Planning communications for systemic change
NYC Family Policy Project (FPP) was already becoming a trusted voice in the child welfare community since their founding in 2021, but they were eager to reach audiences beyond their circle and amplify their work. Big Duck developed a 12-month communications plan to reach influential new audiences who can take action to support families and communities impacted by the child welfare system.
Building the right strategy
Although the NYC Family Policy Project had established itself as a source of trusted and accessible information about child welfare, it was still a relatively new organization. Facing the challenge of being a small team without any dedicated communications staff, they required a communications strategy aligned with their focused capacity.
Research to inform a fresh approach
Big Duck’s research revealed a strong desire for content that is both digestible and easy to share. People were excited for storytelling, particularly data-driven narratives that illustrate the broader social impacts of child welfare policy. This feedback underscored the need to present complex analyses and evidence in accessible ways that equip their audiences to share and take action to reduce harms of the child welfare system.
A roadmap for action
We developed a clear, 12-month plan that helped FPP prioritize their communications efforts and reframe child welfare narratives, while also building their internal capacity. The plan equipped the FPP team with an actionable roadmap, and as a result, they have since seen audience growth and higher engagement with email and media outreach.
