Visibility hit or miss: storytelling video

In a recent tweet, the World Food Programme (WFP) tells the story of a Ugandan girl who had been suffering from acute malnutrition.

Take a look at this simple, yet engaging, square video posted by @WFP:

We learn how her mother took Jennifer to a clinic where, over several months, the WFP was able to provide two nutritious meals of porridge per day, restoring the four-year-old’s “health and happiness”. The video explains this nutrition service is supported by “DFID”.

It is clear this nutrition support is vital and life-changing.

The video has had more than 8,500 views in one week. It is an example of a major humanitarian organization giving visibility to one of its partners, in this case a donor government, via compelling storytelling involving real people who have been assisted.

UK aid and visibility 

Public acknowledgement of partners such as DFID – the United Kingdom Department for International Development – is often a condition of funding for humanitarian aid.

Having to contemplate the use of the UK aid logo and verbal and written acknowledgements in public communications throughout the lifecycle of an aid programme may seem superficial when lives are at risk – unless you are a UK taxpayer who is interested to know where British aid is being directed, who is benefiting and be assured it is money well spent.

The UK aid branding guidance specifies that DFID funding recipients must use the UK aid logo on their development and humanitarian programmes “to be transparent and acknowledge that they are funded by UK taxpayers”.

The branding guide specifies that “the UK government, rather than DFID, should be credited as the source of funding within the text of a document”. It includes the following preferred wording for acknowledgements: ‘this project was funded with UK aid from the UK government’ or ‘this project was funded with UK aid from the British people’.

Therefore, strictly speaking, this WFP video does not meet the UK aid branding guidelines.

Visibility hit or miss?

So is this a visibility hit or miss? You decide. Please leave your comment below.

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