SDG Communication Workshop Results Report: "Narrating the Future – Making Transformation Visible"

RESULTS REPORT
Narrating the Future – Making
Transformation Visible
Targeted Communication for
Sustainable Development by
2030 and Beyond


Results and Recommendations for Action
Ergebnisse und
Handlungsempfehlungen
Contents
Results and
Recommendations for Action
The SDG communication workshop “Narrating the Future – Making Transformation
01.
Results and Recommendations for Action 3
Visible” took place on February 25th, 2026, in Vienna. Around 60 participants from
media, politics, government, academia, youth organizations, civil society, and
02.
Background of the Event 6
the business sector discussed new approaches to credible and effective sustainability
communication in a fishbowl conversation and breakout sessions. The
workshop was led by the Ban Ki-moon Foundation in collaboration with the Federal
Chancellery.
03.
Fishbowl Discussion: “From the Bubble to the Mainstream:
Communicating the SDGs in an Accessible Way”
8
04.
Breakout Session 1 “Making Sustainability Visible: Corporate SDG
12
Communication”
05.
Breakout Session 2 “From Data to Dialogue: Communicating
Scientific Findings on the SDGs in a Media-Friendly Way”
15
06.
Breakout Session 3 “Communicating Creatively and Co-Shaping the
16
Future: Making the SDGs tangible for young people”
07.
Breakout Session 4 “Development Cooperation in Dialogue:
Communication Strategies for Global Responsibility”
19
08.
Summary and Acknowledgments 20
02
From left to right: Florian Leregger, Managing Director of Lebensart Verlag; Juliane Nagiller, Editor at ORF Wissen; Mira
Lobnig, Moderator and Consultant at Schütze Public; Stefan Apfl, Managing Director of Hashtag Jetzt; and Duygu Özkan,
Journalist at Die Presse, during the presentation of the Breakoutsession results.
03

Results and Recommendations for Action
Results and Recommendations for Action
The fishbowl discussion focused on the topic “From the Bubble to the
Mainstream: Communicating the SDGs in an Accessible Way”. For the
participants, an effective collaboration between traditional and social
media as multipliers is crucial for conveying complex SDG topics in a
way that is both understandable and credible. Effective communication
combines narrative approaches with evidence-based data, takes into
account the lived realities of target groups, and builds trust as well as the
capacity for action. Inclusive formats, co-creation, and local ambassadors
extend the reach beyond the “sustainability bubble”. Political
communication requires transparent coordination processes, consistent
implementation, clear courses of action, and active stakeholder participation.
Sustainability communication must be engaging, systematic, and
designed for the long term.
was that reporting focuses too heavily on easily measurable individual
aspects (e.g., economic growth as measured by GDP) and crises, while
systemic interconnections, long-term developments, and cluster topics
(e.g., food security) receive too little attention. Strategic coordination
– understood as the targeted alignment of messages, measures, and
communication strategies – as well as transparent evaluation systems
and cross-sectoral cooperation are central prerequisites for credibility
and political governance.
Overall, the breakout session “Making Sustainability Visible: Corporate
SDG Communication” highlighted that communicating corporate contributions
to the SDGs is caught between regulation, public skepticism,
and strategic corporate management. What matters is not the use of
SDG logos or buzzwords, but a consistent alignment of strategy, measurable
results, and transparent communication. At the same time, so
far only a few companies have anchored the SDGs as a holistic, overarching
concept in their corporate strategy. This underscores that there
is still a significant gap between selectively referencing individual goals
and the comprehensive strategic integration of the SDGs into corporate
practices.
The key findings of the breakout session “Communicating Creatively
and Co-Shaping the Future: Making the SDGs tangible for Young
People” showed that effective sustainability communication requires a
nuanced, target-group-specific, and emotionally engaging approach. It
is important to address the disappointing experiences of many young
people in a thoughtful manner and to offer a positive narrative for the
future. Digital platforms and artificial intelligence (AI) shape the everyday
lives of young people, yet analog spaces for interaction remain
important. For these formats to have a lasting impact, reliable political
frameworks, institutional anchoring, and sustainable funding are
necessary.
