Reaching Common Ground
The David and Lucile Packard Foundation’s Population and Reproductive Health program and the Bill & Melinda Gates Foundation’s Reproductive Health team hired us to undertake an analysis of the international population, reproductive health, and family planning communications landscape to gain a better understanding of how the field talks about their work and how these messages impact their ability to achieve their missions. We interviewed communications and program staff at leading foundations and NGOs in the field and conducted a traditional and social media audit. Our discovery process made it clear that, while there was interest in creating unified messaging, notable tensions existed between those who saw reproductive health primarily as a women’s rights issue and those who saw it as a driver in global poverty and global health. As a result, we recommended and developed a message platform that focused on shared objectives versus shared values.