If you want to learn about a culture, listen to the stories. If you want to change a culture, change the stories. - anonymous #Welfare30 Amman - March 1 2013 @rchakakiSaturday, March 2, 13 1assess the WA current communication effortscreate a celebration identityskip over detailhighlight areas of improvement recognizing there’s a lot that is going well which we aren’taddressing
“If I look at the masses, I will never act. If I look at one, I will.” - Mother TheresaSaturday, March 2, 13 2In 1995 I was doing my masters in computer science WDC. My focus was multimediasystems. Our dep chair Heller, was heading the committee for the Holocost museum digitalexhibitions. To graduate we had to assist her in her research. being an Arab, it was hard toremain objective and non-judgmental ..but I believe events happen for a reason.. and so Ifocused on learning from the experience.. 3 things: Focus on one character and tell an emotional. Keep it simple - use technology to engage notjust entertain.That same year I had learned about the welfare.. little did I know that 18 years later I wouldbe serving the welfare using what I learned at the holocost museum.
how can you help us communicate effectively with a global audience?Saturday, March 2, 13 3Fast forward to Jan 2013.Dr. Qaddumi asked The mandate was "Focus on the YOUTH Programs.
$1,000,000 OnlineSaturday, March 2, 13 4In this department, my claim to fame is the khalil Jadili story and the 1million dollars ithelped the pcrf generate in a year. So I looked at the YES site in to do my research.
Saturday, March 2, 13 5This is what I found, but it might as well have been this.
Saturday, March 2, 13 7"we’re churning out worker bees that will have to compete with a million indians and a coupleof million Chinese" Dr. Tafeeda suggested I speak to the Ghassan Taha the program leader ..
Saturday, March 2, 13 8Ghassan gave facts that shed light on the beneﬁciaries and explained what was vague on thesite. That’s ghassan.. loves biking setting up a Welfare biking group in Ramallah.On my visit to Palestine,
Saturday, March 2, 13 9workshop on effective communication.. & YES group to make sense of their data. helped mesee the beneﬁciaries and the unique characteristics.3rd Haitham took me to a ﬁeld visit.
Saturday, March 2, 13 10I met Odeh. First thing I notice on his desk is a book on Scrum & Agile methodology.. thought"hmm thats unique"..
Saturday, March 2, 13 11on the surface we develop websites, but were using that income to build a semantic webengine". My eyes lit up. For the investment bankers in the room, that means his companywould receive a multiples of 80 valuation.
Saturday, March 2, 13 12For others, hes creating the next FB, Twitter and Foursquare combined.
Saturday, March 2, 13 13What’s the point? why hide such powerful stories?You have 10,000 registered youth on that site.
Saturday, March 2, 13 14 Imagine how many odehs.
Statistics How do you communicate today? & ImpressionsSaturday, March 2, 13 16We polled 50 people at random.. online and in person. Palestinians, Affluent, european,south african.. american
Do you know the Welfare Association? 75% Replied NOSaturday, March 2, 13 17what do you know about the welfare?
impressions elitist closed group they’ve been not sure what around forever.. they do they do! good work! overshadows emergency aid and partners health.. no? government within proud to be not what it used government working in it to beSaturday, March 2, 13 18the point: what you do is not clear. your values & identity isn’t either.what about your online communication?
Is the Welfare online? Alexa 2.7m 15,916 total visitors Ranking 0 likes 292 conversations 19Saturday, March 2, 13 19NO social engagementhow do you compare?
Is the Welfare online? Alexa 2.7m 12.2m Ranking 0 50,900 likes 292 conversations 19 2,738 148,730Saturday, March 2, 13 20they’ve invested heavily in marketing.. how about someone in Palestine?
Is the Welfare online? Alexa 2.7m 782,278 Ranking 0 836 likes 292 conversations 19 1,655 4,555Saturday, March 2, 13 21they have many chapters..so are there no conversations about you? ran keyword searches..
Who knows about your activities & events?Saturday, March 2, 13 22PEOPLE ON TWITTER ... they’re talking to a room full of people.. WELFARE IS NOT THERE!let’s look at your identity..another form of communication
Welfare Association - IdentitySaturday, March 2, 13 23here we’re looking at colors, form, behavior online and offline.. and let me say you have anelegant and strong presence.Burgundy dominates. matter of fact someone likened your organization to a building
Saturday, March 2, 13 24so how do you look online? and what messages does your appearance give?
trendy or target retro? audience? social? SCORE: 4/10 useful content? functional? aligned with aesthetically vision & pleasing? values?Saturday, March 2, 13 25so what do you think? if you were a company who would you be?
Welfare Association - identity?Saturday, March 2, 13 26We asked your team.. “if a person, who?” If a family “what values”?
internal team If the Welfare Association was a.. input As a person As a family rich old man democratic young child centralized well known celebrity loyal philanthropist loving snob monopolistic chaotic sky is the limit elite doesn’t read much action orientedSaturday, March 2, 13 27
it is unclearSaturday, March 2, 13 28why do we care? not touching brand.. want to avoid the mistakes of the celebration brand..andteach the team to look at details..
internal team what would you like to see? input one welfare down to earth less/no bureaucracy grassroots + hands-on work & communicate from the heart clear vision happy Palestinian identity w beneﬁciaries integrated with a professional approach at work eﬀective appreciates 1$ as much as 1m$ cooperative work for cause, ownership & loyaltySaturday, March 2, 13 29so how do we do this?
