It’s about demonstrating a return on investments. Nowadays, everyone is potentially a journalist. Mobile phones enable us to film what’s happening before us and record decent sound (if you know what you’re doing). This is a blessing and a curse. For the development sector, it’s terrific. It means showing your results, of ‘aid in action’, improving lives of the more vulnerable has never been easier. The costs of gathering multimedia content have been drastically reduced. This is especially helpful for smaller non-governmental organisations (NGOs), who sometimes believe it is harder for them to cut through when they are competing in a crowded campaigning space alongside much larger organisations. It all means smaller NGOs can more easily punch above their weight, especially if their programmes are community-focussed, which is not always the case for larger organisations, including the UN sector. So, showcase results of ‘aid in action’, of when aid is making an impact and improving the lives of the more vulnerable. Interestingly, more and more journalists in diverse media markets are calling for exactly this; proof of aid working. No longer are they wowed by large donations in the development sector. The first question is often: “Can you take me to a community where I can interview those who are benefitting from these large donations?”. It’s all about demonstrating a return on investments.