BRAC, ranked #1 most effective non-governmental organisation in the world, has appointed UK agencies Eden Stanley and Johnson Banks to bring greater brand engagement and awareness to a programme it has pioneered to tackle extreme poverty.

Strong global visibility of the programme is essential as BRAC aims to galvanise governments, funders and leading NGOs around the world to roll out the highly acclaimed model, currently known as the Ultra Poor Graduation Initiative. 

“We are thrilled to be working with Eden Stanley and Johnson Banks to strengthen our work,” Lara Storm, director of advisory services at BRAC, says, “They bring deep knowledge of the sector and unique expertise that will assist in accomplishing our mission on a global scale.”

Michael Johnson, creative director of Johnson Banks, adds, “This is a great opportunity to really highlight BRAC’s expertise and track record in this area and make their thought-leadership in the sector even more evident.”

The partnership of UK-based agencies Eden Stanley and Johnson Banks brings a thorough understanding of international development and a strong track record of brand positioning and brand building. This, alongside Eden Stanley’s high-quality audience insight and the acclaimed creative work of Johnson Banks, led to the appointment of the partnership following a competitive pitch process.

The appointment will result in a new communications and brand strategy for BRAC’s Ultra Poor Graduation Initiative, a sustainable, business-minded solution that has lifted 95 percent of participants out of extreme poverty. Programme participants are given an asset to develop a sustainable income, such as livestock or goods to start an informal store. For two years, they are given training and support, including in financial literacy and business skills, as well as frequent home visits. They are supported and encouraged to save money, look after their health and send their children to school. This intensive approach has lifted 1.77m households in Bangladesh out of extreme poverty and has already been adopted in many more countries around the world.

BRAC’s business model is almost unique in the sector, funding most of its work through income generated by its 30 Bangladesh-based businesses, including a high street bank, a clothing store, and a large number of agricultural companies.