The key takeaways from the breakout session “From Data to Dialogue:
Communicating Scientific Findings on the SDGs in a Media-Friendly
Way” were that effective SDG communication requires clear vision statements,
precise targeting of audiences, and a balance between urgency
and solution-oriented narratives. Scientific evidence must be presented
in a way that is media-friendly, visually understandable, and consistent,
without losing any of its technical substance. A critical point raised
The breakout session “Development Cooperation in Dialogue: Communication
Strategies for Global Responsibility” concluded that
development cooperation must be reframed in terms of communication.
A defensive crisis narrative is not enough to secure trust and
support. Instead, a strategic, credible, and emotionally resonant narrative
of global responsibility is needed. Communication should make
complexity understandable, focus on real people and their stories (“storytelling”),
highlight partnerships, and present successes in a visible
and comprehensible way. Global responsibility is a shared project in an
interconnected world. This project must be communicated in a consistent,
strategic, and forward-looking manner.
04
05

Zusammenfassung und Danksagung
Background of the Event
Furthermore, the event served to connect key stakeholders from the media, communications,
academia, politics, civil society, government, and youth organizations, as well as strengthen interand
transdisciplinary exchange.
Monika Fröhler, CEO of the Ban Ki-moon
Foundation, addressing the audience.
Monika Fröhler, CEO of the Ban Ki-moon Foundation, provided an initial input at the start of the
workshop. She emphasized the role of communication as key to visibility, international cooperation,
and social engagement, and underscored the importance of a fact-based, yet positive
narrative approach to sustainable development.
Background of the Event
The implementation of the United Nations’ 2030 Agenda is under pressure worldwide. According
to the latest SDG report, only 18% of the targets are on track. Austria ranks among the
frontrunners worldwide, but there is stilla clear need for action, particularly with Climate Action
(SDG 13) and Responsible Consumption and Production (SDG 12). At the same time, according to
the United Nations’ Pact for the Future, official negotiations on a framework for the period after
2030 – the so-called Post-2030 Agenda – are set to begin at the 2027 SDG Summit.
Against this backdrop, effective sustainability communication is a key lever: it raises awareness,
translates complex issues into understandable content, strengthens trust in organizations and
institutions, and makes progress visible. Transformation can only succeed if language motivates,
mobilizes, and reaches even those who operate outside the “sustainability bubble.”
Since the topic of communication had already emerged as a central cross-cutting issue in past
events organized by the Ban Ki-moon Foundation and the Austrian Federal Chancellery – particularly
the SDG Dialogue Forums – a dedicated workshop has now been devoted to it. The aim
of the workshop was to develop concrete ideas for credible and effective SDG communication
– tailored to businesses, the media, young target groups, and development cooperation – and thereby
contribute to the strategic direction of SDG implementation through 2030 and beyond. An
accompanying Mentimeter survey among participants highlighted that terms such as responsibility,
climate, and courage are the central themes that resonate in SDG communication.
Moderator Mira Lobnig, Consultant at Schütze Public Results, at
the opening of the SDG Communication Workshop.
06
07

Fishbowl Discussion “From the Bubble to the Mainstream: Communicating the SDGs in an Accessible Way”
Fishbowl Discussion “From the Bubble to the Mainstream: Communicating the SDGs in an Accessible Way”
“Journalism should be neither activism nor a mere
stage, but a reliable interpreter of complex reality.
Especially when it comes to climate and
sustainability issues, credibility determines whether
we reach people who don’t actually want to listen”,
From left to right during the fishbowl discussion: Peter Aufreiter, Director of the Technical
Museum Vienna; Katharina Häckel-Schinkinger, Communications Expert at SOS Children's
Villages; Mira Lobnig, Moderator and Consultant at Schütze Public Results; Stefan Lenglinger, Moderator
and Journalist at ORF; and Sabine Schneeberger, Sustainability Coordinator for the Province of Styria.
