World Childhood Foundation

CASE STUDY

Challenge:

Her Majesty, Queen Silvia of Sweden, founded the World Childhood Foundation in 1999 together with 14 family foundations, private individuals and companies that all shared her vision.

Since then, the organization has grown to support children who are victims of abuse and sexual exploitation, street children, children in alternative care and families at risk in more than 100 programs annually in 17 countries. More than 1,000projects have received nearly $80 million from Childhood's offices in Sweden,Brazil, Germany, and the USA.

Although WCF is recognized internationally, it has had a low profile in the US, which has limited its ability to raise funds and attract both corporate and individual donors. We were engaged in 2016 to help the organization achieve a position of prominence as an innovator of programs that transform the lives of children and as a global advocate for children’s rights.

Strategy:

In the past, the organization has not courted the media or developed any relationships with press that covers this space. As the agency on record, we became the source for information and data on this global problem and revised the website and printed materials to become more user-friendly, particularly for members of the media.We developed an ongoing media outreach effort to both inform them and about the role of the WCF and generate top-tier coverage of the organization and its work. We also developed a series of media events in various cities that focused on WCF-supported projects.

Results:

Our work in raising awareness resulted in appointments to various boards such as the GlobalPartnership to End Violence Against Children and the National Coalition AgainstSexual Abuse. We generated extensive coverage of Childhood’s participation in the UN Broadband Commission for Sustainable Development that calls for action to make the Internet safer for children.

We also launched globally “Out of the Shadows: Shining Light on the Response to ChildAbuse and Exploitation”, a benchmarking tool that includes research on 60countries and was conducted by the Economist Intelligence Unit.

Top-tier national media across the spectrum now regularly cover the organization and its progress.

The WCF annual Gala in New York, attended by Queen Silvia, received extensive media coverage as well.

Both corporate sponsorships and contributions have increased dramatically and several prominent CEOs have now joined the Board, adding significant prestige and heft to the organization.