One of the world’s leading foundations was worried about the public conversation around global health issues and programs.
They were seeing great successes “on-the-ground” in poor and developing countries but the dialogue back at home was defined by problems, pessimism, and guilt on efforts to fight HIV, malaria and childhood diseases.
This narrative – especially in the midst of global economic challenges and budget deficits – raised the likelihood of freezes or cuts to government funding for global health programs.
The foundation sought a targeted, research-based campaign to begin to shift the discussion to successes, optimism, and opportunity.
Vianovo oversaw an extensive research effort that included in-depth-interviews with political and media opinion leaders, focus groups, and two national surveys.
Based on the research, we designed a groundbreaking message framework for talking about global health. It shifted communications from problem-based storytelling to progress-based storytelling and emphasized how global health investments lead to healthy, productive, self-sufficient lives.
We then helped the foundation design and launch the Living Proof Project. It included an online presence, targeted advertising, policy papers, and a major multimedia presentation by foundation leaders to policymakers and opinion leaders.