EuroNPUD

Client: EuroNPUD is a peer-led organisation representing people who use drugs within the European Union and the neighbouring countries

Service: Content writing, graphic design and layout

Result: : An extremely stylish and professional annual report

EuroNPUD promotes the health and defends the rights of people who use drugs in the European Union and its neighbouring countries through self-organising, developing technical resources, capacity strengthening, and advocacy.

Through a combination of coordinated country campaigns, thematic development projects and leadership development activities, EuroNPUD strives to fight stigma and influence policy on both a national and regional scale.

To produce a 20-page overview of EuroNPUD’s activities over the course of the previous year. The report needed to demonstrate the positive developments and achievements their advocacy garnered, as well as give an inviting and attractive insight into the working practices of all the peers involved.  

Recent funding cuts across the HIV sector had put EuroNPUD under tremendous strain. With dwindling resources, they still needed to produce an annual report of sufficient quality to attract funders and policymakers. 

To create a report that oozes professionalism and authority. We felt that donors and government bodies would be receptive to EuroNPUD if they were positioned in a more elevated manner. Perception management was key to our strategy. We felt the more professional and stylish the report was, the more this would reflect well on EuroNPUD, attracting more financial support for their work in the future.

For the bulk of the written content, emphasis was placed on the merits of EuroNPUD’s campaign work and the observable benefits experienced by the community. We also ensured the copy connected these benefits to a wider, socio-political discourse, alerting funders and policymakers to the real social benefits of EuroNPUD’s brand of activism.

Each campaign goal was laid out, followed by a detailed description of the peer-led activities that fulfilled the campaign objective. As evidenced by photographs and quotes from peers themselves, we produced copy that built a real sense of group participation and achievement. 

Design-wise, we moved away from the garish and cartoony styles we’d encountered researching the sector, choosing a cleaner and more restrained approach. Circle patterns were used as a repeating motif to imply unity and togetherness.

Pastel colours (sampled from EuroNPUD’s logo) were used to produce a subtle, unintrusive tone, blended with a textured overlay to give every page a sense of depth and character.

Photos were placed in circular frames to tie in with the theme of unity established by the cover design.

An extremely stylish and professional annual report, a cut above typical publications found in the NGO sector. The client was very happy with how fresh and approachable the final product looked and gave particular praise to how well the written material conveyed the nature, spirit and urgency of EuroNPUD’s brand of advocacy.