MSI Reproductive Choices

Driving support for women’s sexual and reproductive health in the Asia-Pacific region

Working in 36 countries across the globe, millions of the world’s poorest and most vulnerable women trust MSI Reproductive Choices to provide them with the quality sexual and reproductive health care they want, and need.

We were approached by the team at MSI Reproductive Choices Australia (formerly Marie Stopes International) to help them increase awareness and drive support for their transformational work in the Asia-Pacific region.

No two organisations are the same. For this reason, I’m Content has no prescribed off-the-shelf solutions for our partners’ creative challenges.

Instead, we worked collaboratively with the MSI Reproductive Choices team, to identify their major content strengths and weaknesses – providing advice and technical expertise to help them execute their communications and engagement strategy and drive support for their critical programs.

As an organisation who traditionally worked 'behind the scenes', communicating the value of their work and growing their brand reach was essential for increasing donor support and funding.

The challenge was that they were lacking impact stories and strong visual content demonstrating the impact of their work in the Asia-Pacific region. They needed assets which could help tell the story of ‘transformative choice’ – to communicate the benefits that access to high-quality sexual and reproductive health services bring to the millions of women who use their services.

It's impossible to be authentic in your storytelling without going to the source of your story. With MSI Reproductive Choices, this meant speaking directly with the women who use and receive their services across the region.

After careful preparation and pre-production – including complex project management, logistics and communications planning – we undertook two seperate field trips to Myanmar and the Philippines to speak with women and their families directly. We interviewed, filmed and photographed dozens of women in each country. We tried to get to the heart of what it means for women to be able to take control of their sexual and reproductive health. We also took the opportunity to interview leading international health experts and in-country staff members.

Arriving back in Australia, we supplied MSI Reproductive Choices with a rich catalogue of communications assets from both trips, ready for use by the Australian team, the global communications team, and the respective country teams that we visited. This content was used across major fundraising, marketing and communications campaigns, as well as being used to update the corporate website, and in annual reporting and grant submissions.

Human stories connect us all, and the results were powerful.

It was inspiring to be part of this project and help an organisation, who do such vital work, successfully harness the power of storytelling to drive impact.