Case Studies

Sector: Global Health & Development

Role: Lead Communications Strategist

Timeline: 2006–2008

Organization: US Government (Founder-led experience)

The Challenge

Zambia was among the first 15 countries to receive PEPFAR HIV/AIDS funding and faced one of the highest infection rates in Africa. Women and girls were disproportionately affected, and urgent action was needed to focus on the most vulnerable populations while addressing stigma and discrimination. The goals included increasing voluntary counseling, testing, and prevention, and promoting prevention of mother-to-child transmission (PMTCT).

The Approach

Led the strategy and execution across multiple geographies, platforms and partners:
Countered misinformation and myths with evidence-based and scientific information
Targeted messaging for vulnerable populations, including women, girls, and youth while collaborating with the national HIV/AIDS Task Force, health ministries, and medical professionals
Partnered with over 150 organizations, from grassroots NGOs to Global alliance partners in the private sector, such as copper mining, cotton, and tourism industries
Engaged five federal agencies: Department of Defense, Centers for Disease Control and Prevention, USAID, State Department, and US Peace Corps
Developed multi-channel outputs across print, broadcast, digital, and traditional media taking messages to hard-to-reach places in remote regions.
Engaged affected people to collaborate on messaging to reduce stigma and discrimination.

Execution Highlights

Integrated traditional and digital media to reach diverse audiences
Conducted journalist workshops to improve coverage and foster empathy
Embedded creative and culturally relevant approaches (music, drama, visual arts) to engage communities
Built cross-sector collaborations that amplified reach and credibility

Impact & Results

Increased uptake of voluntary counseling, testing, and PMTCT services
Strengthened engagement with women, youth, and high-risk populations
Reduced stigma and promoted understanding through media, art, and storytelling
Awarded recognition by the Global HIV/AIDS Coordinator for innovative, proactive outreach
Created a replicable model for strategic, multi-stakeholder health communications

Why It Matters

This case demonstrates our ability to lead complex, high-stakes communications initiatives that combine strategy, creativity, and measurable impact, with a strong focus on vulnerable populations and social equity.

Today, PEPFAR program has been credited with saving 25 million lives globally and preventing millions of new infections.

Sector: Sustainable Development, Policy, National Strategy

Role: Lead Communications Strategist & Advisor

Organization: United Nations (Founder-led experience)

The Challenge

Bangladesh required its first-ever national communications strategy to support implementation of the Sustainable Development Goals (SDGs). The challenge was to align diverse stakeholders, across government, private sector, civil society, and communities, around a unified narrative that reflected national priorities, development plans, and long-term commitments, including net-zero ambitions. The strategy needed to be inclusive, evidence-based, and actionable at both national and local levels.

The Approach

As the lead strategist, I designed and led a nationwide, multi-stakeholder strategy development process, ensuring broad ownership and practical relevance.

Key elements included:

Nationwide consultations across all provinces
Engagement with 2,000+ stakeholders, including grassroots communities, corporate leaders, civil society, and development partners
Coordination with 19 government ministries, local governments, and community leaders
Facilitation of 50 in-depth focus group discussions
Alignment with Bangladesh’s National Development Plan and international SDG commitments
The process ensured that the strategy reflected lived realities on the ground while remaining aligned with national policy and global frameworks.

Strategic Framework

The strategy was built on a rigorous analytical foundation, including:
Stakeholder and audience mapping
SWOT analysis (strengths, weaknesses, opportunities, challenges)
Risk matrix identifying political, social, and implementation risks
Mitigation strategies to address misinformation, fragmentation, and capacity gaps
Prioritization of SDG themes most relevant to national development and climate resilience

Campaign & Implementation Design

The strategy included clear, prioritized campaign recommendations, outlining:
National and local-level communications approaches
Messaging frameworks for government, private sector, and communities
Channels and tactics for public engagement and awareness
Governance and coordination mechanisms to support implementation

The Impact

Bangladesh’s first national SDG Communications Strategy developed and endorsed by the UN
Strong cross-ministerial and stakeholder alignment around SDG priorities
A clear roadmap linking policy, communications, and public engagement
A scalable model for integrating sustainability, development, and climate commitments into national narratives

Why It Matters

This work demonstrated how strategy-led communications can support national development goals, strengthen policy coherence, and build public trust, especially in complex, multi-stakeholder environments.

