Has the If campaign to end world hunger got its pitch right?

From Global development | The Guardian Wed Jan 23 2013, 14:36:01

Development communications in the UK have become more sophisticated but so has the British public. What lessons can research teach NGOs about how to achieve campaign success?

To have an impact in a world that is overflowing with information, you have to shout very loudly with one voice. That is why 100 of the UK's NGOs and faith groups have got together for the biggest joint campaign since 2005's "Make Poverty History".

But the If initiative to end world hunger needs more than just attention, it needs people to understand and act.

The Kony2012 campaign was heard because it got over 100 million views on YouTube. But they didn't catch Joseph Kony, head of the Lord's Resistance Army, the guerrilla group in Uganda, and it might well have set back both attitudes to Africa and the idealism of those who clicked on the video but didn't get a real world result.

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