‘TELLING EVERYONE’ THE MEDIA NARRATIVE OF THE UNITED NATIONS SUSTAINABLE DEVELOPMENT GOALS: ARE THEY REACHING EVERYONE?
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Launched as post-2015 development framework for the world, the United Nations Sustainable Development Goals (SDGs), popularly known as Global Goals, are based on the premise of ‘leaving no one behind.’ The campaign aims to translate the high awareness levels of people to an increased pressure on governments for delivering on SDGs. Drawing on the theoretical framework of development communication; this study ascertains if the campaign is reaching the stated audience. By analyzing creative choices in designing messages and the media channels used to reach ‘everyone’, the research examines the media narrative of Global Goals. This thesis contributes to development studies and international communication, and highlights the biased logics of development planning. The supplemental files include ‘We the People’ film, an African crowd sourced song to ‘tell everybody’, the fundraiser video featuring Chiwetel Ejiofor, the remake of Spice Girl’s ‘Wannabe’ song and a video that shows the statistics of gender equality.