Middle East and North Africa Harm Reduction Association
Year
2022
Primary Usage
Internal
Project Objectives
Business Motion has developed a tailored communication strategy for MENAHRA, designed to support the organization's mission of promoting harm reduction (HR) programs in the MENA region. Recognizing the sensitivity and importance of MENAHRA's cause, the strategy aligns external communication objectives with the core mission of the organization to ensure effective outreach and resonance with the target audience.
The foundation of the strategy is the synchronization of communication objectives with organizational goals, ensuring that every message and action taken is purpose-driven and in line with MENAHRA's overarching vision. This includes understanding the unique needs of the region and crafting messages that address the social, cultural, and health-related aspects of harm reduction, a vital yet under-implemented approach in the MENA countries.
Challenge
Solution
Challenges & Solutions
The main challenge was the delicate nature of the topic—harm reduction—which involves addressing substance use and recovery. This subject is often sensitive and requires careful handling, especially in the MENA region where social and cultural perceptions may create barriers.
To overcome this challenge, Business Motion collaborated with a team that holds strong values for human rights, particularly the rights of people who use drugs. This ensured that the communication strategy was approached with empathy, respect, and a focus on promoting dignity and well-being, fostering a more open and constructive dialogue around harm reduction.
Additional Details
It took us approximately three months to present the communication strategy successfully to the organization’s board.
Subsequently, we were awarded a one-year contract to implement the strategy. During this time, we made essential brand adjustments and launched communication channels and tools that were fully aligned with our vision, as outlined in the organization’s communication strategy.
This collaboration established a solid foundation for impactful and sustainable communication efforts.