Amplify to sacle
The Moment: A legal-aid NGO need to win buy-in from regional teams, to scale up their digital transformation
The Impact: a communication strategy that addresses the 'trust gap' and assets that create structure for scaling-up
The Scoping.
To drive adoption, you have to address what stands in the way.
The NGO’s digital transformation aims to make legal aid more available and accessible to people displaced by conflict across the world.
The small, centralised client needed to secure local funding and buy-in at a regional level to scale up the transformation. They asked for materials to support this.
I quickly found that trust in centralised initiatives was a barrier to adoption: Will this still be here long term? Does this give me what I need to succeed? Is it worth my time?
This trust deficit was amplified by how the team were communicating. The department, shaped by its highly technical context, was not talking in the language of its audience.
To complicate matters further, it became clear that there were three key target audiences with differing needs and interests.
The Thinking.
Shift perception by challenging perspectives.
I saw the opportunity to build confidence by shining light on great work. Yes, it’s a 'top-down HQ mandate'. But the core team acts with the highest integrity: they are evidence-driven, needs-lead, and think long-team.
I developed a narrative architecture that elevated the mission, values and character of the team. I developed messaging that expressed the story in accessible language, without losing any credibility or critical information.
I recommended an execution plan that helped this small team to punch above their weight. To create the right resources (that could be used for different audiences and contexts) and the right roll out plan (that would help secure more voices in support of the initiative)
The Doing.
An execution plan that amplified influence.
Modular Asset System: To reach audiences with vastly different needs, I developed a modular communications toolkit, enabling people in local roles to easily customise to while staying on-message.
Building the team. I briefed in regional teams and recommended a change to role descriptions, to incentivise local support.
Multilingual Delivery: I managed the development and delivery of these assets in three languages.