Sector: Nonprofit & Community Impact focused on Food Security

Role: Strategic Communications Advisor

Timeline: Sep- Nov 2025

The Challenge

Fairview is the only food desert in Bergen County, where nearly 800 families and 6,500 individuals relied on the FCDC food pantry. When cuts to federal food assistance occurred, demand surged to 1,000 families and 8,000 individuals, just as the Thanksgiving and holiday season approached. In this time of critical need, FCDC faced a dual challenge: providing vital resources while ensuring the community knew how to support and participate. The center needed strategic communications that would unite faith, service, and community to meet the growing demand.

The Approach

Krosskeys Communications designed a multi-channel, heart-centered strategy to raise awareness, inspire community action, and increase donations.

Key elements included:

Community-Focused Messaging

Emphasized the spirit of service, hope, and solidarity in all communications
Highlighted the impact of donation on families and individuals, fostering a sense of shared responsibility

Multi-Channel Outreach

Social Media: Revitalized TikTok, Instagram, LinkedIn, and Twitter with compelling stories, videos, and graphics
Content & Storytelling: Shared posts, blogs, and newsletters that showcased families’ experiences and messages of hope
Grassroots Activation: Showcased local leaders to encourage food drives and community involvement

Creative Engagement

Leveraged storytelling to humanize the need and inspire empathy
Integrated a unified payment system to make it easy for donors to contribute funds or food

Execution Highlights

Coordinated campaigns around key moments, such as Thanksgiving and the holiday season
Organized community-driven food drives, engaging local faith groups, volunteers, and businesses
Produced storytelling content featuring families, volunteers, and staff to create a shared narrative of hope and service

Impact & Results

Community Engagement & Visibility

Increased reach of social media, shares, posts, likes, and reposts

Support for Families

Community-driven efforts mobilized increased food and donations
Raised awareness and inspired volunteerism, with faith, service, and community working together

Fundraising

Consolidated donation system allowed seamless contributions, significantly boosting funds and in-kind donations

Why It Matters

This project demonstrates how strategic, heart-centered communications can transform a community’s response during times of urgent need. By combining storytelling, social engagement, and mobilization, Krosskeys helped FCDC serve more families, inspire local participation, and strengthen community bonds — showing the power of faith, service, and collective action at a moment of critical need.

Designing a Four-Year Business Development Strategy for the Philippines

Donor Prioritization | Sector & Service Line Strategy | Competitive Positioning | Growth Roadmap

Client Context

The Philippines has achieved sustained economic growth and poverty reduction, yet remains highly exposed to climate risk, infrastructure deficits, public health vulnerabilities, and regional inequality—particularly in conflict-affected areas. The COVID-19 pandemic underscored the need for resilient systems, transparent procurement, and rapid delivery capacity.

Against this backdrop, UNOPS Philippines sought a four-year business development strategy (2022–2025) aligned with national priorities, donor demand, and UNOPS’ comparative advantage—while ensuring long-term financial sustainability, delivery excellence, and relevance in a competitive development and infrastructure market.

My Role

As lead strategist, I designed and operationalized a multi-year business development and donor engagement strategy that translated national priorities and SDG commitments into a focused, bankable pipeline of programs. The strategy was built to be equally applicable to corporations, multilateral lenders, foundations, and large international NGOs operating in complex, emerging markets.

