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 Resources

Narrative Project Presentation
This Presentation provides a background on The Narrative Project, a piece of research which explores how our communication strategies can change public perceptions of global development.
28 June 2016
Two Guatemalan women walking back to the village to bring the wood collected to cook dinner for the family.
The Aid Attitude Tracker (AAT) is a long-term study of UK public attitudes and engagement with global poverty, aid and development.
15 November 2016
The Narrative Project Webinar
This online seminar explains how using The Narrative Guide and its core themes of independence, shared values, partnership and progress in our conversations on global development can change public perceptions.
27 October 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 Hub

Access the latest evidence and research on the My Bond Public Support Hub. Use this community space to share and discuss new approaches, best practice and emerging insights.

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Public Support Seminars

Come along to the next in our series of seminars. Learn from a range of experts and share your thoughts on building public support for development.

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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 Alice a line at