CASE STUDY · INTERNATIONAL PLANNED PARENTHOOD FEDERATION (IPPF)
Marketing in a Box × IPPF
We built IPPF a multilingual "Marketing in a Box" content system for clinics without marketing teams. 11 Member Associations now use it, and pilot clinics that ran campaigns with it reported 11,591 new paying clients in Ethiopia and a 307% rise in clients in Cameroon.
CLIENT
International Planned Parenthood Federation (IPPF)
SERVICES
Strategy, Copywriting, Design, Radio scripts, Localisation, AI-assisted imagery
CHANNELS
Facebook, TikTok, YouTube, WhatsApp, Radio, Posters, Web and SEO
TIMEFRAME
August 2025 – February 2026
11
Member Associations using the templates by May 2026
7
Formats per service, online and offline
3
Pilot markets, in English, French and Spanish
11,591
New paying clients reported in Ethiopia
23
Clinic services and awareness topics covered
307%
More clients reported across Cameroon's clinics
The brief
Donor funding for sexual and reproductive health has fallen sharply, so IPPF's Member Associations must earn more of their own income from clinic services. IPPF's Commercial Sustainability programme asked Bohemian to give them the marketing tools to do it.
The constraints were real:
Most clinics have no marketing team. The people posting content are nurses, youth workers and clinic managers.
Global toolkits existed, but they were hard to adapt and easy to ignore during a busy clinic day.
Content had to work in three languages and very different cultures, and for audiences from under-25s to women in menopause, sex workers and LGBTQ+ couples.
Many audiences are offline-first, so radio, posters and WhatsApp mattered as much as social media.
Stock photography rarely showed the communities being served, with dignity and medical accuracy.
Our approach
We treated content as infrastructure, not a campaign: build once, then let each Member Association adapt it.
Strategy first. Three goals: an evergreen content bank, local capacity and ease of use, and measurable clinic engagement through a pilot in three countries.
Build around services, not slogans. Every asset maps to a priority clinic service (contraception, fertility, ultrasound, menopause/HRT, STI and HIV testing and more). Messaging moves people from awareness to normalisation to action: book, call or visit.
Seven formats per service. Service cards, short video, FAQ carousel, A3 poster, 30-second radio script, WhatsApp auto-reply flow and an SEO web text block, so one idea reaches people online and offline.
Localise, don't just translate. English, French and Spanish versions, with co-branding presets so each Member Association's logo sits beside IPPF's. Copy is written to a Grade 8 reading level with alt-text guidance.
AI as a tool, with human oversight. AI-generated imagery filled gaps where stock photos lacked diverse, medically appropriate representation. AI-supported translation produced first drafts, which human reviewers then checked for tone, culture and sensitivity.
Design for handover. Everything lives in a Canva Content Hub with a welcome guide, a four-step how-to and editable templates, so Member Associations can work without us.
What we made
The system was delivered as a Canva Content Hub, with IPPF taking ownership of the account in February 2026.
Evergreen content bank: 23 services and awareness topics, each in 7 formats, in English (Ethiopia), French (Cameroon) and Spanish (Ecuador).
Awareness-moment packs: ready-made content for global health days such as International Women's Day, World Sexual Health Day, Breast Cancer Awareness Month and World AIDS Day.
30-day social campaigns: month-long content for Contraception, Menopause and Body Autonomy, for Facebook, TikTok/YouTube and WhatsApp.
WhatsApp auto-reply flows: pre-built journeys that guide clients to service information, pricing and booking.
SEO website content guide: page titles, meta descriptions, body copy and FAQs per service.
Brand and hub tools: digital brand look, Canva brand guide, co-branding presets and a welcome guide in English, French and Spanish.
Results
The strongest proof is adoption: 11 Member Associations were using the templates by May 2026, three months after handover. Two pilot Member Associations then reported these results from campaigns built with the templates.
Ethiopia: 1 March – 10 May 2026
A new multi-language website; paid radio, social and outdoor ads; and more service-focused organic posts.
11,591 new paying clients
30% of new clients (3,000+) came from paid radio and social
225% marketing return on investment (radio and social clients only)
44% more online search visibility
Cameroon: 1 January – 28 February 2026, against the same period a year earlier
A refurbished clinic, and targeted ultrasound marketing for two clinics across outdoor, Meta, TikTok and referrals.
307% more clients across all clinics
156% more service income at the refurbished clinic
102% more ultrasound services at two clinics
106% marketing return on investment (ultrasound only)
These are IPPF's figures. They reflect media spend, clinic upgrades and local teams as well as the content system, which contributed to these results.
[Client quote pending IPPF approval]
[Name, title], IPPF
Results as reported by IPPF's Member Associations: Ethiopia, 1 March – 10 May 2026; Cameroon, 1 January – 28 February 2026, compared with the same period in 2025.