Introducing…

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Introducing…

Lisa-Maree DavidMarch 2010

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Research with the UK public tells that…

1. There are indications that global poverty becoming less of a priority for the UK public

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2. Aid effectiveness continues to be an issue and concern about corruption has increased over the last twelve months

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3. Awareness of DFID and the UK governments work to fight global poverty is very low

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2009 IDC review into Aid Under PressureThe Chairman of the Committee, Rt Hon Malcolm Bruce commented that;

"The visibility of UK aid expenditure needs to be increased at home and abroad. The Government must do more to demonstrate to the British public that its aid spending is having a positive and tangible impact in poor countries.”

…We would therefore support a change in the Department’s name to better reflect what it does and that it is funded by UK taxpayers. We are open-minded on what the new title should be but these seem like reasonable suggestions:

- “British Aid” - “DFID UK”

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Our 2009 policy response

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Objectives of introducing UKaid:

• To increase the visibility of the UK Government’s development work with the UK public

• To help build the UK public’s understanding of international development •To provide some reassurance to the UK public on concerns about aid effectiveness and corruption

• In some countries there is value in having a more recognisable logo to highlight the work we are doing with local citizens

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We are:

We deliver:

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The elements that make up UKaid have been designed to prompt awareness of our work with the UK public…

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The Royal Coat of Arms: gives the logo its authority and communicates ‘government’

UK: signifies this activity is funded by the UK

aid: this word is meaningful to the UK public and helps them to understand what we deliver

Our name: reinforces the fact that ‘UKaid’ is from the UK government

The colours: red white and blue have been chosen to reflect the colours of the union jack flag

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Together these elements make up UKaid: the badge we will use to help the UK public understand the valuable development work we deliver

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The roll-out

2009- July: White Paper Launch and UK introduction of UKaid

- July to Nov: Pilot in seven countries and consult with partners

- December: Finalise guidelines and internal agreement

-2010- February: Roll-out information to overseas offices

- March: Overseas offices begin using UKaid on own presence

Discussions with UK and overseas partners on UKaid

- April: New programmes begin using UKaid

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Our default position is that we will use UKaid on the work we fund unless:

- Increased security risk- Obstructing, detracting or slowing down humanitarian operations- Dignity of recipients- Numerous donors- Impact on partner independence- Undermining local delivery or ownership

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Challenges…

• Internal communications• Flexible yet clear guidance• Devolved responsibility

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We will use UKaid on our presence overseas….

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We will use UKaid on our development work overseas,

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on our humanitarian responses,

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on our development awareness work here in the UK…

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and during our communications activities.

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UKaid Awareness & RecognitionThe logo is readily associated with the Government, and with giving aid

27% associate logo with

giving/providing aid

22% associate logo with Government

When prompted 18% said that they recognised

the logo

15% associate logo with helping other people/poor

countries

Spontaneously:

When asked “have you

heard of UKaid?” 43% claimed they had – yet only 1% mentioned it

spontaneously

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Thank you

Lisa-Maree David

Deputy Head of Marketing

Department for International Development

E: [email protected]

P: 020 7023 1643

Documents

Introducing…