Foundation and Advocacy – Clarity Creative

case study

Foundation Leadership & Advocacy

The challenge:

Garner public attention for The Bill & Melinda Gates Foundation’s private-public partnership aimed at eliminating neglected tropical diseases (NTDs).

The result:

A spike in western and endemic coutnry media coverage, a global convening of leadership, and a Guinness World Record.

the challenge

Getting eyeballs and actions to end neglected tropical diseases

As part of an agile advocacy and communications team alongside Global Health Strategies, Clarity Creative founder Kate helped design and implement a strategy to garner public attention for industry and government actions aimed at eliminating neglected tropical diseases (NTDs). The months long campaign revolved around a global Summit in April 2017.

Role included:

Leading the digital media strategy;
Driving creative content strategy
Overseeing the M&E team to measure success.

step 1

Mapping stakeholders and their channels of influence

To ensure our strategy would achieve desired results, the first step was conducting an audit of all key stakeholders and digital media.

This involved interviewing leadership, conducting a media analysis, and developing strategic messages.

Step 2

Develop a central hub for global activists to align on core messaging

The influencer and activist landscape was complex, requiring mapping and serious coordination skills to unify and maximize advocacy efforts.

Kate led the strategy and development of an advocacy coalition content hub, where organizations and activists around the world were able to pull content for their channels.

The strategy aligned global networks and activists around joint key messages (distributed internally) and hashtags, with easy-to-follow social media leads.

Step 3

Design content and write op-eds that capture attention.

Drawing on the data from discovery and best practices, we immediately positioned the nonprofit’s communications channels to act as a trusted platform of information and connection.

Society was learning new things daily about how COVID-19 affected pregnant and postpartum people everyday, contributing to a atmosphere of fear. To combat this and scale impact, we built a ‘COVID-19 Maternal Health Resource Hub’ on our website, which was promptly shared by major news sources and generated new leads. This remained a top referral page on the entire website for more than a year.

We then transformed Instagram and Facebook into platforms of storytelling and connection. Mothers felt alone, and we made sure they knew that they weren’t with rich storytelling, user-generated content, and a variety of opportunities to take action and support maternal health and mothers.

results

This commitment has been one of the largest and most impactful health interventions in the world.

bill & melinda gates foundation

Gates Notes

performance indicators

Key results for Gates Foundation

media placements

0 +

The Summit campaign secured accurate and above-expectation coverage in both endemic and donor markets.

views

0 M+

Content was viewed by millions.

World record!

As part of our media strategy, we coordinated efforts to set a world record.

A world record?

Watch the Gates Foundation’s Recap video (ft. several of my team members).

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