Creating brand clarity across a global media network
TWR operates through a vast international network of regional teams and partners. Over time, different regions had begun explaining the organisation’s work in different ways.
The result was a dilution of brand clarity. Supporters and potential donors often struggled to quickly understand what TWR did, why its work mattered and how its global impact connected across regions.
This lack of a clear shared narrative weakened fundraising, recruitment and international campaign activity.
TWR asked We Do Stories to work with its international leadership to strengthen the organisation’s communications strategy and establish a clearer global brand narrative.
The work involved close collaboration with senior leadership, including the organisation’s president, alongside communications teams and partners across more than 50 countries.
We worked with TWR’s international leadership to clarify the organisation’s core brand narrative and strengthen how its mission and impact were communicated globally.
The first stage focused on defining a clear and consistent explanation of TWR’s work. This narrative helped connect the organisation’s global reach with the practical impact of its broadcasting activities and international programmes.
By sharpening this message, teams across different regions could explain the organisation’s purpose with greater clarity and consistency.
Alongside this strategic work, we supported the delivery of several international campaigns. These initiatives brought together teams across multiple regions and reinforced the shared narrative across digital and traditional communications channels.
A major part of the partnership focused on building long-term communications capability inside the organisation.
We delivered training programmes for communications teams across Europe, the United States and CAMENA. These sessions focused on brand messaging, communications strategy and digital engagement.
We also worked with TWR’s partners from more than 50 countries, presenting the communications framework and helping regional teams understand how to apply it within their own contexts.
This ensured the work extended beyond individual campaigns and enabled teams to continue developing their communications independently.
The partnership strengthened how TWR communicates its mission across its international network.
The clearer brand narrative improved the organisation’s ability to explain its work and impact to supporters and donors. Following this work, monthly revenue more than doubled.
International campaigns delivered during the partnership raised awareness of the organisation’s work and led to more applications to volunteer or join the organisation than at any previous point in its history.
Through training and collaboration with teams across multiple regions, TWR established a more consistent global communications approach. This helped the organisation present a clearer and more unified voice across its international network, contributing to record levels of donor engagement and donations.
Director of Global
Marketing Operations
