1. COMMUNICATIONS workshop
2016

2. LET’S BEGIN!

3. DRAW YOUR NEIGHBOUR (HANDOUT)
Draw your Neighbour Ice breaker. 30 seconds to draw a portrait of your neighbour.

4. BOB MCKIM Creativity Researcher, Stanford 1960s.
McKim found when he played the game with adults, there’d be nervous laughter, embarrassment and apologies. When he played it with kids, they were PROUD of their portrait.
This game was developed by a creativity researcher from Stanford called Bob McKim. He found that when he played the game with adults, there’d be nervous laughter, embarrassment and apologies. When he played it with kids, they were PROUD of their portrait.
So why the difference? McKim would say as we become adults we learn to fear judgement. And this fear is what causes adults to become conservative in our thinking. As children grow older, they become more sensitive to the opinions of others, and the freedom to be playful and creative is replaced with self-consciousness and fear of embarrassment.
No judgement and no fear in this room! We are here to support each other and learn from one another.

5. Our room rules  Action Point board!! Safe Space Mutual learning
Download brand from hard drive
Part of the workshop is us learning from them about communication approaches that don’t work, expressions that aren’t clearly understood, we really hope that you will take that task on board and help us both to learn more – its our brand, has to work for everyone.

6. WHAT IS COMMUNICATIONS?

7. Lasswell’s Model of Communication:
WHO
SAYS WHAT
CHANNEL
TO WHOM
EFFECT
Who says what in which channel to whom and with what effects

8. Lasswell’s Model of Communication
WHO
SAYS WHAT
CHANNEL
TO WHOM
EFFECT
Decision Makers.
Ensure disability is included.
ADD International's Policy team.
In Action.
The more clear we are about the who, the says what, the channel, the to whom and the effect we want, the more effective we will be.
Informal meetings, Speeches, Articles, Policy Papers…
Disability inclusion in the SDGs. A

9. ADD INTERNATIONAL’S
COMMUNICATIONS STRATEGY

10. We believe ADD International needs to adopt an organisational mind-set that embeds effective communications in all areas of work.

11. A NOTE ON SCOPE & TARGETS.
Proper resourcing.
Evolving strategy.
Effective communications needs to be properly resourced – We need to start including communication costs in country proposals, grant and major donor funding appeals.
The Communications strategy is an evolving work in progress. As we build strong relationships with all the different teams (including yours) and full understand your communication needs, key audiences, messages and channels, we will have a better grasp of how we can support you.

12. OBJECTIVE 1
CLARIFYING OUR BRAND

13. WHAT’S A BRAND +
WHY SHOULD YOU CARE?

14. BRAND ADD INTERNATIONAL. NAME PERSONALITY STORY TONE OF VOICE
WHAT PEOPLE
SAY WHEN
WE’RE OF
THE ROOM
KEY MESSAGES
+ BELIEFS
VISUAL
IDENTITY
SIGNATURE (LOGO)

15. OBJECTIVE NO 1. CLARIFYING OUR BRAND
To unify the whole organisation around a clear articulation of:
Who we are
What we do
How we do it
Why we do it
Underpinned by a consistent use of our visual identity.
To improve recognition.
To create trust.
To inspire employees and partners – make people want to work with ADD International.

16. 1. CLARIFYING OUR BRAND (2016)
GUIDELINES
TEMPLATES
TRAINING
MESSAGES
Narrative
Tone of voice
Visual Guidelines
Accessibility
Taking Photos
Collecting Stories
A complete suite of GUIDELINES for the ADD International brand including:
Narrative: About ADD
Tone of voice: Tone, words we use, disabled vs w/disabilities…
Visual Guidelines: Colours, fonts, positioning, co-branding…
Accessibility - with the Guiding principle: anyone can do it!
Taking Photos Guidelines
Collecting Stories Guidelines 16

17. 1. CLARIFYING OUR BRAND (2016)
GUIDELINES
TEMPLATES
TRAINING
MESSAGES
Narrative
Tone of voice
Visual Guidelines
Accessibility
Taking Photos
Collecting Stories
signatures
marketing
Social Media accounts
Word
PDF
Letterheads
Business cards
FAQs 17

18. 1. CLARIFYING OUR BRAND (2016)
GUIDELINES
TEMPLATES
TRAINING
MESSAGES
Narrative
Tone of voice
Visual Guidelines
Accessibility
Taking Photos
Collecting Stories
signatures
marketing
Social Media
Word
PDF
Letterheads
Business cards
FAQs
Global Comms group
2 trainings Africa & Asia with Global Comms Group
Later in the year UK staff training 18

19. Clarifying our brand. 1. CLARIFYING OUR BRAND (2016) MESSAGES
We want to create consistent working around the following key messages.
The Value added by ADD International
Our capacity building approach
(i.e. the importance of mainstreaming, the link between poverty and disability, reaching the unreached)
Our Theory of Change
Our funding case for support
(i.e. education, economic empowerment, rights, policy and influencing, inc. responses to counter arguments)
Clarifying our brand.

20. OBJECTIVE 2
BUILDING COMMS CAPACITY

21. IN 2016 WE WILL: i GLOBAL COMMS GROUP GLOBAL COMMS PLAN SERVICE OFFER
Create a clear service offer outlining what the UK communications team can and can’t offer support on. Create and roll out briefing templates for requesting communications support.
Each country team will have a dedicated staff member who as part of their job is communications ambassador. The idea is to build closer ties between ambassadors and UK communications staff. Coordinate planning, arrange training, feedback and quarterly reviews to share best practice and inspiring work from others. We need to take an individualistic approach to each country and clarify at what level their communications can realistically get up to.
Create a global communications schedule that maps when key communications will be happening across all ADD International teams. i.e. when key documents are required within a project cycle, anniversaries, International Disability Day.
YOU US

22. OBJECTIVE 3
COMMUNICATING KEY MESSAGES

23. Communicating Key Messages in 2016.
MAIN-
STREAMING
LEARNING
LEVERAGING
SUPPORT
INFLUENCING
Through our audit, four key areas emerged as communication priorities; learning, influencing, mainstreaming and leveraging support. Over the 5 year strategy period the communications function will support the appropriate teams in the honing and expressing of these messages, to the appropriate audiences, through the appropriate channels, to help achieve our organisational objectives.
Developing publications and website pages to support these areas of work.
Develop a contact base and network of 10 key journalists / influencers who to disseminate message.

24. 3. Communicating key messages:
Leveraging support#

25. WHAT DO YOU NEED COMMUNICATIONS SUPPORT ON?
EXERCISE:
WHAT DO YOU NEED COMMUNICATIONS
SUPPORT ON?
(think about your work and objectives,
but also your team’s work. Please be specific.)
Write on a piece of paper the kinds of things you need comms support on i.e. creating a newsletter.
Place your answers in the hat.
15 minute discussion on responses.