The sexual health organisation’s PR overhaul comes as the body attempts to improve the way it tackles what a spokesperson referred to as ‘the Aids pandemic and opposition to abortion’.
Valerie DeFillipo joined the IPPF this week in the newly created role of external affairs director, from a senior director role at the Planned Parenthood Federation of America.
The IPPF has its origins as an NGO concerned with family planning, but has since embraced a wider range of issues, including Aids, abortion and teenage pregnancy.
IPPF director-general Steven Sinding said: ‘The field in which we operate has changed considerably’. Sinding said it was still to be decided how the IPPF would attempt to position itself. He added: ‘When you use the term “reproductive health” people’s eyes glaze over.’
The IPPF has hired Countrywide Porter Novelli to help with the repositioning. CPN will seek to promote the IPPF to donors, governments and opinion leaders, according to consumer practice director Steve Marinker.