Approach

Conducted external market and donor analysis (government priorities, donor pipelines, climate finance trends)

Assessed internal capabilities, delivery performance, and competitive positioning

Applied a weighted prioritization model across sectors, service lines, and donors

Strategic Priorities

Climate-Resilient Infrastructure (SDG 9, 11, 13) – flood control, coastal protection, resilient transport
Health Systems Strengthening (SDG 3) – pandemic preparedness, facilities, medical procurement
Peace & Governance in BARMM (SDG 16) – infrastructure and institutional capacity in conflict-affected areas

Funding & Partnerships

Prioritized multilateral development banks (World Bank, ADB), bilateral donors (Japan, EU), climate finance (GCF), foundations, and ESG-aligned private sector partners.

Value Proposition

A low-risk, end-to-end delivery partner offering transparency, value for money, and the ability to operate at scale in complex environments.

Key Metrics

Pipeline value by sector and donor
Win rate and average deal size
Revenue diversification ratio
On-time, on-budget delivery

Outcome

A bankable, diversified growth roadmap with long-horizon programs, reduced donor concentration risk, and scalable relevance for governments, corporations, and international nonprofits.

Corporate & ESG Adaptation

How This Strategy Applies to Corporations and Global Organizations

This model is directly transferable to corporations, foundations, and large NGOs seeking to align growth, ESG commitments, and risk management in emerging markets.

Corporate Relevance

Market Entry & Expansion: Identifies priority sectors and regions based on demand, risk, and funding flows

ESG & Sustainability: Links climate resilience, health, and inclusive development to measurable outcomes

Risk Management: Mitigates political, operational, and reputational risk through diversified partnerships

Public–Private Partnerships: Structures opportunities with governments and development banks

Example Corporate Use Cases

Infrastructure and engineering firms entering Southeast Asia
Financial institutions structuring blended finance or climate funds
Multinationals aligning supply chains with SDG and climate goals
Foundations seeking scalable, systems-level impact

Corporate KPIs

ESG-aligned investment volume
Social and climate impact indicators
Partnership leverage ratio (public + private capital mobilized)
Project delivery and compliance performance
Visual Strategy Roadmap & KPI Dashboard (for Website or Pitch Deck)

Why This Case Study Matters

This work demonstrates the ability to:
Translate national and global priorities into investable growth strategies
Compete effectively in donor- and market-driven environments
Integrate strategy, operations, partnerships, and impact measurement
Deliver value for governments, corporations, and global nonprofits alike

Case Study: Elevating UN Agency Visibility and Strategic Partnerships in East Africa

Background:

A lesser-known UN entity with a mandate spanning infrastructure, project management, and procurement, sought to increase its visibility and attract additional funding from partners in East Africa. The organization had limited recognition among local stakeholders, and communications efforts were fragmented across the region. I was hired to lead both communications and partnerships for Ethiopia while developing a regional strategy encompassing Sudan, Ethiopia, and Djibouti. Each country had unique priorities: Sudan emphasized infrastructure, Ethiopia focused on project management and procurement, and Djibouti had a lean operational footprint.

Objective:

Strengthen UN agency visibility and credibility in East Africa.
Drive engagement with donors, partners, and local media.
Position UN agency as a leader in infrastructure, project management, and procurement solutions.
Create a scalable and consistent regional communications framework that could be adapted for local contexts.

Regional Communications Framework:

Developed goals and objectives aligned with the overarching East Africa strategy.
Designed internal and external tools for communications, including templates for press releases, blogs, newsletters, and project milestone alerts.
Standardized branding and messaging to reinforce UN agency's mandate across all channels.

Media and Outreach:

Organized breakfast briefings with journalists to foster relationships and enhance media coverage.
Produced high-impact films highlighting multi-agency responses to health emergencies.
Contributed thought leadership pieces to UN-wide publications, showcasing UN agency's expertise in project management, procurement, and infrastructure solutions.

Internal Collaboration and Engagement:

Involved colleagues across the region in content generation, incorporating their ideas into newsletters and campaign materials.
Launched interactive newsletters with colleague awards and project highlights, fostering team ownership and engagement.
Developed workflows and templates for efficiency, ensuring consistent messaging across departments and countries.

