ZEROSEVEN

CAMPAIGN IMPACT REPORT

07.09.07

“A future Australian Labor government will commit to

raising our ODA (foreign aid) to a GNI contribution from 0.35per cent in 2010-2011 to 0.5per cent

by 2015-2016”

- Kevin Rudd

“We have significantly increased our assistance and we

continue to keep with the announcement that I made at the United Nations meeting a

couple of years ago”

- John Howard

“The Make Poverty History Zero Seven Road Trip saw thousands Australian voters unite behind the message that 0.7% GDP in foreign aid has the potential to elevate millions of people from extreme poverty in our world….as we look now to the Federal Election we invite Prime Minister John Howard to match and exceed Kevin Rudd’s commitment to 0.5% in Aid by 2015 if elected. The voice of the Australian public is behind the message of Make Poverty History.”

- Hugh Evans Co-Director, Zero Seven Director and Founder, The Oaktree Foundation

“The most important outcome of the Zero Seven campaign was by far the young people themselves. Thousands of young Australians have been inspired and empowered to speak out against the injustice of poverty. We have planted a seed in the hearts of young people… our generation can and will see an end to extreme poverty in our lifetime.” - Viv Benjamin

Co-Director, Zero Seven National Advocacy Coordinator, The Oaktree Foundation

“This really is history in the making! Six concerts in six days, created by young people and volunteers, all around the nation with Australia’s biggest artists. The support of the Aussie music industry, major businesses and the Australian people has been mind blowing. The projection onto the Sydney Opera House will go down in the history of that great icon as a moment in time where the impossible became possible. We never imagined the message of Make Poverty History could go so far.”

- Emeli Paulo Co-Director, Zero Seven Senior Facilitator, The Reach Foundation

REPORT CONTENTS

1.0 Campaign Overview 2.0 Objective 1: Raise awareness of the midway point to achieving the Millennium

Development Goals

2.1 Media 2.2 Campaigning 2.3 Make Poverty History Concerts 2.4 Sydney Opera House Projection

3.0 Objective 2: Unite thousands of young Australians in support of MAKEPOVERTYHISTORY 3.1 Ambassadors 3.2 General Public – Face Up to Poverty

4.0 Objective 3: Call on the Australian Government to commit to ending global poverty and injustice. 4.1 Political Engagement 4.2 Political Outcomes

5.0 Opinion Piece by Hugh Evans Attachments

1. Media Report 2. Media Clippings

MAKEPOVERTYHISTORY ZEROSEVEN ROAD TRIP

1.0 CAMPAIGN OVERVIEW

1.1 Background

In the year 2000, at the United Nations Millennium Summit, Australia stood amongst the largest gathering of world leaders in history and agreed on the Millennium Development Goals, a plan to halve extreme poverty by 2015. To help achieve these goals, Australia made a commitment to increase its foreign aid to 0.7% of Gross National Income (GNI). If each of the world’s 22 richest nations gave just 0.7% GNI in aid by 2015, as well as addressing crippling debt, unfair trade, corruption and climate change, then we really could make poverty history. 07.07.07 is the midway point to seeing the Millennium Development Goals achieved by 2015. With Australia’s foreign aid levels currently at 0.29% of GNI, we are falling short of the 0.7% commitment. To encourage our Government to keep its promises, the MAKEPOVERTYHISTORY ZEROSEVEN Road Trip was created. 1.2 Make Poverty History Zero Seven Roadtrip The 2006 Make Poverty History Concert in Melbourne raised awareness around the message that our generation can end extreme poverty. This was the largest and most successful youth-run music event in Australian history. In 2007 the youth organisers of this concert reunited to create a movement of young Australians who want to see Australia keep its promise to the world’s poor, the promise of increasing foreign aid to 0.7% of GNI by 2015. Co-coordinated by The Oaktree Foundation and the Reach Foundation, Zero Seven selected, trained and mobilised 700 Make Poverty History Ambassadors to journey across the country in a national youth roadtrip with one united purpose: encourage our government to increase foreign aid to 0.7% of GNI by the year 2015. 1.3 Vision To mobilise a generation of young people to journey across Australia and lead the movement of Make Poverty History. 1.4 Objectives 1) Unite thousands of young Australians in support of MAKEPOVERTYHISTORY 2) Raise awareness of the midway point to the Millennium Development Goals 3) Call on the Australian Government to commit to ending extreme poverty.

