For more than 50 years, the David and Lucile Packard Foundation has worked with partners around the world to improve the lives of children, families, and communities—and to restore and protect our planet. The foundation wanted to communicate the importance of reproductive health and international family planning and to position them as critical issues for global health and development more broadly.
For ten years, we worked with the David and Lucile Packard Foundation to help build awareness of international family planning through a multipronged approach including message development, public relations, advocacy, traditional advertising and online outreach. As part of the DDB team, we used strategic messaging and partnership opportunities to help the Packard Foundation connect reproductive health and international family planning with related global issues such as HIV/AIDS and economic development.
In 2000, we launched Planet, a full-scale campaign, which increased overall awareness of international family planning an average of 20% for the target audience and grew online newsletter subscriptions 20% per month over a 10-month period.
- Campaign Execution