Brand and Deliver
Last week, I was interviewed in relation to a study underway into how ‘aid packages’ could address ‘service and infrastructure delivery blockages’. My mind’s eye conjured up a traffic jam on the main road outside my flat. A small motorbike was weaving its way between the stalled vehicles with the urgent task of delivering an aid package to my door. This time it was a Domino’s pizza I had ordered. How will the speed and effectiveness of Domino’s delivery compare I wonder with Papa John’s?
Aidland’s revival of branding is integral to the ‘aid delivery’ paradigm and the results agenda that the BPF is challenging. In 1997, Clare Short, DFID’s first Secretary of State issued firm instructions that any logos, flags etc should be removed promptly from every DFID vehicle. She insisted that the UK government’s contribution to global poverty reduction was an obligation rather than a gift – that it was not us who owned it but the people we were seeking to support. Now DFID has issued instructions that
‘Aid from Britain be badged with a Union Flag when it is sent overseas, as a clear symbol that it comes from the United Kingdom. From today, the new UK aid logo will be applied to items like emergency grain packets, schools and water pumps. The new look will help to drive home the message that Britain deserves credit for the results that UK aid deliver.’
Other government agencies are following a similar trend, inspiring two BPF fans to pen the following. Further contributions most welcome!
|So DFID takes a brand new tackBranding with the Union JackSo all can then keep faithful trackOf British ’gifts’, each knick and knack
Generous and pro-poor is our whack
So grateful natives’ll never lack
The means to buy and pay us back
|AusAID uses the KangarooTo show that Oz is generous tooAnd if you don’t like itThen bugger you!
So will NGOs take a stand?
And refuse to use the iconic brand,
Or will they take the sullied dollar
Despite the need to really holler.