Stefan Lenglinger,
Host and Journalist at ORF
Fishbowl Discussion “From
the Bubble to the Mainstream: Communicating
the SDGs in an Accessible Way”
It is crucial to consistently develop content from the perspective of the respective target
audiences, to take their lived realities, concerns, and priorities seriously, and to refrain from moralizing
communication. To live up to one of the guiding principles of the 2030 Agenda – “Leave No
One Behind” – the focus must be placed on unifying elements. “The problem is: We’re narrating
the future while turning off the microphone for those who are paying the price,” says Katharina
Häckel-Schinkinger, Communications Expert at SOS Children’s Villages. Only a deeper cultural
understanding, local ambassadors, and relatable content can translate SDG and sustainability
issues into the everyday language of their communities, build trust, and break down barriers.
Co-creation formats and co-authors from previously unreached target groups play a central role
here and have a positive impact on reaching a wider audience.
As part of a fishbowl discussion, moderated by Mira Lobnig (Schütze Public Results), Peter
Aufreiter (Vienna Museum of Science and Technology), Katharina Häckel-Schinkinger (SOS Children’s
Villages), Stefan Lenglinger (ORF - The Austrian Broadcasting Corporation), and Sabine
Schneeberger (State of Styria) addressed the topic: “How can we reach people outside the
sustainability bubble with SDG and sustainability issues?”. Following the discussion, audience
members had the opportunity to take a seat on the panel and ask the experts a question.
The discussion highlighted potential solutions for successfully communicating SDG and sustainability
topics and identified key factors for making transformation visible. Traditional and social
media play a pivotal role in this regard, as they are not only channels for conveying information
but also key multipliers for presenting complex transformation topics to the general public in a
way that is both understandable and credible.
From a media perspective, relevance – that is, the scope of impact – is the most important criterion,
not the distinction between “good” and “bad news”. The latter often dominates, because
disasters or failures are powerful news factors: missing out on positive developments rarely has
immediate consequences. Narratives should include conflict, pressure for change, or prospects
for solutions, as well as being relatable and systemically relevant to prevail in public discourse. The
task of journalistic communication lies in contextualization: making progress, conflicting goals,
and visible winners and losers . To successfully position positive narratives of transformation,
it is essential to highlight opportunities for action rather than reducing the discussion to one
of scarcity. Complex topics reach a broad audience not through exhaustive detail but through
inclusive and understandable messages.
“Individual stories open hearts;
numbers open budgets and political doors.
If I only provide numbers, it remains abstract.
If I only tell stories, it seems arbitrary and
becomes vulnerable to criticism. The key is the
combination: a story to open the door, then the
evidence of the scale of the issue, and finally the
concrete course of action. That’s exactly how
major social policy mobilizations work”,
Katharina Häckel-Schinkinger,
Communications Expert at SOS-Kinderdorf
08
09

Fishbowl Discussion “From the Bubble to the Mainstream: Communicating the SDGs in an Accessible Way”
Fishbowl Discussion “From the Bubble to the Mainstream: Communicating the SDGs in an Accessible Way”
Educational, cultural, and social institutions, as well as NGOs, form another building block. They
have been intensively engaged in communicating complex issues related to transformation. They
enjoy a high level of public trust and can convey content to a broad audience. Museums, such as
the Vienna Museum of Science and Technology, demonstrate how future-oriented topics become
tangible: through interactive exhibitions, discussion formats, SDG labeling, and participatory
opportunities, where (young) visitors can contextualize current technological developments and
their implications for the future on their own. A central approach here is fostering the ability to
engage in discourse. This means not only presenting technological innovations as progress but
also making their conflicting goals visible. Examples from the history of technology – such as initiatives
like “One Laptop per Child”, which were intended to improve educational opportunities
but simultaneously raised new questions about resources and waste – illustrate that innovations
can often only be fully assessed in retrospect. Successfully narrating the future requires not only
explaining transformation but also making it tangible. Connecting knowledge with relevance,
trust, and the capacity for action, and empowering (young) people to actively participate in shaping
a sustainable future will advance this goal.