2.0 OBJECTIVE 1

Raising awareness of extreme poverty, the Millennium Development Goals, and the promise of 0.7% GNI in foreign aid was achieved in a number of ways, namely through media, ambassador campaigning, six Make Poverty History Concerts and through a historic display of support for Make Poverty History projected onto the sails of the Sydney Opera House on the eve of 07.07.07. 2. 1 MEDIA ZEROSEVEN attracted a significant amount of media attention across the nation. See attachment 1 for a full publicity report. The overarching tone of the editorial coverage was very supportive, and focused on profiling the youth ambassadors, the importance of the Millennium Development Goals and the historic nature of the Sydney Opera House projection. Total Reach The geographic and circulation reach of media coverage spanned across television, print, radio throughout Australia and the globe. • Total number of known media hits (min): 285

- Print Media (min): 186 - Television (min): 25 - Radio (min): 36

• Total print circulation: over 11,500,000 • Significant media hits include

- Dedicated segments profiling ZEROSEVEN on the Today Show, Sunday Program, the Channel Nine News and MTV

- 300,000 copies of the ZEROSEVEN DVD purchased through the Herald Sun (21 July 2007) - International coverage of the Sydney Opera House projection on CNN and BBC to

millions of people. - Over 150 print articles profiling the youth ambassadors in their local press outlets - Herald Sun Front page coverage of the free Zero Seven DVD (21 July 2007)

RAISE AWARENSS OF THE MIDWAY POINT TO ACHIEVING THE MILLENIUM DEVELOPMENT GOALS

MILLENIUM DEVELOPMENT GOALS

Goal 1. Eradicate extreme poverty and hunger Goal 2. Achieve universal primary education Goal 3. Promote gender equality and empower women Goal 4. Reduce child mortality Goal 5. Improve maternal health Goal 6. Combat HIV/AIDS, malaria and other diseases Goal 7. Ensure environmental sustainability Goal 8. Develop a global partnership for development

Quality The media received surrounding the ZEROSEVEN Roadtrip played a significant role in raising awareness surrounding the importance of the Millennium Development Goals and the need to increase foreign aid to 0.7% of GNI by 2015. Reporting was not limited to merely reporting on the concerts, but extended into issue based reporting. The ambassadors, campaigning and concerts provided a vehicle for this message to be taken to the Australian public.

- 51% of print media hits mentioned the need to increase foreign aid to 0.7% GNI, reaching a circulation of over 6,000,000 people.

- 24% of print media hits discussed the importance of the Millennium Development Goals in eradicating extreme poverty, reaching a circulation of over 1,717,515 people

Geographic Reach Media coverage reached the vast majority of Australia including television, radio and print coverage in NSW, ACT, Victoria, SA, QLD and WA. Tracked media coverage identified the following media hits in each geographic location.

Total Media By Location

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The geographic reach of the media was increased significantly due to the contribution of the Zero Seven Ambassadors. Each Ambassador was empowered to take the message of ZEROSEVEN to their local newspapers, spread across the country. Throughout metropolitan and regional NSW, ACT, Victoria, SA, WA and QLD the message of 0.7% GNI by 2015 reached the media spoken directly by the youth of Australia.

