Strategic Media & Communications

Pi provides media and communications support to partners on key issues. Our approach to media and communications is based on a strong understanding of diverse audiences and platforms. We are storytellers with a strong grounding in social sciences, research, public health, and the creative and visual arts.

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Our communications work is informed by cultural understanding, data, media insights, and development issues. With our creative content and media partnerships, we aim to create culturally sensitive, appropriate, and relevant communication strategies to meet the needs of diverse audiences.

Some key principles guiding our work include:

  • What is the broad communication goal or outcome?
  • What does a granular analysis of the target audience tell us?
  • What are the most strategic and effective messages and platforms to engage audiences?
  • What are the strengths and risks of each strategy for our partners?

We view media and communications as a persuasive platform for disseminating evidence on key issues, creating engaging human stories, and engaging all stakeholders in multidimensional dialogues.

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We worked with partners and governments to design, develop, and implement India’s largest public-facing multilingual campaign on TB stigma at the national level. This initiative, in collaboration with traditional and new media partners, positioned stigma reduction as a critical component of TB care. It focused on creating public awareness, behavior change in the health workforce, and inclusive policies. The campaign highlighted the need for systemic stigma mitigation interventions in both the public and private sectors, where stigma within the health system remains a barrier to care.

In 2022, we designed, developed, and launched a multilingual, community-led, survivor-driven campaign on COVID-19 lived experiences in India. This campaign was developed to help partners highlight the pandemic’s impact on the health system and communities. The initiative, led by experts and survivors, brought attention to gaps in therapeutics, diagnostics, and technology that were exposed during the COVID-19 crisis. It emphasized the urgent need for increased investments in health systems to build resilience.

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Building Knowledge-Based Communities

Pi works to catalyze cross-sector coalitions to create impact for communities. We convene partners, experts, and communities to launch and sustain coalitions, ensuring effective coordination toward shared goals.

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Our initiatives span diverse areas, including:

  • Building Knowledge Communities: Foster groups united by a common interest to share knowledge and develop collaborative solutions.
  • Building Knowledge in Communities: Identify and address information gaps through public campaigns that provide solutions to critical issues.
  • Community Knowledge for Problem-Solving: Engage system stakeholders, end users, and local communities to harness collective knowledge for policy and program development.

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In partnership with communities and stakeholders, Pi created India’s first multilingual patient and community education program around TB. This program was designed to provide informational multimedia products that could be used in diverse settings to sensitise, engage, and inform TB-affected communities and their caregivers around issues of infection control, diagnosis, treatment, stigma, mental health, and life after TB. Several components of the program became highly popular on social media with over 900K views and comments. The program was used extensively by government and private sector partners in over 14 states.

Strategic Partnerships

We firmly believe in the transformative role of partnerships in problem-solving. At Pi, we engage with a diverse range of stakeholders to generate innovative solutions and cultivate lasting momentum for addressing critical issues.

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We work to implement a strategic approach to partnerships which can potentially mitigate the traditional challenges in long-term partnerships. This is based on shared concepts of power, risk, management and accountability to equal or mutually agreed degrees among partners.

Our work covers a multiplicity of roles including identifying, promoting, building and managing partnerships of different types and levels of complexity. We specialise in connecting ideas with supporters, products with markets. We aim to help navigate the partnering journey by aiding each stakeholder in mapping out and planning their route to achieve identified outcomes.

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Pi worked as a supportive intermediary to establish and facilitate crucial stakeholder partnerships aimed at improving access, communication, and awareness.

Pi worked with partners to Forge partnerships among these stakeholders to spotlight critical health and development issues. These collaborations have encompassed highlighting solutions, raising awareness, advocating for policy changes, and fostering national and regional accountability for key development matters.

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Inclusive Strategy Development

We see strategy not just as a roadmap to success but as a problem-solving tool that helps organizations reach their full potential. A strong strategy should be long-term, adaptable, and create value beyond profit and ambition.

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Strategy should be inclusive, engaging organizations, people, and markets in long-term dialogue. In times of uncertainty, bold responses are needed. We help our partners seize opportunities, reimagine themselves, and unlock new sources of growth and value through evidence-based, adaptable strategies.

We collaborate with partners to design strategies through inclusive discussions, diverse perspectives, and flexible frameworks. Key focus areas include:

  • Developing issue, market, and product strategies
  • Advising, building, and implementing social sector strategies and business models
  • Creating tailored strategic planning processes
  • Developing people-centric and sustainability strategies

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Pi worked with key stakeholders to co-develop a large scale up strategy for informational public health products that was used to engage and work with public and private sector partners, and non profits to upscale a multimedia campaign on diagnosis, treatment and private sector engagement for one of India’s largest infectious disease programs. The strategy was implemented across states with strong reported outcomes.

Developing Community Insights

We believe that community insights empower our partners to understand challenges deeply and create solutions that address real human needs. Our team of engagement specialists uses participatory research, community knowledge, and data-driven approaches to transform insights into actionable strategies.

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Developing strategies without community insight can limit the impact and growth of both nonprofit and for-profit organizations. We support our partners in designing engagement approaches that ensure community voices are heard and translated into meaningful action.

Our methodologies prioritize community perspectives, ensuring that insights are not just gathered but effectively used to shape programs and strategies.

By leveraging diverse disciplines and innovative research methods, we help organizations better understand their communities and end users, transforming engagement strategies and reshaping decision-making frameworks.

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Pi worked as a supportive intermediary to establish and facilitate crucial stakeholder partnerships aimed at improving access, communication, and awareness.