“The 2030 Agenda is not a ‘dead horse’
that we intend to ride for another four years
– rather, we should work to make its implementation
more concrete now and thereby
create a framework that will serve as a guide
for our actions for decades to come”,
Sabine Schneeberger,
Sustainability Coordinator for the State of Styria.
“For me, sustainability means thinking about
innovation in a way that not only solves
problems but also enables the future –
ecologically sustainable, socially just,
and technologically responsible”,
Looking ahead to the post-2030 era, the panelists agree that implementation is clearly the
primary focus: knowledge transfer alone is no longer sufficient. SDG communication must be
designed to be effective, engaging, and action-oriented. They call for a more direct approach,
consistent action, and the systematic integration of “call to action” elements, as well as empowerment,
particularly in the context of migration and digital skills.
Peter Aufreiter,
Generaldirektor des Technischen Museums Wien
At the political level, communicating transformation processes requires a multi-layered coordination
and decision-making process involving various stakeholders. Active listening, genuine
understanding, transparent explanations, and comprehensible implementation are crucial in
this context. Honesty and commitment carry more weight than empty promises, which can lead
to disappointment and frustration if not fulfilled. In this context, the administration acts as an intermediary
between diverse stakeholders and the political level. Sufficient time, resources, and political
reliability are key prerequisites for building trust and developing a common language.
From left to right (group photo): Peter Aufreiter, Director of the Technical Museum Vienna; Katharina Häckel-Schinkinger,
Communications Expert at SOS Children's Villages; Mira Lobnig, Moderator and Consultant at Schütze Public Results; Stefan
Lenglinger, Moderator and Journalist at ORF; and Sabine Schneeberger, Sustainability Coordinator for the Province of Styria.
10 11

Breakout Session 1 “Making Sustainability Visible: Corporate SDG Communication”
Breakout Session 1 “Making Sustainability Visible: Corporate SDG Communication”
How can companies effectively communicate their contributions to the SDGs?
A key takeaway from the discussion was that sustainability must not be treated as an isolated
communications project but must be embedded into corporate strategy and at the executive
level. Credibility can only be established if top management actively support these initiatives
(“walk the talk”). Growing criticism of greenwashing is leading some companies to engage in
so-called “greenhushing”, where they refrain from issuing sustainability communications out of
fear of criticism. Participants expressed skepticism about the possibility of credible SDG communication
from companies whose core business is, by definition, not sustainable. Additionally,
guidelines such as the Green Claims Directive and other corporate social responsibility regulations
were discussed.
Roswitha Reisinger, Co-founder & Publisher of
BUSINESSART, during her keynote speech.
Breakout Session 1
“Making Sustainability Visible:
Corporate SDG Communication”
Facilitators:
· Roswitha Reisinger, Publisher & Founder, BUSINESSART (keynote speaker)
· Florian Leregger, Managing Director, Lebensart Publishing Company
· Kathrin Ebner, Interim COO, Ban Ki-moon Foundation
Main points from Roswitha Reisinger’s keynote address:
In light of regulatory requirements and multiple crises, companies are communicating the SDGs
more cautiously overall. Credible sustainability communication requires clear strategic anchoring,
verifiable statements, and active responsibility (“walk the talk”); it becomes effective through solution-oriented,
target-group-specific, and positive narratives that strengthen both visibility and
impact.
Effective communication must take place both internally and externally. Internally the focus is on
empowering employees and understanding sustainability as a shared learning process. Onboarding
processes or the company intranet can be used for this purpose. Externally, communication
should be solution-oriented, regular, and dialogue-based. Compared to moralizing or alarmist
rhetoric, positive narratives, humor, and concrete stories are more effective. Facts, figures, and
data form the foundation, as sustainability-related advertising must be verifiable, transparent,
and plausible. Communication is the most effective when it incorporates different perspectives
and clearly articulates the benefits for both businesses and society.
Which corporate SDG initiatives are relevant to the general public?
