Beyond MDGs: branding the sustainable development goals

By Stanislav Saling, UNDP, writing on the Guardian:

“The eight millennium development goals, which guided international development for the past 13 years, have been a ccommunications success: athletes like Maria Sharapova and LeBron James campaigned for them; Bill Gates praised them; Unilever committed to help achieve them; there are 381 books about them on Amazon.

These are just a few illustrations of how this technical ‘development’ term, shortened to the acronym “MDGs”, shaped actions of not only governments, but also individuals and organisations across various sectors.

The question now is how to ensure that the post-2015 agenda and thesustainable development goals (SDGs) — which are expected to replace the MDGs on 1 January 2016 — will have the same effect?”

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