Family for Every Child
Family for Every Child
Activating the power of networks to create global change
THE CHALLENGE
How can a global network of changemakers leverage their power?
Family for Every Child is a network of local NGOs working in child rights.
This model creates fundamental communications challenges:
- Members operate independently, with different priorities and realities
- The issues are complex and sensitive
- There is a need for shared campaigns, but without central control over delivery
Family struggled with inconsistent messaging, meaning that communications were fragmented and delivering limited impact at a global level.
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 just to improve the brand, but to create a communications approach that could work across a decentralised global network.
THE CHALLENGE
How can a global network of changemakers leverage their power?
Family for Every Child is a network of local NGOs working in child rights.
This model creates fundamental communications challenges:
- Members operate independently, with different priorities and realities
- The issues are complex and sensitive
- There is a need for shared campaigns, but without central control over delivery
Family struggled with inconsistent messaging, meaning that communications were fragmented and delivering limited impact at a global level.
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 just 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
What we delivered
Over a multi-year partnership, HopeWorks developed a joined-up set of communications tools, campaigns and platforms designed to bring clarity to the organisation’s messaging and support delivery across a global network.
Brand and foundations
- Brand refresh, including a more flexible visual system
- Development of core messaging and positioning
- A defined approach to campaigning for a decentralised, international network
Digital platforms
- Design and build of the main website
- Creation of email templates and mailing systems to support ongoing communications
Campaigns and communications
- Development of the organisation’s first global campaigns, including Blue Umbrella Day
- Social media management and content creation
- Paid social campaigns to extend reach and engagement
- Fundraising materials and supporter touchpoints
- Writing and delivery of public-facing appeals
Content and publications
- Writing, editing and design of annual reports
- Development of supporter magazines
- Design of research reports
What we delivered
Over a multi-year partnership, HopeWorks developed a joined-up set of communications tools, campaigns and platforms designed to bring clarity to the organisation’s messaging and support delivery across a global network.
Brand and foundations
- Brand refresh, including a more flexible visual system
- Development of core messaging and positioning
- A defined approach to campaigning for a decentralised, international network
Digital platforms
- Design and build of the main website
- Creation of email templates and mailing systems to support ongoing communications
Campaigns and communications
- Development of the organisation’s first global campaigns, including Blue Umbrella Day
- Social media management and content creation
- Paid social campaigns to extend reach and engagement
- Fundraising materials and supporter touchpoints
- Writing and delivery of public-facing appeals
Content and publications
- Writing, editing and design of annual reports
- Development of supporter magazines
- Design of research reports
BLUE UMBRELLA DAY
From local action to global change
As part of this work, we developed Blue Umbrella Day – a global campaign designed to mobilise coordinated action across a decentralised network.
We designed a system that could be adopted by local partners to multiply local action for wider change. This included:
- Facilitating the development of the Theory of Change
- Defining the strategy, name and visual identity
- Recruiting and supporting in-country leads
- Creating toolkits, participation packs and campaign assets
- Delivering digital outputs including video and a dedicated website
This approach proved critical to the campaign’s success, allowing it to scale far beyond what a centrally managed model could achieve:
- Delivered by 27 organisations across 23 countries
- 45,000+ people engaged through community events
- 1M+ reached through media and online content
- 50,000+ signatures collected globally
- Recognition of impact by the United Nations
Our systematic approach to turning local action into global change has helped them multiply their impact.
BLUE UMBRELLA DAY
From local action to global change
As part of this work, we developed Blue Umbrella Day – a global campaign designed to mobilise coordinated action across a decentralised network.
We designed a system that could be adopted by local partners to multiply local action for wider change. This included:
- Facilitating the development of the Theory of Change
- Defining the strategy, name and visual identity
- Recruiting and supporting in-country leads
- Creating toolkits, participation packs and campaign assets
- Delivering digital outputs including video and a dedicated website
This approach proved critical to the campaign’s success, allowing it to scale far beyond what a centrally managed model could achieve:
- Delivered by 27 organisations across 23 countries
- 45,000+ people engaged through community events
- 1M+ reached through media and online content
- 50,000+ signatures collected globally
- Recognition of impact by the United Nations
Our systematic approach to turning local action into global change has helped them multiply their impact.
“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