Relevance arises where SDGs are visible, tangible, and linked to concrete
benefits. Examples of initiatives that are strategically embedded within
companies and are not merely symbolic include the Boutiquehotel Stadthalle by Cocoon and
hollu Systemhygiene GmbH, as well as companies like Verbund AG or WIENER LINIEN GmbH
& Co KG. In addition, networks and platforms, such as the UN Global Compact’s SDG Flag Day,
SDG Business Forum , or respACt, play an important role, as they collectively draw attention to
the SDGs as an overarching framework.
Austria plays a pioneering role in further education and integration of the SDGs into specific sectors,
through, for example, tourism destinations bearing the Austrian Ecolabel and the SDG Lab at
the Federal Academy of Public Administration. Relevance can be achieved when initiatives connect
with real-life situations, and societal benefits are communicated in a transparent manner.
Also, when companies enter into partnerships with NGOs or other nonprofit actors, this builds
credibility. Small, noticeable measures attract attention but are only sustainable within the framework
of a strategic commitment.
When is corporate engagement with the SDGs perceived as credible?
Credibility depends greatly on transparency, traceability, and strategic consistency. Business
engagement is perceived as credible when it is backed by verifiable figures and clear objectives
and can be traced throughout the entire value chain. It is also crucial that sustainability is not
confined to the communications department but is supported by senior management and integrated
into various departments. An open culture of accountability can strengthen authenticity.
Regulatory frameworks play an important role, as companies risk competitive disadvantages
without clear stipulations. The discussion showed that transparency and comparability are central
prerequisites for building trust. Credibility arises when actions and communication align
and when companies take on responsibility beyond minimum legal requirements.
Key questions and summary:
The breakout session “Corporate SDG Communication” addressed the question of how companies
can effectively and credibly communicate their contributions to the SDGs. The focus was on
three key questions from a corporate, regulatory, and communication perspective.
12
13

Breakout Session 2 “From Data to Dialogue: Communicating Scientific Findings on the SDGs in a Media-Friendly Way”
Breakout Session 2 “From Data to Dialogue: Communicating Scientific Findings on the SDGs in a Media-Friendly Way”
How can scientific findings on the SDGs be communicated in a way that is understandable
and practical?
Effective communication of scientific findings on the SDGs requires a clear understanding of
the communication objective and the definition of the target audience. The goal is to communicate
topics clearly and comprehensibly without oversimplifying them or losing scientific
precision. Based on social communication findings, it can be concluded that storytelling – such
as through the use of mental models (internal mental images of how the world works) or real
people – helps build emotional connections and foster empathy and understanding. At the same
time, it is essential to underpin these stories with robust data and evidence to avoid distortions.
A key idea was the development of a “storytelling toolkit” that includes not only the use of humor
and the engagement of all the senses, but also appealing visualizations. Another important
aspect is promoting cooperation between the scientific community, the media, the business
sector, and civil society in order to jointly develop effective communication strategies.
Juliane Nagiller, Editor at ORF Wissen, in discussion
with participants of the Breakoutsession "Telling
Scientific Findings on the SDGs with Media Impact."
Breakout Session 2
“From Data to Dialogue: Communicating
Scientific Findings on the SDGs in a
Media-Friendly Way”
Facilitators:
· Juliane Nagiller, Editor, ORF Wissen (keynote speaker)
· Franz Fehr, SDG Coordinator, University of Natural Resources and Life Sciences, Vienna
· Bernhard Zlanabitnig, Director, EU-Umweltbüro (EU Environment Bureau Vienna)
Main points from Juliane Nagiller’s keynote presentation:
Scientific findings must be adapted to the logic of the media, focusing on factors that are understandable,
clear, and accessible, without compromising on content. Furthermore, the SDGs need
a “face”, grounding it through a regional context, specific individuals, and tangible projects, abstract
goals become relatable and relevant. Effective sustainability communication navigates the
tension between necessary, fact-based alarmism and consistently solution-oriented narratives.
Which scientific SDG topics are over- or under-communicated?
