Reframing the Importance of Foreign Aid Amid Broader Government Funding Cuts

STATE OF PLAY

At the beginning of President Trump’s second term, he signed an Executive Order instituting a 90-day pause in U.S. foreign aid to assess its alignment with developing policy. The order threatened the existence of a critical U.S.-led malaria prevention program that has saved millions of lives across 27 countries in sub-Saharan Africa and Southeast Asia. With the program on the chop

ping block, our client faced an urgent mission to rescue funding and persuade the administration that the initiative is worth preserving amid broader cuts to foreign aid.

ACTION

Messaging Audit & Development - Narrative partnered with the client to swiftly audit existing materials, identify vulnerabilities, and create a set of strategic messages showing the Trump administration and related audiences that malaria aid advances an America-First agenda. 

Earned Media -  Narrative drafted and placed multiple op-eds for a former CDC director and retired member of Congress in outlets including The Epoch Times, The Washington Examiner, and The Tampa Bay Times. Narrative mobilized these trusted voices to do several TV/radio interviews echoing the client’s messaging. 

Targeted Ad Campaigns - Narrative amplified select earned media with digital ad campaigns targeting President Trump’s inner circle, consistently delivering 100,000+ impressions across campaigns.

Event Support & Amplification - Narrative also secured a national, conservative think tank to host an event on malaria aid in Washington, D.C., attended by State Department staff, the Ambassador to the African Union, and reporters from POLITICO. Hundreds more tuned into the event via livestream. Narrative helped the event’s moderator place an op-ed in National Review and boosted the reach of the piece through a digital ad targeting Trump Administration officials and allies.

IMPACT

Narrative succeeded in bridging the gap between our client and conservative audiences, positioning the organization more favorably than other NGOs that took a less collaborative approach with the Trump Administration. Ultimately, the White House preserved the malaria program and will now house it under the State Department.