Profile –

A civil society organisation working for women’s welfare and development with focus on areas like gender equity and governance, girl child education and improved reproductive healthcare. The organisation reached out to us for highlighting their initiatives undertaken towards maternal healthcare

Challenge –

•Regional player only, the initiatives undertaken were not at a National level (they were in only three different states- Jharkhand, Rajasthan and West Bengal)

•Lack of case studies/ data/ research

•Negative issue related to maternal healthcare were not to be highlighted (As the maternal healthcare industry is marred by issues related to governance, lack of infrastructure and system support)

•The spokesperson/s refrained from any comment related to government system lacunae and issues

Approach –

•Structured media outreach to every relevant health and social development media

•Devised a media relationship program for key select journalists covering the sector, regularly updating them about the challenges with maternal healthcare in India

•Highlighted about C3’s work done in the states and the need for such development at the national level. This helped journalists build a connect between state level and national level, helping them churn national stories out of it

•Wide coverage for Centre for Catalyzing Change’s spokesperson in relevant industry events and issues, tweaking their comments in complete positive light- like Union budget, Release of National Family Health Survey

Outcome

•Stories on their state level initiatives were covered extensively in national media

•Over a period of time, build a brand image for Centre for Catalyzing Change as a leading civil society organisation in national media