When the health entrepreneurs on the ground are the true heroes, empowering their own communities.
CLIENT Healthy Entrepreneurs
Brand Narrative Strategy
Digital Marketing Strategy
Healthy Entrepreneurs believes that everyone has the right to have a healthy family, to have access to good and affordable care. No matter where you live. For over 600 million people in Africa, this is not a reality. They have to cross long distances and spend more than double the money to get access to basic health care such as painkillers, sanitary pads, or malaria tests and medication. Collaborating with many different people and parties, and using and improving the existing infrastructure, Healthy Entrepreneurs is rewiring the system of healthcare provision. Everyone wins with their unique business model: community health workers get the opportunity to become entrepreneurs and bring health care close to home, so that community members gain easy and affordable access to it.
- Create a consistent brand story and develop the brand character into a strong and recognisable hero archetype.
- Find consistency and common grounds within the complexity of the organisation and diversity of target audiences: finding balance between the worlds of development aid and corporate investors, national governments, and rural African communities.
- Align the online presence of Healthy Entrepreneurs with their current success and their expected growth.
The first phase is to gain a deeper understanding of the complexity that the organisation deals with on a daily basis. Financers from both the corporate world and development aid. National governments whose infrastructures are tapped into. Local and global suppliers of products. Community health workers and customers in remote areas, where most people do not own a smartphone. How does the brand of Healthy Entrepreneurs interact with all these different parties? Who does the brand primarily communicate with? And what impact does that have on the brand voice and brand elements that form the brand identity of Healthy Entrepreneurs?
Through company-wide in-depth interviews with employees, we gained insights into the structure of the company. This formed the solid foundation to expand our research: from field visits to test brand elements with community members, to interviews with stakeholders, to online questionnaires sent out to employees of different country offices.
All the research results piled up together helped us to solidify Healthy Entrepreneurs’ brand identity in a brand book, and strategise the distribution of their message in a digital marketing strategy. The brand book helps the organisation align their communication in a consistent way, becoming a recognisable ‘hero’ brand towards all audiences. The digital marketing strategy functions as a guideline on how to prioritise focus, intertwine different communication channels and repurpose content to work more efficiently.
We see every challenge like a collaboration. Your story. Our strategy.
Projects check out the next
HUMAN ◀ WorkThe world becomes more human when people ask questions and take responsibility.CLIENT HUMAN Services Investigative journalism Writing and social media reporting About HUMAN is an online platform and broadcaster, looking at the world...