Public support

Partnerships aren't built on pity. To build long-term public support for development, in order to tackle poverty, inequality and climate change, we need a new approach.

What's the problem?

Frequent exposure to guilt-inducing messages and images of "starving children with flies in their eyes" is making more and more people feel cynical about aid, distant from people in the global south, and that efforts to alleviate poverty are futile. 

Cynical face


Most people think no progress has been made in developing countries.

Distant face


People don’t feel connected to people living in the world’s poorest places.

Futile face


Very few people think their actions can have an impact.

The Narrative Project is a piece of research which explores people’s attitudes, beliefs and emotions in order to change public attitudes towards global development. This video summarises the key findings, which highlight using 4 themes of Independence, Shared Values, Partnership and Progress.


Public support news and views

A joint letter from 22 UK charities announcing a series of measures to improve safeguarding.
23 February 2018
Abandoned lifejackets on a beach
A new report looks at the impact of fake news on international NGOs' work and suggests ways to fight back.
13 February 2018
Protest march
A new survey shows that 90% of campaigners see charity campaigning under threat and recommends actions campaigners can take to protect it.
23 January 2018

Public Support Resources

Donation jars
A new study suggests that a person’s political views and attitudes towards their own country – and whether they voted for or against Brexit – can explain which causes they support.
4 August 2017
ThankUK image - for water
A collection of images to be shared on social media in support of UK aid.
5 April 2017
How charities work
A resource explaining how charities are run and how the public can help them to make a difference
16 December 2016

How can we change?

The public conversation can be changed. We don't have to use stereotypes. We can talk about global poverty in a way that helps people feel hopeful and motivates action.

Case study

Find out how 10 organsiations got on when they integrated the Narrative Project messaging approach into their communications.

Go to case study

Public Support working group

Access the latest evidence and research in the Public Support working group. Use this community space to share and discuss new approaches, best practice and emerging insights.

Sign up

Further support

We can help you to:

  • Present the evidence and facilitate a discussion with your organisation
  • Test new narrative messages in your communications

For more information about Bond's public support programme, drop Luke a line at