There was broad agreement in the discussion that too much is communicated about SDG 8
(Decent Work and Economic Growth), as indicators such as gross domestic product (GDP) are
measurable but, when viewed in isolation, often provide little meaningful insight in the long
term. Furthermore, current crises (such as floods or climate strikes by the “Last Generation”) are
sensationalized too heavily, while the underlying causes and the connections between various
crises receive insufficient attention. The growing practice of “green/social/rainbow-washing” by
companies which adorn themselves with sustainability goals was also viewed as problematic. In
contrast, there is insufficient reporting on certain goals such as SDG 15 (Life on Land), as the relevant
indicators on biodiversity are difficult to quantify. Cluster themes such as food security
receive too little attention, as do the interactions and spillover effects between the SDG goals.
How can sustainability topics be presented in a media-friendly way using various formats
and narratives?
Effective SDG communication combines (appropriate) alarmism with solution-oriented narratives.
An overly optimistic approach could dilute the sense of urgency, while excessive alarmism
might overwhelm the target audience. Bringing together organizations, projects, and initiatives
on a shared platform would be a successful strategy. Branding tools, such as SDG cubes,
and collaborations with well-known brands that make their intellectual property available for
promoting the SDGs (e.g., Hello Kitty, the Smurfs) can convey the SDGs in a memorable way.
Humorous, visually appealing data visualizations, such as those shared by Statistics Austria on
social media, are informative while offering wide reach and clarity. The use of transparent evaluation
systems such as rankings or traffic light systems is effective because they make the results
tangible for policymakers and civil society. Furthermore, the discussion showed that repetition is
a key factor in the effectiveness of communication. Research findings confirm that, on average, it
takes six to twenty exposures for new information to truly “stick”.
Key questions and summary:
The breakout group on the topic “Communicating Scientific Findings on the SDGs in a Media-
Friendly Way” explored the question of how scientific findings on the SDGs can be communicated
in a way that is understandable and effective for a wider audience.
14
15

Breakout Session 3 “Communicating Creatively and Co-Shaping the Future: Making the SDGs tangible for young people”
Breakout Session 3 “Communicating Creatively and Co-Shaping the Future: Making the SDGs tangible for young people”
What communication strategies, formats, and narratives resonate with young people?
A precise definition of the target audience is crucial for a successful communication strategy:
“youth” as a monolithic group does not exist. What matters less are age groups and more the
diverse sociocultural realities and value systems. There is a large group of young people—for
example, those associated with ‘Fridays for Future’—who were once actively engaged in the SDGs
and climate action but have since become less involved. With targeted outreach and new forms
of participation, they could be re-engaged. Those breakout session participants that were under
thirty expressed disillusionment over the lack of structural changes following the ‘Fridays for
Future’ mobilizations and called for more far-reaching structural changes. Various associations,
institutions, and NGOs could be utilized as multipliers.
Participants of the Breakoutsession "Creative Communication
and Co-creation: Making SDGs Tangible for Young People" with
keynote speaker Stefan Apfl, Managing Director of Hashtag Jetzt.
Breakout Session 3
“Communicating Creatively and Co-Shaping
the Future: Making the SDGs tangible for
young people”
Facilitators:
· Stefan Apfl, Managing Director, Hashtag Jetzt (keynote speaker)
· Karla Röckener, Board Member, CliMates
Main points from Stefan Apfl’s keynote speech:
Media consumption among 14- to 29-year-olds is almost entirely digital and social media-based
– an irreversible shift that traditional media is struggling to match. Young target groups look to
creators and influencers, who are increasingly taking on journalistic roles in largely unregulated,
algorithm-driven platforms. Politics and society are inadequately prepared for this upheaval,
which is further amplified by artificial intelligence (AI). Therefore, to reach young people, strategic
alliances with digital amplifiers and the establishment of sustainable digital communication
structures are needed.
The role of ambassadors, such as micro-influencers, was highlighted as particularly relevant, as
figures with high credibility and the potential for identification serve as role models. They not
only convey information but also create emotional connections and strengthen the link between
global goals and individual lived experiences. Regarding the key question of which formats reach
young people, it was emphasized that both digital and offline spaces are needed. In addition
to social media, offline meeting spaces, in particular, facilitate interaction, encouragement, and
shared experiences. At the same time, questions remain about who should provide these spaces
and how they can be institutionally anchored. There was broad agreement that targeted funding
is needed. In times of multiple crises, social media is often used as a space for retreat and distraction.
