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The MDGs as a Communication Tool for Development
Author(s): Paola Pagliani, UNDP Serbia
This paper approaches the Millennium Development Goals (MDGs) as a communication tool instead of an object of communication. The MDGs have the potential to make development more understandable to people at the centre of development policies: the poor, vulnerable and socially excluded. The potential to make development interventions more effective and, ultimately, to achieve the MDGs, lies in improving the capacities of these people to use information about development to claim their rights, and to hold authorities accountable for their commitments. Based on available literature and international conventions, the paper presents a framework for communication for development to promote the MDGs at the country level. The framework is applied to the cases of Albania and Serbia, exemplifying how it can be used to identify gaps, opportunities and entry points in different country contexts. Finally, this tool can help maximise the use of the MDGs at the national level by including excluded groups in the policy debate, which can in turn enhance transparency, accountability and responsiveness.
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