World Rabies Day 2026
A media campaign for World Rabies Day, aimed at a few dozen decision-makers. That was the brief the Global Alliance for Rabies Control (GARC) brought us for Kenya, and the reason our NGO campaign strategy began with the people who needed to act.
At a glance
Client: Global Alliance for Rabies Control, Communities Against Rabies programme
Sector: International animal and public health NGO
Geography: Kenya
Campaign: World Rabies Day, 28 September 2026
Our role: Research, strategy and campaign content
The brief
GARC wanted Kenyan media coverage around World Rabies Day to bring Kenyan organisations into its Rabies Centres of Excellence network. Media reaches thousands of people. Membership is decided by a handful of institutions: veterinary associations, universities, county veterinary departments and animal welfare groups. Reaching the right few was the job.
What we did
Who has to act
A researched brief mapped the institutions whose decision the campaign existed to influence, ranked them, and set out what to say to each and how to tell whether it worked. A ranked list of twelve Kenyan organisations, checked against the 34 GARC had already approached, turned that map into a call list.
- Audience and communications brief. Who to reach, what to say, which channels to use and how to measure it.
- Organisation contact list. Twelve Kenyan organisations ranked by fit for membership.
What they would see
Every piece of content was written for a named audience and built so GARC’s team could publish it without us.
- Feature article. Built around Kenyan organisations already in the network, so a prospect met their peers.
- Media pitch note. Subject lines, a full pitch email and a follow-up, ready for GARC’s team to send to national outlets.
- Media contact list. Named journalists and editors, each rated for how far to trust the contact details.
- Eight social posts. LinkedIn posts for two audiences, with captions, visual briefs, a publishing schedule and tracking set up before the first post.
What happened
The campaign was set up to be read afterwards, and we stayed for that part.
- Campaign tracker. One workbook for posts, press, enquiries and contacts, with a summary that updates itself.
- Support and review. Help with contact issues once outreach began, then a written reading of the results with a confidence level on each finding.
In GARC’s words
“Thank you also for being so thorough with the contact lists and for cross-checking these against our existing outreach. The additional organisations and named media contacts will be very useful, and the confidence levels are particularly helpful.”
Kerenza Vlastou, Community and Outreach Director
“Many thanks again for all your work on this, it’s been really helpful in getting everything ready for the campaign.”
Kerenza Vlastou, Community and Outreach Director
“I’m definitely going to steal that idea.”
Antoinique van Staden, Communications Manager, on the campaign tracker
What this looks like for your organisation
- Your audience is the public, but the decision sits with institutions. We map who decides, then build the content and the contact lists for them.
- You are testing a message in one market before taking it to others. We build the measurement in from the start, so the result tells you something.
- Your own team will run the campaign. We hand over pitches, lists and a tracker they can use without us.
Planning something similar? Talk to us about what you need.