Bill & Melinda Gates Foundation: When family planning had a better plan

The Bill & Melinda Gates Foundation used a 360-degree approach to speak to newlywed couples and change the family planning narrative to tackle the issue of early pregnancy in India.

Campaign details

Brand: Bill & Melinda Gates FoundationBrand owner: Bill & Melinda Gates FoundationLead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Charities & voluntary organisationsMedia channels: Content marketing, Direct marketing, Mobile & apps, Outdoor, out-of-home, Point-of-purchase, in-store, Print, Radio & audio, Television, Websites & micrositesBudget: Up to 500k

Executive summary

Married couples in small towns and rural India have been repeatedly targeted with directional messaging to control family size, whereas the most common and ignored 'early pregnancy' had devastating consequences to the mother and child health.

The campaign leveraged...

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