Activating the power of networks to create global change
How can a global network turn local action into collective power?
Family for Every Child is a global network of local NGOs working to protect children and uphold their rights.
Its decentralised model is one of its strengths, but it also creates fundamental communications challenges:
- Members operate independently, with different priorities and realities
- The issues they work on are complex and sensitive
- Shared campaigns need to work across countries and cultures, without central control over delivery
Communications had become fragmented, with inconsistent messaging limiting the network’s ability to build momentum and demonstrate collective impact.
At the same time, the organisation’s brand and messaging lacked clarity, with no flexible visual system and a proposition that was difficult to articulate.
The challenge was not simply to improve the brand, but to create a communications approach that could work across a decentralised global network.


The approach
Clarifying the core narrative
We established a clear foundation for communications by developing a Theory of Change and defining what campaigns were intended to achieve – moving beyond awareness to focus on meaningful outcomes.
Designing for a network
Created messaging frameworks and tools that could be used across different countries and contexts, balancing global consistency with the flexibility needed for local adaptation.
Connecting strategy to execution
Ensured that strategy translated into practice – developing not just ideas, but practical tools, assets and systems that could be applied across campaigns, content and fundraising.
Embedding communications across the organisation
Aligned communications across key areas – including campaigns, fundraising, publications and digital – creating a more coherent and consistent approach overall.
“HopeWorks combines strategic thinking with technical delivery in a way that’s rare. They get under the skin of complex issues and turn them into clear, effective communications.”
Andrea Thompson
Director of Fundraising and Communications
Blue Umbrella Day
As part of the wider partnership, we developed Blue Umbrella Day – a global campaign designed to turn coordinated local action into collective influence.
Rather than creating a campaign that depended on central delivery, we designed a model that local partners could adapt and lead themselves, multiplying activity across the network.
This included:
- Facilitating development of the campaign Theory of Change
- Defining the strategy, name and visual identity
- Recruiting and supporting in-country leads
- Creating toolkits, participation packs and campaign assets]
- Producing digital content including video and a dedicated website
That approach allowed the campaign to scale far beyond what a centrally managed model could have delivered:
- 27 organisations participating across 23 countries
- 45,000+ people engaged through community events
- 1M+ people reached through media and online content
- 50,000+ signatures collected globally
- Campaign impact recognised by the United Nations

“HopeWorks helped us shape the Blue Umbrella Day campaign to influence audiences while handling a sensitive issue with care. Their ability to reflect on-the-ground realities and work across cultures was key to its success.”
Lopa Bhattacharjee
Director of Impact
More work
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Family for Every ChildBrand refresh and website
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Think Local Act PersonalWeb, resources and communications support
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Dementia Change Action NetworkBranding, website and launch communications
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Wellbeing TeamsBranding, website and ongoing communications
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UK Trade & InvestmentUK in China brochure design
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National Co-production Advisory GroupLogo design
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Family for Every ChildChildhood on the Move campaign
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NHSWayfinding
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Chinese Arts CentreWeb
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Lion ALERTWeb
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Mirfield Town CouncilArts trail branding and wayfinding
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Family for Every ChildDonor magazine strategy, writing and design
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Family for Every ChildAnnual report writing, editing and design
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Alzheimer’s SocietyCommunications support
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Helen Sanderson Associates USAWeb design and build