ZEROSEVEN DVD PROMOTIONS IN THE HERALD SUN

ZEROSEVEN OPINION PIECES

Herald Sun, 18 May 2007, pg. 22

Herald Sun, 22 June 2007, pg. 22

2.2 CAMPAIGNING On every day of the ZEROSEVEN roadtrip, ambassadors took to the streets to meet with the communities they were travelling through and raise awareness and support for the achievement of the Millennium Development Goals. Over 1,500 young Australians (aged 16 – 26) applied to become Make Poverty History Ambassadors and come on board the ZEROSEVEN road trip. 700 were selected, trained and equipped to campaign on the road for a week and beyond. These Ambassadors conducted public events and street campaigning across 6 states, 17 towns and cities, and directly reached over 50,000 Australians. The financial audit of the Road Trip is are currently being finalised and analysed, and will be released publicly before the end of 2007.

Road Trip Schedule Sun 1 July Mon 2 July Tue 3 July Wed 4 July Thu 5 July Fri 6 July WA Perth Perth Perth Perth Perth Perth SA Adelaide Adelaide Adelaide Mildura Wagga Wagga Sydney VIC Melbourne Ballarat Bendigo Bendigo Albury Sydney ACT Canberra Bega Narooma Bateman’s Bay Bateman’s Bay Sydney QLD Brisbane Bundaberg Toowoomba Byron Bay Byron Bay Sydney NSW Sydney Sydney Sydney Sydney Sydney Sydney

Note: Highlight = Concert location

ACT Ambassadors Queensland Ambassadors

South Australian AmbassadorsVictorian Ambassadors

2.3 FACE UP TO POVERTY The Face Up to Poverty petition provided the Australian public with a tangible way to show their support for the Make Poverty History campaign, and the target of 0.7% of GNI in aid by 2015. To identify themselves as individuals supporting Make Poverty History, Australians were encouraged to send in a photo of their face with Make Poverty History and their post-code written in the photo. Over 30,000 Australians ‘Faced Up to Poverty’ from 7 June 2007 – 7 July 2007. This campaign was generously supported by Optus, who hosted the website collecting all the photos, and produced a public display of the petition by creating a collage of thousands of Face Up to Poverty photos on a 10 metre high wall at Circular Quay from 1 July – 7 July.

NSW Ambassadors raising awareness of Face Up to Poverty in Sydney city

MX, 3 July 2007, pg. 2

2.4 MAKEPOVERTYHISTORY ZEROSEVEN CONCERTS During ZEROSEVEN one concert was held each day of the roadtrip, each day in a different state. Featuring the who’s who of Australian musicians, these events were more than just rock concerts, bringing together local communities in support of Make Poverty History to spread the message of 0.7% GNI across the nation.

Date Town Venue Attendance Bands 1/7/07 Perth Perth Concert Hall 800 Borne, True Live, Bliss n Eso,

Bias B, Custom Kings 2/7/07 Adelaide Adelaide

Showgrounds 920 Lowrider, TV Rock, Dukes of

Windsor, Guy Sebastian 3/7/07 Bendigo Bendigo Exhibition

Centre 1,700 Kisschasey, Antiskeptic, Blue

King Brown, Dallas Crane 4/7/07 Batemans

Bay Batemans Bay Bowling Club

600 Evermore, Little Birdy, Jess McAvoy, Bliss n Eso

5/7/07 Ballina Ballina Hotel 700 Evermore, The Hampdens, Symbiosis, Zoophyte

6/7/07 Sydney Sydney Opera House

1,800 Missy Higgins, John Butler Trio

Total 6,420

“No rock concert can stop 800 million people going to bed hungry every night … [but] if it takes a few concerts to remind Australians that more than a billion people live on less than $US1 a day, then we have achieved our objective.” - Hugh Evans (Herald Sun 29.06.07, pg. 22)

Missy Higgins, Sydney Opera House

John Butler Trio, Sydney Opera House

2.5 SYDNEY OPERA HOUSE PROJECTION To mark the midway point to achieving the Millennium Development Goals on the eve of 07.07.07, a historic display of support for Make Poverty History was projected onto the sails of the Sydney Opera House. Never before in history has a youth campaign achieved such a feat, and this amazing display captured the imagination of the millions of people around the world who caught sight of the moment through international media. This moment marked the finale of the ZEROSEVEN Road Trip.

