I've been working at Save, campaigning for the rights of children in conflict for as long as the 7-year war in Yemen has been destroying children's futures. For most of that time, conversations with friends about the day-to-day atrocities that kids suffer - when their schools are bombed, when they're recruited to be armed fighters, or when geopolitical power play means impunity for human rights abusers - has largely lasted about 2 mins. It's nobody’s fault, it's just easier both emotionally and conceptually to talk about things that feel closer and more relevant.
Ukraine
But for the last three weeks, most people who know I work for Save the Children have asked me questions about Ukraine. Across the UK there has been an incredible outpouring of solidarity for those living in the grip of this conflict. A huge number of people have done something to help people they'll never meet; stretching across borders and reaching out to strangers.
Semiotics
Three years ago, we collaborated with a semiotician to delve more deeply into how to make an empathy shift like this happen for all children living in war. What is people’s cultural framing on conflict and how do we find a point of connection with them to raise awareness of the plight of children across the world?
Semiotics is a method for analysing how culture shapes people's perceptions and behaviours at a subliminal and subconscious level. For conflict issues, with the majority of people who live in the UK never having experienced it first hand, perceptions are therefore almost entirely reliant on culture and the media for their formulation.
Four things we learned which matter now
People need to see a clear delineation between good and evil to engage. This is similar to the way we now view WWII - that fundamental pillar in our British identity. We're fed a diet of hero stories through popular culture, from Lord of the Rings, to Star Wars; all are stories of with a clear sense of good and evil, and people who’ve overcome adversity. Since the invasion of Iraq in 2003, there’s been endless coverage of war in far-away lands - from DRC to Syria to Myanmar. It's highly complex, there are no clear heroes or villains and we don't overtly see the ‘values’ and the ‘honour’ we need to feel connected. In contrast, Ukraine has Zelensky - a modern day hero, perceived by Western media to do things selflessly and make sacrifices for the greater good – like when he was offered the chance to leave Ukraine, but he stayed behind with his people.
We all have a deep sense of futility about these ongoing wars - which affects us at a highly emotional level; I.e. people feel this deep within themselves and really question what difference they as individuals can they make. With Ukraine, it feels easier to see how individuals, whether donating things, or money, or urging governments to take action, can make a difference – lots of our best performing content has been seeing the humanitarian operations on the borders being set up, as a result of people’s donations.
Children can stand for moral goodness in war - but we don't tell enough of their stories. Stories of children being children. Last Friday on Comic Relief, I watched a girl in a Ukrainian basement singing ‘Let It Go’ from Frozen – a beautiful moment of normality in the chaos and a nod to a future generation of Ukrainian that must be protected.
We need hope to want to engage. And despite the awfulness of the ongoing conflict, we’ve seen how, as citizens of the UK we have agency to push for change. Within days there were stronger sanctions, a more flexible asylum process, and commitments from big business on their posture – in part because of the power of ordinary citizens taking action.
What next?
Over the last few weeks, I think many of us who've supported Ukrainian children have felt part of a bigger team - one that overcomes borders and strangers; one that's propelled by humanity. I am hopeful that it’s possible to apply some of the lessons above to conflicts all over the world – and it must start by working harder to tell the right stories, to hand over our platforms to children who can share their own experience.
For those of us working on issues of conflict, this is the time to push boundaries, remember that our voices are hopeful and that together we can shift power far beyond ourselves to move powerful governments and institutions into action.
#teamhumanity
