GATHERING INSIGHTS TO ENCOURAGE POLICY COMPLIANCE

The Bill & Melinda Gates Foundation is dedicated to improving the quality of life of individuals around the world. The Foundation has invested significantly in approaches to improve nutrition through advocacy, technical assistance and strengthening food systems. 


CHALLENGE

The Bill & Melinda Gates Foundation sought to improve understanding of stakeholder groups in order to establish an effective new approach to influence compliance with the International Code of Marketing of Breast-milk Substitutes.

IDEA

> Design a multi-dimensional communications research strategy to gather tangible influencer perspectives in order to identify effective ways to communicate around issues related to the marketing of breast-milk substitutes. The research strategy used included:

Media review: 100+ articles reviewed from top-tier and trade/health/policy media over an 18-month period

Social media review: 12-months of social media content on Twitter, Facebook and blogs reviewed

Stakeholder interviews: 65 interviews conducted among core stakeholder groups (Investors, Consumers, Health Care Professional Organizations, Governments, Global Business Engagement Platforms)

RESULTS

Research insights were prioritized into 10 key findings, clearly communicated through infographics and supporting quotes from stakeholders. The insights also informed a campaign architecture, including key messages, call to action, topline action plan and identification of potential stakeholders for involvement.