International Committee of the Red Cross
Client
Industry
Healthcare
Services
Blogs Content strategy and calendar Copywriting Digital playbook Guidelines Social media
www.icrc.org
The International Committee of the Red Cross (ICRC) is a humanitarian organisation that has won the Nobel Prize three times. They’re neutral and 100% impartial in all conflicts and politics. Their commitment is to ensure protection and assistance for people affected by armed conflict and other violence. But because they engage in dialogue with all sides, myths have grown up about the ICRC. It was time to get some help in dispelling misconceptions.
The ICRC chose to work with Craft Words because they needed a partner who not only understood how social channels work best, but could quickly get under the skin of the organisation’s personality. The ICRC has a distinct and hugely respected voice, and it was crucial that any communications on their behalf were true to their tone and ideals. Our work with other organisations with valuable heritage and equities to protect was reassuring, including our work over the years for Apple and Nike.
One specific challenge Craft were tasked with, was to create a digital playbook for the ICRC’s southeast Asia region. This needed to include a content calendar and content strategy, as well as tone of voice guidance. In this region, ICRC’s people have a widely differing range of writing ability. Obviously, English is rarely their first language, so part of the job was to raise their level of competence in our own mother tongue, as well as the standard of writing on social media.
The first thing we did was to talk to the regional team. We needed to quickly understand what problems they were facing internally before we could help them communicate externally. The passionate people at the ICRC were great at helping us understand the history of ICRC as an organisation with a strong legacy that it was our duty to protect, even while dispelling misconceptions.
Next, Craft Words developed blogs and social posts that addressed the issues and myths. This was the ICRC’s opportunity to take ownership of the story and recast it. Meanwhile we began working with the team to create a digital playbook that would empower local teams to create their own content. This included guidelines on image choice and templates for social posts, including copy length and guidance on how to write.
We also developed a content strategy and calendar for the region. Teams are now able to follow the main regional calendar for southeast Asia, but crucially, with some local flexibility. So, if for example, in Papau New Guinea there is a story more important than the regional comms guidance, they are free to communicate their local news.
For Craft Words this project was an honour. We were never less than awed by the ICRC’s mission and its people’s dedication to making the world a better place, even in the face of some of the worst humanitarian situations on the planet. However, we were careful not to let this respect for the organisation’s purpose cloud our determination to provide ICRC with practical, useable and useful tools. Everything we built was designed to enable and empower them to dispel misconceptions and to communicate clearly, now and in the years ahead.
Let us show you what Craft Words can do for you.
Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft. Anita Stubenrauch Senior Content Manager, Apple
Anita Stubenrauch
Senior Content Manager, Apple
Paul is one of the most insightful writers I’ve worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. I couldn’t recommend Paul more highly. David Clarke Executive Creative Director, Huge
David Clarke
Executive Creative Director, Huge
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Andrew Penfold
Digital & Content Marketing Manager, Security & Safety Things
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Simon Croft
Founder and CD, Orangery
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Raul Balreira
Digital Project Manager, Tribal Worldwide London
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Arielle Diamond
Senior Communications Manager, Digital Impact Alliance (DIAL)
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Ben Oliver
Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
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Co-Founder, Fast-Track
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Author of Apple's Credo
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Hertje Brodersen
Head of Design ∙ Experience Strategist, Zalando
It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much. Seisho Manabe Director, Frog Design
Seisho Manabe
Director, Frog Design
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Jorge Cumbre
Unseen
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Liam Morgan
Cogs
Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble. Anna Murphy Content Manager, PepsiCo
Anna Murphy
Content Manager, PepsiCo
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