Abstract:
In the early time of its establishment, states tend to be skeptical
about the existence of the United Nations. Particularly on how
United Nations exercises its power which said to be costly,
ineffective and bias. As an experienced person to be involve in the
work of the Organization, Kofi Annan decided to rejuvenate the UN
public relations strategy. This include an increase in the
Organization’s engagement with renowned individuals which later
known as Goodwill Ambassadors and Messengers of Peace. Along
with the deployment of these individuals, Kofi Annan expects that
it would increase public support and awareness towards UN causes.
Portray a good image in the eyes of the people and raise UN
credibility in the view of its member states. This thesis thereby
explores the practices of Goodwill Ambassadors in advocating
UNICEF issues particularly on child protection in Ethiopia. By
presenting the evolution of UN public relations strategy and
historically examining Ethiopia’s development, this thesis helps to
explain how the United Nations exercises its power.
