At Ai we believe in the power of simplicity when it comes to communications, even in the face of overwhelming complexity. Advocacy initiatives and campaigns are often stymied by the intricacies of their particular issue and are unable to “cut the diamond” down to the simplest possible core messages.
When Ann Pettifor was being interviewed by a group of British charities in the late 1990s to help build a campaign that would lead, ultimately, to the cancellation of more than $100 billion of debt owed by 40 of the poorest countries, she argued that it was not achievable without a huge public campaign.
“Ah” said the interviewer “that’s not possible. No one has ever executed an effective national and global campaign on sovereign debt and finance before. This is a complex and arcane subject, not easily communicated. We don’t think a public campaign is feasible.”
Much to Ann’s surprise, she got the job. And as a result of a rigorous and immersive process of ‘cutting the diamond’, the Jubilee campaign was born. The Jubilee principle, and ‘Drop the Debt’ formed the basis of the campaign’s communications and messaging. The response was overwhelming support across the globe.
We understand that there are no simple solutions for restructuring debt, eradicating malaria or ending poverty. But communicating your issue to the widest possible audience means distilling complexity into a diamond of truth – one that stirs the emotions and fires the imagination.