3.0 OBJECTIVE 2

ZEROSEVEN united thousands of young Australians in support of Make Poverty History. This support extended beyond young Australians to the united Australians in support of Make Poverty History across the nation irrespective of age, geographic location and political persuasion. The 700 Make Poverty History Zero Seven ambassadors were selected to represent Make Poverty History and became the voice of this movement. These ambassadors spoke directly with more than 50,000 Australians and united young Australians, businesses, media, politicians and the Australian community in support of Make Poverty History and 0.7% GNI in foreign aid.

Ambassadors • Over 1,500 young Aussies aged 16 to 26 applied to become an Ambassador • 700 young Australians were selected as Make Poverty History Ambassadors General Public • Over 50,000 Australians were directly involved in Zero Seven activities • 300,000 Australians received the Zero Seven Roadtrip DVD in the Herald Sun • Over 30,000 Australians added their photo to the ‘Face Up to Poverty’ petition • Over 6,420 Australians attended one of five Make Poverty History concerts • 3,412 Australians signed up as Zero Seven supporters on www.zeroseven.org • Over 70,000 Australians visited the Zero Seven MySpace page Music Industry • 23 high profile Australian bands donated their time to perform at one of the

Make Poverty History Zero Seven Concerts including Evermore, John Butler Trio, Missy Higgins, Guy Sebastian and Little Birdy.

Businesses • Over 3,000 businesses publicly displayed their support for Make Poverty History • Hundreds of businesses generously supported the roadtrip including Principle

Sponsor Optus and Supporting Partners NAB and Waterfront City

Over 1,500 Australians between the age of 16 and 26 applied to become Make Poverty History ambassadors. After an intensive selection process, 700 ambassadors were selected to represent Make Poverty History on the Roadtrip. These ambassadors were not just participants, they drove the campaign. They took a month-long training course on issues of poverty, and were equipped to share the message of Make Poverty History with communities right across Australia.

UNITE THOUSANDS OF YOUNG AUSTRALIANS IN SUPPORT OF MAKEPOVERTYHISTORY

“We are ambassadors for more than a roadtrip. We are ambassadors for change, ambassadors for life, ambassadors for justice.” Mitch Kay, Victorian Ambassador

4.0 OBJECTIVE 3

At the heart of ZEROSEVEN message is the call for the Australian government to end extreme poverty by fulfilling their commitment to increase foreign aid to 0.7% by 2015. Throughout Zero Seven, ambassadors met with politicians of all political parties to discuss the Millennium Development Goals.

4.1 POLITICAL ENGAGEMENT The ZEROSEVEN team and ambassadors met with politicians from all sides of politics to discuss their commitment towards 0.7% including;

• John Howard (Liberal) • Kevin Rudd (Labor) • Philip Ruddock (Liberal) • Phil Barresi, Member for Deakin (Liberal) • Bob McMullan (Labor) • Maxine McKew (Labor) • Tanya Plibersek (Labor) • Christine Milne (Greens) • Kerry Nettle (Greens) • Bob Brown (Greens) • Natasha Stott-Despoja (Democrats) • Daryl Melham (Labor) • Sharon Greirson (Labor) • Anna Burke (Labor) • Bernie Ripple (Labor) • Pat Farmer (Liberal) • Bruce Baird (Liberal) • Catherine King, Member for Ballarat (Labor) • Steve Gibbons, Member for Bendigo (Labor) • Sussan Ley, Member for Farrer (Liberal) • Kate Ellis, Member for Adelaide (Labor) • Trish Draper, Member for Makin (Liberal) • Steve Georganas, Member for Hindmarsh (Liberal) • Gary Nairn, Member for Eden-Monaro (Liberal) • Louise Markus, Member for Greenway (Liberal) • Michael Keenan, Member for Stirling (Liberal) • Kim Wilkie, Member for Swan (Labor)

