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Can you use strategic communication to tell a 12-year story and shape a national movement?
Client
Project Concern International (PCI) India
Context
PCI India developed and validated a proof of concept for integrating health and nutrition interventions into Bihar's state rural livelihoods programme. Despite the programme's depth, scale, and evidence-based impact, visibility and resonance among key decision-makers remained limited. The task was not strengthening the intervention, but strategically communicating its value proposition.
The Challenge
PCI did not just want visibility. They wanted influence. The real aspiration was to:
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Position this long-running, grassroots-driven initiative as a national blueprint.
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Convince government, funders, and NGOs that the model is scale-worthy.
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Translate 12 years of layered learnings into a crisp, compelling narrative that could cut through policy noise and inspire adoption.
Insight
Reframing PCI's work through strategic storytelling, repositioning it from "another successful programme" to a pioneering, scalable model for integrated development, and amplifying voices from grassroots to government.
Solution
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Deep dive into PCI archivesReviewed 12 years of research, reports, and media to distil insights into clear narrative pillars.
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Stakeholder mappingIdentified key audiences, their influence, and their interests to tailor messaging for maximum resonance.
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Communications strategyDeveloped a multi-platform strategy across brand identity, messaging pegs, and content formats, bridging grassroots credibility with policy relevance.
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Multi-platform storytellingEnvisioned a storytelling ecosystem that translated complex systems outcomes into human stories, with collaterals built to resonate at both policy and programmatic levels.
Output
The campaign was anchored by the Parivartan+ identity: Transformed Lives. Thriving Livelihoods.
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Social media content: 21 posts across 7 weeks, three a week, spotlighting impact, elevating grassroots voices, and framing insights for stakeholders.
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Video stories: 90 to 120 second day-in-the-life vignettes showcasing self-help group meetings, nutrition sessions, and kitchen gardens.
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Engagement with field cadres to bring on-ground stories to the fore.
Impact
Reframed a complex, long-running intervention into a clear, human, and credible narrative, equipping PCI to move beyond visibility toward influence with the government bodies, funders, and NGOs it needed to reach.