Oxfam Novib is committed to ensuring that the Netherlands complies with international agreements for development cooperation (ODA). By using principles of behavioral design, ZUID designed a plan for Oxfam to eventually influence policy.
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Oxfam Novib wants the amount of the aid budget in the Netherlands to comply with the established OECD DAC standard of 0.7 percent of the gross national income. We're under that right now. In addition, 30 percent of the available ODA budget remains in their own country, including primary care for refugees. Financing climate adaptation and mitigation also comes from the ODA package, while it has been internationally agreed that this is additional. To rectify this, Oxfam Novib, Cordaid and ONE have been working together for years. But in 2023, it was time for a campaign, with the multi-year goal of influencing national policy. ZUID became a partner for a well-thought-out plan with impact.
This plan complements Oxfam Novib, Cordaid and ONE's (existing) lobbying among policy makers. It's up to ZUID to set up a campaign that influences those same policy makers from a different angle. Prerequisite: it had to be based on behavioral design. We decided to focus the campaign on youth departments of the then ruling political parties, such as the VVD. Because excitement within other layers of the party is taken seriously. Together with SUE, we investigated the unconscious forces that prevent or stimulate their opinion about ODA via a Behavioral Insight Sprint. And what opportunities are there for positively influencing these young people.
This research was followed by a strategic brainstorming process to design the campaign. First step? Oxfam Novib, Cordaid and ONE, together with the VVD youth party (and ZUID), organized a first event: the JOVD Pizza Night. Centered around the question “how is government pizza distributed?” Accessible, non-activist and within a safe space, as the study showed. Fully decorated in the theme, with gimmicks such as 0.7% beer and custom pizza boxes. 40 JOVD members discussed their views on ODA and how to address this in the House of Representatives at the Van Nelle Factory. A successful evening and a good basis for the rest of the campaign.
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