As a large global health organization with a presence in 70 countries, PATH needed to develop an overall strategy to communicate its work to a variety of government, corporate, NGO, foundation, multilateral and individual stakeholders. Although PATH was founded five years before the first AIDS case in Africa was identified, some audiences were not familiar with its work and did not distinguish PATH from other organizations.
For several years, we worked with PATH on its brand and communications strategy as well as on a variety of advocacy efforts. We created a brand platform, value proposition and message architecture as well as advocacy plans for several PATH programs. On the advocacy side, we have worked with PATH teams to wage campaigns on everything from diarrheal disease among children, multipurpose prevention technologies for women's reproductive health, and vaccines for malaria.
As a result of the brand and communications strategy we developed, PATH now has internal identity guidelines and messages that direct its outreach efforts. Working in partnership with PATH's child survival advocacy team, we established a presence in the UK and built a coalition of international child health, water/sanitation and nutrition organizations to raise the profile and priority of child survival, including convincing the UK All Party Parliamentary Group on Pneumonia to expand its remit to include broader child survival issues. In 2016, we worked with inter-departmental teams at PATH to rename and rebrand PATH’s vaccine development efforts to CVIA, the Center for Vaccine Innovation and Access.
Photo: PATH/Amynah Janmohamed
Photograph courtesy of PATH. All rights reserved.
- Strategic Planning
- Partnership Development
- Branding & Communications
“Global Change Network has worked alongside our team from the inception of our child health/WASH advocacy network in the US to the extension of those efforts in the UK to the optimal positioning of our vaccine work. They are a true partner and we value our collaboration with them”
- Eileen Quinn, Director of Advocacy and Communications, Center for Vaccine Innovation and Access, PATH