NEW YORK: Children's organization FXB International is conducting a campaign, with support from Ruder Finn, to showcase its three-year program to fight global poverty.
FXB, founded by former journalist and film producer Countess Albina du Boisrouvray in 1989, will publish its methodology for lifting families out of poverty, along with a toolkit designed for other nonprofits, later this year.
The organization's signature program, called the FXB Village Network, assists a household with education, housing, and healthcare costs and training over a three-year period. Each year, FXB scales back its financial contribution to encourage the household to become self-sufficient.
Leading up to the methodology and toolkit launch, which is tentatively scheduled for the fall, FXB is reaching out to national media, writing blogs, and producing a film to showcase the organization's work. Ruder Finn is helping with communications strategy, media relations, and social media. Ruder Finn's affiliate agency in Paris, Image 7, is also working on the campaign.
“The strategy is to tell compelling stories that appeal to the mind as well as the heart,” said Louise Harris, chief global strategist at Ruder Finn.
The FXB Harvard Center for Health and Human Rights will host a webinar on April 16 to discuss its study “The Cost of Inaction,” which includes case studies using FXB's methodology. In one of those cases, a Rwandan village participating in the FXB Village Network saw 70% of households lifted out of poverty.
“The fact that you can measure these programs is one of the most interesting points. That's the Holy Grail of development,” Harris said. “Being able to prove that your methods work is really valuable, and that's the story that needs to get out.”
FXB is also restructuring its leadership this year by establishing local boards in the 13 countries where it operates.
“Decision-making will be transferred into the countries, which means they will be empowered to carry out the work,” Harris said. “It's a turning point for the organization.”
Representatives from FXB were not available for comment.