We must do more than change policy

From Global development | The Guardian Thu Jan 24 2013, 11:26:46

The If campaign has laudable aims, but real change will only come from tackling unfair trade and the financial sector's power

A lot of people will be looking at the If campaign to see if it has the potential to achieve its laudable aims. Can we really end hunger? Everyone working in development and beyond would desperately like to do so.

Campaigning is a challenging business at the best of times. As campaigners, we need to be able to motivate the public to inspire political and personal action - this is true for everything from breast cancer awareness to action on climate change. And getting the message right is no small task. The If campaign emerges just a few years after Make Poverty History, a simplified message, which certainly inspired the public but failed to meet its objectives.

The World Development Movement has been campaigning for justice for more than 40 years. In that time, we've tackled aid, trade, water privatisation and speculation on food commodities. None of the issues we tackle are easy because most are aimed at systemic, long-term change.

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