USAID Message Manual - March 2019

In support of America's foreign policy, USAID leads the U.S. Government's international development and disaster assistance through partnerships and investments that save lives, reduce poverty, strengthen democratic governance, and help people emerge from humanitarian crises and progress beyond assistance. The Agency's mission statement represents the goals and aspirations of USAID, its many partners, and the people it assists around the world. It emphasizes the importance of shared interest and common humanity, recognizing that Americans and people from around the world have a common interest in progress. The mission statement is rooted in collaboration, partnership, and shared knowledge, requiring the support and participation of multiple stakeholders. USAID's core message must be understood and effectively communicated by key ambassadors, including USAID staff, Washington policymakers, donor nations, the American public, and host country audiences. These audiences include USAID program recipients, youth, women of childbearing age, parents, and healthcare providers, as well as local, regional, and national government officials, tribal, religious, and community leaders, journalists, and bloggers writing about development issues, NGOs, private sector partners, and others in the development community. To maximize messaging resonance, USAID must devise tailored communications that speak directly to each of its audiences in a way that consistently reinforces the significance of their participation. This can be achieved through the three lenses of "what," "how," and "why." The "what" lens refers to the Agency's Achievable Goal, a clear articulation of its programmatic objectives, including a larger goal when possible and evidence on why the goal is obtainable. The "how" lens defines USAID's unique approach, explaining what the Agency does to meet its goals and how its approach is different from others. The "why" lens expresses the common good, highlighting the benefits of USAID's work for people around the world, including those in the United States. USAID's message framework emphasizes the importance of inclusive growth, results, and accountability, resilience, and partnership. The Agency's work benefits people around the world, including those in the United States, and is guided by a focus on the common good, which includes messages such as it being the right thing to do, good for local and global economies, and protecting all of us and our shared resources.