Digital Tools and Measurement:

Used Mailchimp surveys and subscription tracking to gather feedback and refine content.
Designed, developed, and distributed annual reports to partners, highlighting achievements and impact stories.
Implemented metrics to monitor subscription growth, partner engagement, and media coverage.

Results:

Visibility: Partner survey after the first year showed an 80% increase in perceived visibility and credibility.
Engagement: Increased subscriptions to newsletters and partner communications, with high interaction rates from stakeholders.
Media Impact: Secured cross-postings with other UN agencies and widespread coverage of UNOPS initiatives in regional media.
Efficiency: Standardized templates and workflows reduced content turnaround time by 30%, enabling timely communications for projects across three countries.
Fundraising Potential: Elevated profile positioned UNOPS for greater donor engagement and enhanced its competitive advantage in infrastructure and project management programs.

Conclusion:

Through a strategic blend of storytelling, stakeholder engagement, and process innovation, I successfully elevated UN agency's profile in East Africa. By aligning communications with organizational priorities, fostering collaboration across countries, and leveraging both traditional and digital channels, the organization became more visible, credible, and attractive to partners and donors. This initiative demonstrates my ability to lead complex communications strategies that drive organizational impact in international development contexts.

Case Study: Game-Based Learning for Hygiene and Sanitation Awareness in Indian School

Background: In India, waterborne diseases remain a leading cause of mortality among children under five. Despite ongoing public health campaigns, knowledge of basic hygiene and sanitation practices among young children remains limited, especially in nursery and primary schools. Recognizing the need for engaging, age-appropriate interventions, I designed a project to increase awareness of hygiene practices through interactive learning.

Objective:

Increase knowledge of personal hygiene and safe water consumption among children aged 4–10.
Use interactive and playful methods to instill habits that can prevent waterborne diseases.
Measure knowledge uptake before and after intervention to evaluate effectiveness.

Strategy and Implementation:

User-Centered Design:

Conducted focus group discussions with children to understand their perceptions of hygiene, favorite learning methods, and visual preferences.
Designed a game board that incorporated hygiene products and safe water and food consumption practices in a visual, engaging format.
Interactive Learning Tool – The Hygiene Game:
The game involved two parties competing with time-bound challenges and question cards.
Example questions included:
“Find five hygiene products and explain how they protect you.”
“Find a good way to consume water,” with images showing safe practices such as boiling water or using a clean water bottle.
A monitor oversaw gameplay, providing correct answers, reinforcing learning, and encouraging discussion.
The game was designed to be fun, competitive, and educational, ensuring high engagement from young learners.

Integration with School Activities:

Coordinated with teachers to schedule gameplay sessions during school hours.
Provided printed takeaways with hygiene tips for children to share with families, extending the impact beyond the classroom.

Monitoring and Evaluation:

Conducted a pre-game survey to assess baseline knowledge of hygiene and sanitation.
Followed up with a post-game survey to measure knowledge gained.
Tracked behavioral indicators such as handwashing frequency and safe drinking practices during school hours.

Results:

Knowledge Uptake: The post-game survey showed a 90% increase in students’ knowledge about hygiene and sanitation.
Engagement: High participation and enthusiasm among students indicated the game’s effectiveness as a learning tool.
Behavioral Impact: Teachers reported children demonstrating improved handwashing habits and awareness of safe water consumption.
Scalability: The game design and monitoring system can be adapted for other schools and regions, enabling broader outreach.

Conclusion: By combining child-centered design, gamification, and interactive learning, the project successfully enhanced awareness of hygiene and sanitation among young students in India. The initiative demonstrates the power of innovative educational tools in public health campaigns, with measurable improvements in knowledge and behaviors that can help prevent waterborne diseases in vulnerable populations.

Strategic Communications That Build Trust, Influence Decisions and Drive Impact

Case Studies