Annual report: Marie Stopes International

The sexual health charity wanted to show the impact of its work rather than a list of its activities

Marie Stopes
Marie Stopes

Organisation: Marie Stopes International
Agency: Provokateur
Spend: £14,000

Format and audience

The sexual health charity Marie Stopes International renamed its annual report a Global Impact Report three years ago. It did so to draw attention to the steps it has taken to measure the impact of its work: it wanted the report to reflect this rather than merely list its activities.

The 70-page A4-size report has thick, high-quality paper and a serious tone, intended to appeal to its main funders and supporters, such as the United Nations, the World Health Organisation and the Department for International Development.

Design and content

Each chapter adopts one of the 10 colours from the charity's corporate palate, starting with its main colour, blue. There are many pages, but the text on each one is brief. The black and white photos and graphics are used well. Each chapter contains information on the impact of the charity's work, although, by contrast, the cover, below, lacks impact.

Costs and practicalities

The design cost £10,000, print costs were £4,000 and 3,000 copies were published. The charity gets few individual donations, so it has adopted a serious tone to appeal to big funders who are familiar with its work and want more than just a few appealing case studies. The liberal use of information graphics gives it a more accessible feel.

What's distinctive about it?

The report has a gatefold cover that, on one side, depicts places in the world the charity works and, on the other, lists abbreviations used in the report. It also serves as a bookmark. The charity also produced a six-page summary version of the report.

Marie Stopes International says:

"The report contains solid, robust information that is well-presented and accessible."

Score:

Design: 4
Readability: 3
Content: 4
Transparency: 4
Total: 15 out of 20

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