South Africa, Jan. 23 -- Global health organisations are under pressure to reach more people, in more places, with less money. For many sexual and reproductive health clinics, marketing is not a formal function, it is an afterthought squeezed in between patient consultations and stock checks.

When the International Planned Parenthood Federation asked Bohemian to help, our starting point was not a single campaign idea. It was a question. How do you build a content ecosystem that a nurse in Ghana, a youth worker in Cameroon and a clinic manager in Ecuador can all use with confidence, in their own language, on their own channels, without becoming marketers first.

The answer became a modular, multilingual content system that treats content ...