Narrative values: UK engagement with overseas “aid”

In the UK, there is still a strong moral instinct to support people facing poverty and crisis. But public engagement is under pressure from low trust, doubts about effectiveness and a lack of connection to people’s everyday concerns. This report brings together 18 months of research on how the British public understands and engages with overseas “aid” and advice about what we can do about it.

It explores the values and narratives that shape public attitudes and identifies practical ways for NGOs to rebuild trust and support, including communicating more clearly about impact, taking a conversational approach to campaigning, giving greater agency to people with lived experience, and telling tangible, human stories that connect with the values audiences already hold.

Research and insights were developed and delivered by Jess Crombie, narratives ethics researcher at London School of Economic and the University of the Arts London, and Founder and Lead Consultant at Narrative, Ethics and Story Strategy, with research supported by Jiaqi Zheng, Research Assistant. This project was led by Maryam Mohsin, Head of Media, Communications and Events at Bond, and funded by the Gates Foundation.