FAO: Oxfam calls for long term action plan to fight hunger

?Funds alone are not enough. To solve the food crisis a long term action plan is needed that involves governments, international communities and civil society?. A plan that Oxfam UK?s director, Barbara Stocking, is restless to see, one day from the end of the Food and Agriculture Organisation?s summit in Rome. ?I am worried that the summit will close without a real action plan, even though here in Rome the commitment on all sides to bring an end to the emergency is tangible, as are the means that need to be used?.

Such as?
The need, that is strongly backed by Ucodep-Oxfam International?s campaigns office, to guarantee that developing countries have the power to decide their own food and agriculture policies. Every one says that they agree to this need, but in practice the World trade organisation makes it very hard to guarantee free action in the developing world.

In 2005, with the Make Poverty History campaign, Oxfam International involved millions of people in what seemed to be a challenge restricted to the UN and national governments. Can the same not be done again today?
Yes, it can. ?Normal? people really can change things. This is the concept that we have used to re-launch Oxfam?s 65 year old brand, with new campaigns, adverts and slogan. Today we say: Be humankind.

A provocation?
No, I?d say more an invitation to be optimistic. Things can change, but not by themselves. Be humankind means two things: to get active together with others, as human among humans, and to treat other humans with respect.

Ads, campaigns and slogans that seem to target young people?
Not just young people: a study revealed that our brand is trusted, but that it doesn?t connect to our objectives and activities. A sign that brought us to rethink our campaigning activities and slogans so as to bring them into the daily lives of our supporters. To speak their language and respect their working and living hours. To meet their needs.

You are also changing your charity shops into boutiques that sell designer items as well. Why?
Because of the competition. We have improved our quality and variety, but kept the factor that made us so successful intact: the feel good factor. Our prices are more or less high, but still less so than other shops that sell designer wear.

Some have criticised this choice: is it really necessari to ?sell? volunteering and awareness of others by making them just another product on the market?
Not volunteering, but certainly the idea that we can ?really make a difference in the world?.

More info
www.oxfam.org/en