Paper details

Paper authors	Isabella Leyh
In panel on	Participation and Accountability in Humanitarian Disaster Management
Paper presenter(s) will be presenting	In-Person / Online

Abstract

One key aspect of the relationship between humanitarian actors and aid recipients that has so far failed to receive sufficient scholarly attention is the INGO brand. Anyone who has worked in a humanitarian emergency can attest to the fact that INGO presence brings with it a wealth of logos and signs. Upwards accountability and the need to demonstrate presence to donors explains the development of an ‘aid agency supermarket’ in humanitarian emergency situations where no tent is left unbranded and every food ration carries a logo. In the context of emergencies, the brand is not developed with affected communities in mind but used as a competitive tool in a scramble for visibility and territory – often at the expense of local responses and aid efforts.

This paper explores in how far INGO branding could and should be used as a mechanism to improve downwards accountability to affected populations. It builds on the assumption that participation is contingent on communication and information sharing. In order for affected communities to voice their opinions, participate in decision-making and hold those providing aid accountable, they need to understand who they are talking to and what expectations they can have from aid providers carrying a logo. A brand is a powerful tool to facilitate this information exchange, communicating the mission and values of an organisation when targeted and used correctly.

Through expert interviews with INGO branding managers the paper demonstrates that using INGO branding to advance accountability to and foster participation with those at the receiving end of aid is not only desirable, it is feasible and may happen sooner rather than later.

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