniversary, supporting Liverpool’s 2016 International Festival of Business), it is clear that the campaign is seeking to build on the momentum generated and will no doubt will be hoping for adequate resourcing for its ambitious plans. The 2015 Conservative manifesto hints at future support – “We will boost our support for first-time exporters and back the GREAT campaign, so we can achieve our goal of having 100,000 more UK companies exporting in 2020.

Investing in our soft power assets – the BBC World Service & the Spending Review

This is the third in a series of blogs on the upcoming Spending Review, and how Britain maximises its influence and soft power across the world at a time of declining budgets. This focuses on the BBC World Service, “Britain’s gift to the world”. Find the others with the following links: FCO, British Council.

Other UK soft power assets fall into the “unprotected” category and are at risk of cuts. Since the Chatham House / YouGov Survey began polling in 2010, BBC World Service radio and TV broadcasting has been seen by UK opinion-formers as the UK’s top foreign policy tool, consistently ranking higher than all other foreign policy “assets”.

Broadcasting to 210m people every week and with a budget less than half that of BBC2, the World Service faces increasing challenges in the form of domestic and international competition, technical change, and a legacy of underinvestment. FCO funding was cut by 16% in 2010, leading to the departure of about a fifth of bbcits staff. This has had an impact – in 2005 the organisation provided services in 43 languages, now down to 28. In contrast, there is increased competition – following a 2007 directive from Premier Hu Jintao, China has been investing heavily in soft power assets with state journalists now pumping out content in more than 60 languages. Lacking first mover advantage, it is clear that competitors have strategic ambitions. Yu-Shan Wu of the South African Institute for International Affairs comments, “Since the Beijing Olympics, we have seen increased efforts to provide China’s perspective on global affairs, signalling relations with Africa have moved beyond infrastructure development to include a broadcasting and a people-to-people element. There are now regular exchanges between Chinese and African journalists, and it is clear that China is stepping up and laying the foundations for a more concerted public diplomacy effort in the region.”

From April last year, the World Service ceased to be funded by the FCO, and is now resourced by a share of the BBC licence fee. Although its budget was increased by the BBC in 2014 (up by £6.5m to £245m), the BBC itself faces many of its own funding challenges. In July, the Chancellor called on the organisation to make savings and make ‘a contribution’ to the budget cuts Britain is facing. Ministers asked the BBC to shoulder the £750m burden of paying free licence fees for the over-75s, and later that month unveiled a green paper on the future of the broadcaster which questioned if it should continue to be “all things to all people”. In the same month, the organisation announced that 1,000 jobs would go to cover a £150m shortfall in frozen licence fee income.

The World Service is somewhat insulated from wider BBC cuts, as the BBC has to seek the Foreign Secretary’s approval to close an existing language service (or launch a new one). Nevertheless, in early September, Director-GeneraWorldsNewsroom1l Tony Hall made the first of a series of responses to the green paper. Making a “passionate defence of the important role the BBC plays at home and abroad”, he unveiled proposals for a significant expansion of the World Service, including; a satellite TV service or YouTube channel for Russian speakers, a daily news programme on shortwave for North Korea, expansion of the BBC Arabic Service (with increased MENA coverage), and increased digital and mobile offerings for Indian and Nigerian markets. Interestingly, the proposals sought financial support from the government, suggesting matched funding, conditional upon increased commercialisation of the BBC’s Global News operation outside the UK.

More on the expansion plans here.

Why the SDGs flunk the partnership test

Among the many useful elements of this year’s OECD Development Cooperation Report on partnerships, which is out today, is a handy 10 point checklist for what makes for a successful partnership.

The list comes courtesy of Hildegard Lingnau and Julia Sattelberger, who have co-authored a summary chapter that distils lessons learned from the various contributors’ chapters (among them one by me on public-private partnerships) and from a dozen case studies that explore a range of different partnerships in practice.

And while the list can certainly provide a good basis for gauging partnerships – more rigorous quality control of which would definitely be welcome – the thing that struck me as I read it was that their ten criteria were also not a bad basis for evaluating the larger undertaking that all these partnerships are supposed to contribute to: the Sustainable Development Goals themselves and the emerging Global Partnership that they are intended to help catalyse.

So, partly humorously and partly seriously, I went through the OECD’s partnership checklist and gave the post-2015 story so far marks out of 10 on each of the checklist’s points – an exam grade, if you will, on the state of the SDG agenda. Continue reading

Are we neglecting our soft power assets?

What Happens Now? Time to deliver the post-2015 development agenda

This is the third in a series of What Happens Now? papers from the Center on International Cooperation. Like the previous papers, it provides a guide for all those interested in the debate on the post-2015 development agenda – including for those who have not followed the process closely, a set of players who will become especially important as the new agenda’s start date approaches. This paper tells the story so far, including the MDGs’ track record, the origin of the post-2015 agenda, highlights of the process to date, and an overview of milestones over the remainder of the year; argues that there are unlikely to be major changes from the proposed 17 goals and 169 targets, but that there is much to play for on implementation and financing; and calls for all stakeholders to look past the negotiation endgame, to 2016 and beyond (April 2015)

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Five Ways the Co-Facilitators Have Made the Post-2015 Targets Worse

What was once a storm whipped up around the question of whether the world needs 17 sustainable development goals and 169 targets has now degenerated into a tempest about whether it is possible to “conservatively” tweak some of those targets to make them more meaningful and deliverable.

Last week, the poor souls who are responsible for shepherding the post-2015 negotiations (the UN ambassadors of Kenya and Ireland) released a proposal that was intended to show how this could be done.

Sadly, they have made some of the targets better rather than worse, indicating that ‘technical proofing’ – an expert-driven process supposedly stripped of political overtones – is no sure fire way to a better development agenda.

(And who on earth thought it could be? Experts disagree with each other more bitterly than governments do – fortunately they lack armies with which to settle their arguments.)

So here are five ways the tweaked targets are worse than the originals. Continue reading

OECD States of Fragility Report – Meeting Post-2015 Ambitions

This afternoon, in New York, the OECD is launching its States of Fragility 2015 report which explores how new sustainable development goals and targets (SDGs) can be implemented in countries and communities that lack the political stability and institutions to support inclusive growth, or that are affected by very high levels of violence.

The report was written with colleagues at New York University’s Center on International Cooperation and is part of a broader effort to switch the focus from what should be part of the post-2015 development agenda, towards how the new agenda can be delivered.

It argues that we have no hope of delivering the SDGs in large parts of the world, unless we get serious about tackling fragility.

Robust global growth, and more equitable patterns of distribution, have the potential to lead to rapid and continued further reductions in all forms of poverty, but this would mean that those left behind would increasingly live in fragile situations. Continue reading