Narratives for targeted communication should therefore offer positive, solution-oriented,
and inspiring content. Optimistic perspectives and concrete opportunities for action increase
the likelihood that content will be accepted and shared.
Which sustainability topics are of particular interest to young people?
How could these be communicated in a way that is tailored to the target group, creative,
and easy to understand?
The discussion made it clear that sustainability topics must be framed more broadly to reach
young people. Focusing exclusively on environmental and social goals falls short. Rather, there
needs to be a stronger connection to the reality of personal life, individual perspectives, and
everyday experiences. SDG and sustainability topics should have a direct connection to the identity
and future of the target groups, as well as highlight opportunities for action. Intimate,
credible, dialogue-oriented, and authentic forms of communication were highlighted as particularly
effective, as they foster closeness and provide space for exchange. Young people are
sensitive to the mere conveyance of information; personal stories that evoke emotions, convey
individual experiences, and empower participation in discourse are more effective. Particularly
effective is a combination of a clear stance, authenticity, and a positive narrative of the future.
The following movements were highlighted as best-practice examples: Local Conference of
Youth, Fridays for Future and the Global Citizen Festival.
How can AI help communicate SDG issues more effectively?
AI can help communicate SDG topics in a more targeted, scalable, and creative way. It is already
a normal part of the daily lives of the target audience discussed here. At the same time, there is a
tension at play: while automated content can be made available quickly, it should always be critically
examined from the perspectives of transparency and ethics.
Key questions and summary:
During the session “Communicating Creatively and Co-Shaping the Future: Making the SDGs
tangible for young people,” participants discussed how communication strategies, formats, and
narratives must be designed to effectively engage young people and motivate them to actively
participate in shaping the future. The discussion focused on how the SDGs can be conveyed not
merely as an abstract concept but made tangible on a personal level.
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17

Breakout Session 4 “Development Cooperation in Dialogue: Communication Strategies for Global Responsibility”
Breakout Session 4 “Development Cooperation in Dialogue: Communication Strategies for Global Responsibility”
Which dominant narratives currently shape communication on development cooperation?
The discussion revealed that the defining narrative at present is crisis. Development cooperation
is primarily perceived in the context of geopolitical tensions, financial constraints, and the crisis of
multilateralism, shifting the focus from long-term impacts to institutional weaknesses and political
conflicts.
Duygu Özkan, Journalist at Die Presse, during her presentation
in the Breakoutsession "Development Cooperation in Dialogue:
Communication Strategies for Global Responsibility."
Breakout Session 4
“Development Cooperation in Dialogue:
Communication Strategies for Global
Responsibility”
Facilitators:
• Duygu Özkan, Editor, Die Presse (keynote speaker)
• Klaus Steiner, Head of the “Thematic Programs and Development Finance” Department,
Federal Ministry for European and International Affairs (BMEIA)
•
• Ursula Heinrich, Deputy Head of the “Strategic Direction of Austrian Development Policy”
Department, Federal Ministry for European and International Affairs (BMEIA)
Main points from Duygu Özkan’s keynote address:
In the face of multiple crises and waning public attention, communication on development
cooperation faces the challenge of effectively conveying complex issues through the media.
Reporting is heavily influenced by crisis narratives as well as by geopolitical power shifts driven by
new donor countries. To still capture attention, clear and relevant stories, concrete examples, and
identifiable ambassadors are needed – people who make projects and their impact tangible –
without compromising journalistic objectivity. Solution- and impact-oriented communication, as
well as targeted “good news” storytelling, can serve as an important counterbalance to the prevailing
crisis coverage and help strengthen the visibility, understanding, and impact of development
cooperation.
Instead of its potential for shaping the future and fostering solidarity, development cooperation
is increasingly understood as a geopolitical instrument aimed at strategic influence. Europe
is more often associated with regulatory frameworks and institutional procedures – while other
states are associated with infrastructure, technology, or geopolitical interests.
