Context

This is an international communications strategy with assets I presented to the Rutgers International team for a potential international communications consultancy project. While neither of us proceeded on with the consultancy (this means we did not work with each other), I felt the document and assets created were strong fits, adaptable to other international programmes across the world and I wanted to share it here.

Need

Rutgers works to improve the sexual and reproductive health and rights in the Netherlands and in Europe, Asia, Africa and Latin America. The organisation was in a pivotal transition: reduced international programme activity but had a stronger need for cohesive digital communications and a compelling global voice. With multiple initiatives like Right Here Right Now and Power to You(th) running in parallel, it was clear that Rutgers required an aligned, high-impact comms roadmap that could unify messaging, uplift youth voices, and respond to shifting SRHR landscapes, all with leaner capacity. Which is where my strategy and expertise came in.

View deck online

Solution

Based on my prior experience being on the board of multiple female and SRHR focused NGOs, and having actively worked in the development space, I proposed the development of an international communications strategy focused on brand alignment, digital storytelling and an updated visual identity/brand recognition. My solution included:

• A visual-first comms report structured around Rutgers’ core programmes and visual identity
• Strategic recommendations and templates (motion and graphic designs) to unify branding and content across teams and platforms
• A monitoring framework with tailored KPIs for engagement and advocacy impact
• Sample content calendars, messaging matrices, and visual templates for youth-focused storytelling
• Tactics to amplify youth voices through UGC, influencer partnerships, and targeted campaigns
• Tools and workflow suggestions for leaner teams to work more effectively

I also created a LinkedIn campaign motion design and captions designed to increase reach and invite community dialogue. The aim was to transform high-level reports into relatable, human-centered narratives.

My solutions were created with the potential to

• Deliver a multi-part comms strategy deck, aligning Rutgers' international brand and messaging across national and global programmes
• Translate SRHR policy into engaging digital content that spark easy conversation, insight the skin in the game framework and increase visibility
• Design scalable assets (e.g. templates, calendars, playbooks) for Rutgers’ internal teams to use long after the consultancy
• Support internal implementation (social media management) and task alignment across communications and programme teams globally
• Highlight Rutgers’ expertise and values in ways that resonate across audiences, from young advocates to donors and policymakers