CALL ON THE AUSTRALIAN GOVERNMENT TO COMMIT TO ENDING EXTREME POVERTY

4.2 POLITICAL OUTCOMES During the ZEROSEVEN, the most significant announcement relating to an increase in foreign aid was announced during the Zero Seven Roadtrip by Opposition Leader, Kevin Rudd. On Wednesday 4 July 2007 Kevin Rudd announced that a future Australian Labor government will commit to raising our ODA (foreign aid) to a GNI (gross national income) contribution from 0.35% in 2010 – 2011 to 0.5% by 2015 – 2016. Whilst falling short the 0.7% target, 0.5% GNI in aid by 2015, represents over 8.8 billion dollars for the world’s poor. Support was also demonstrated by Prime Minister John Howard, allowing his photo to be taken in support of the Face Up to Poverty campaign (below). We invite Prime Minister John Howard to match and exceed Kevin Rudd’s commitment to 0.5% by 2015 prior to the 2007 Federal Election.

“A future Australian Labor government will commit to raising our ODA (foreign aid) to a GNI (gross national income) contribution from 0.35per cent in 2010-2011 to 0.5per cent by 2015-2016”

- Kevin Rudd

“We have significantly increased our assistance and we continue to keep with the announcement that I made at the UN meeting a couple of years ago”

- John Howard

5.0 ZERO SEVEN ROAD TRIP

The MAKEPOVERTYHISTORY ZEROSEVEN Roadtrip really did make history, writes Hugh Evans. During the week of the MAKEPOVERTYHISTORY ZEROSEVEN Roadtrip, Kevin Rudd announced that if elected, the ALP will increase foreign aid to 0.5% by 2015, which would see an increase of roughly $4billion directed to the world’s poor. Although this falls short of the 0.7% required to achieve the Millennium Development Goals, Rudd’s announcement is still the most significant commitment ever made by an Australian political leader towards alleviating global poverty. In the lead up to the roadtrip, a handful of misinformed skeptics claimed that Zero Seven may be ‘just another concert’. The week of the roadtrip put an end to such criticism. From 1 -7 July the Zero Seven Roadtrip saw over 700 young Australians take the message of Make Poverty History across our great sunburnt country. These young ambassadors spoke directly with more than 50,000 Australians as they traveled through regional and metropolitan centres in Victoria, WA, SA, NSW, QLD and the ACT. From Bundaberg to Bendigo, from Alice Springs to Albury, from Canberra to Circular Quay, the message was clear; for the Australian government to increase foreign aid to 0.7% by 2015. We met with countless politicians of all political parties to discuss the importance of increasing foreign aid, and received overwhelming support for this issue from all areas of community. Thirty thousand Australians added their photos to the Face Up to Poverty photo petition in support of make poverty history – both Kevin Rudd and John Howard included. From local towns to the international arena, Zero Seven made an impact. The Roadtrip finale ended with a projection on the Sydney Opera House on Friday 6 July, projecting the support the Australian public has shown for Make Poverty History to the world. The imagery of Australia’s most iconic building lit up with the faces of Australians who have faced up to poverty was beamed across the globe via BBC and CNN. In less than three months, the Zero Seven campaign reached over 11.5 Million Australians through print media alone. The commitment shown by both the Australian public and our political leaders has demonstrated that this Roadtrip was more than a series of concerts, but a steadfast movement to address one of the greatest moral and social challenges of our time. Concerts, petitions and projections are just the beginning and work is by no means over. Despite Kevin Rudd’s announcement, our goal remains 0.7 per cent by 2015 – the amount promised by our government in 2000. We invite the Coalition to match Labor’s commitment and demonstrate that it too is serious about ending extreme poverty. The Zero Seven Campaign clearly influenced two very influential leaders – namely Mr Howard and Mr Rudd. But the true success of Zero Seven must be measured by how this message has been heard by Australians at large - those who hold the real power to determine the outcome of this year’s federal election. HUGH EVANS is director of the Oaktree Foundation and a co-coordinator of the Make Poverty History Zero Seven Road Trip which took place from July 1 to 7. For more information visit www.zeroseven.org

Supported By

Coordinated By

www.theoaktree.org www.reach.org.au

www.makepovertyhistory.com.au