The classic donor-recipient narrative has become outdated, yet it continues to shape perceptions
of global partnerships. At the same time, geographical proximity significantly influences
whether issues are perceived as relevant. Personal implications increase interest, while distant
crises remain abstract. This highlights the need to develop narratives that are nuanced and
tailored to specific audiences in order to make complex issues understandable without oversimplifying
them.
How can success stories in development cooperation be shared?
With regard to the presentation of successes, it became clear that there is a strong need for positive
perspectives. Public communication currently focuses heavily on negative developments,
while long-term progress receives little attention. Historical successes demonstrate the effectiveness
of international cooperation – such as lifting more than a billion people out of extreme
poverty since the founding of the United Nations – yet these are rarely leveraged in communication.
Numbers convey scale but fail to create an emotional connection or to resonate with
audiences. Successes must therefore be told in a concrete, relatable, and personalized way.
Stories become more impactful when they bring faces and individual life experiences to the
forefront. Continuity plays a central role in this and builds trust. Examples of initiatives covered
by the media show that transparency and repetition strengthen credibility. Successful storytelling
combines facts with emotions without oversimplifying reality. It is crucial that structural
changes are made tangible through the experiences of specific people. In this way, development
cooperation is perceived not merely as an abstract measure, but as an effective process.
What communication strategies, formats, and narratives can secure long-term support?
At the heart of future-oriented communication should be the intentional personalization of
complex issues. Protagonists provide a sense of direction. Narratives do not emerge overnight but
require strategic planning, continuity, and clear objectives. Furthermore, the further development
of existing interpretive frameworks has been found to be necessary. The traditional
donor-recipient logic, for example, falls short because it perpetuates asymmetrical relationships.
Instead, partnership on equal terms should be emphasized, as mutual learning and cooperation
are central elements of a modern narrative of global cooperation in a multipolar world.
Key questions and summary:
Breakout Group 4 discussed how development cooperation can be reimagined and strategically
positioned in terms of communication under changing geopolitical conditions. The focus was on
analyzing dominant narratives, the question of effectively presenting successes, and developing
sustainable communication approaches to secure long-term support for development cooperation.
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Summary and Acknowledgments
Summary and Acknowledgments
Ergebnisse und
Handlungsempfehlungen
In conclusion, it can be stated that successful sustainability communication depends significantly
on the underlying attitude – that is, on the extent to which values, beliefs, and actions align. Only
when this alignment exists will sustainability communication be perceived as credible and be
able to have an impact. Complex issues must be presented in an understandable way, and different
perspectives must be given serious consideration. Sustainability must be communicated as
a topic closely linked to everyday life: tangible, relevant, and relatable. At the same time, it is crucial
to take concrete action, always starting from one’s own scope for action.
The workshop provided a wide range of ideas for this, made possible by the dedicated collaboration
of all participants. We extend our heartfelt thanks to all contributors and participants for
attending and for the valuable, diverse insights they shared.
Group photo of all speakers and facilitators of the SDG Communication Workshop together with
Dr. Heinz Fischer, former Federal President of Austria and Co-chair of the Ban Ki-moon Foundation.
Imprint / Copyright / Liability
Partial reproduction is permitted only with citation of the source. All other rights are not permitted without the written
consent of the publisher.
It is noted that all information in this publication is provided without guarantee despite careful editing, and any liability
of the Ban Ki-moon Foundation, the Austrian Federal Chancellery, as well as the authors is excluded. Legal statements
represent the non-binding opinion of the authors and in no way anticipate the jurisprudence of the independent courts.
Feedback:
Please send your comments on this publication to susanna.leitner@bankimoon.org.
Media Owner, Publisher, and Editor: Ban Ki-moon Foundation
Authors: Schütze Public Results GmbH
Overall execution: Ban Ki-moon Foundation and the Austrian Federal Chancellery
Copyright: BKMF / Martin Krachler
Graphic design: Sara Schirwani
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