a plan for Looking ahead 2013Saturday, March 2, 13 30
tell storiesSaturday, March 2, 13 3170 per cent of everything we learn is through stories. In a crowded web with shrinkingattention spans, the shorter the better. 1 - 2minwhen we share them...
share with passionSaturday, March 2, 13 32share feelings more than factsspeak of values, speak in proverbs, have personality!to be effective..
keep it simpleSaturday, March 2, 13 33photos and videos.. save the details for those who ask for them.no matter where or how you say it..
one messageSaturday, March 2, 13 34across all mediums and all expressions.. The brand and the text / photo / video / spacemust all be saying the same thingand remember internet speed..
deliver it fast!Saturday, March 2, 13 35make it timely. You can’t run a story through 5 approvals to get it out the door.last but not least..
celebrate.communicate.engage.fundraise engage everyone word of mouth is on digital steroids!Saturday, March 2, 13 36that is what the web is for.. your audiences become spokespersons. they defending yourbrand, promote it, and propagate your message
celebrate.communicate.engage.fundraiseSaturday, March 2, 13 37so we’re using the year to celebratecommunicate in a new and systematic fashionengage in dialogues rather than monologs and.. fundraise through traditional and newchannels
Communicate what? • Spent the past 30 years building - this year we are also communicating • We share stories of a rich culture and a people who survived and thrived against all odds • We shoulder the responsibility to convey the depth of the Palestinian Human Experience • We want to give a global voice to the thousands of people who’ve touched our lives • We want to shine a spotlight on our partners in the ﬁeld who do the diﬃcult work diligently and in silence • We want to connect Palestinians and lovers of Palestine globally with those in our land through their beautiful tales. • We want to engage a global community in rebuilding Palestine through our programsSaturday, March 2, 13 38who do we communicate with?
address ALL stakeholders.. Individuals Int’l NGOs ?? ?? ?? Corporates Youth partners Int’l Gov Donors Health Institutions Beneﬁciaries Jerusalem The Welfare Architects Association Jerusalem Home OwnersSaturday, March 2, 13 39we must target speciﬁc groups with relevant messages. That is why we need many stories inmany formats. Tastes vary and your team realized that quickly when I shared examples ofpopular campaigns online.TO illustrate..
UNICEF what works on social media? free the UNICEF children bullyingSaturday, March 2, 13 40 I am using this again because Dr. Qaddumi liked it.what’s our plan?
360 going social campaignSaturday, March 2, 13 41are we focusing online alone? NO - we’re building a 360 campaign.. covering all aspects ofcommunication..
Saturday, March 2, 13 42we set campaign plan.. there’s Ouf wondering how he’ll make it happen.. we practicedcapturing stories and
Saturday, March 2, 13 43we got the heart of welfare to speak in stories. short 2 minute stories. beﬁtting for the web.we discussed challenges..
Saturday, March 2, 13 44and how to step outside of the big burgundy building. we started using social tools internallywe met in groups to plan activities..
Saturday, March 2, 13 45to match the target stakeholders.. this is the youth celebration planning meeting.and on the last day.. something special happened..
Saturday, March 2, 13 46Najad who was sitting silently for 4 days spoke. He was excited to share his story.. andwanted to use the computer to show us a video and images . The story brought me to tears.It was so full of passion.The fact is we have storytelling in us.. we just need to be given room to make it happen.Welfare is full of amazing stories.
Saturday, March 2, 13 47Introducing the ﬁrst web-ready video production made by the welfare team.
Introducing the ﬁrst web-ready video production made by the welfare team.Saturday, March 2, 13 48
Saturday, March 2, 13 49building storytelling platform - unleashing the the thousands of stories the welfare haslocked behind its closed doors and presenting them to the many stakeholders..
Words are how we think. Stories are how we link. Christina Baldwin getting it done.. Digital Field Identity Exhibitions Events Media VisitsSaturday, March 2, 13 50
colorSaturday, March 2, 13 52using celebration colors that are softer.. allowing for the “other stories” to come through..softening the brand.. keeping the burgundy for exploration later...
soothing . natural . earthy.Saturday, March 2, 13 53introduce an olive green to represent the land
Saturday, March 2, 13 54an elegant soft palette that complements not overshadows.. open.. welcoming.. we can use iteverywhere
Saturday, March 2, 13 55and complement it w a fresh campaign logo...
Saturday, March 2, 13 56soften the edges, round the script, use gradients, lose the rigidity. use modern script. thisis a celebration mark. It doesn’t replace the existing brand. it complements it.
celebrating with.. stories from PalestineSaturday, March 2, 13 57use the gold logo and combine it with a grid format that is expandable.. represents the manybuilding blocks / bricks of the welfare..
celebrating.. stories from PalestineSaturday, March 2, 13 58use soft gradients that give depth, but don’t take away from the focus on the main subjects.
celebrating.. stories from PalestineSaturday, March 2, 13 59bring out the stories.. in photos and videos
celebrating.. stories from Palestine #welfare30 in fSaturday, March 2, 13 60share and ask others to share through a clear name & tag
celebrating.. stories from Palestine #welfare30 sustainability in f collaborationSaturday, March 2, 13 61add the value statements.. sharing values to get people to know what you’re about.
celebrating.. stories from Palestine #welfare30 sustainability in f collaborationSaturday, March 2, 13 62grow stories, engage in conversations around the stories. until we have hundreds at the endof the year. USE YES beneﬁciaries to create the stories..
Digital Identity MediaSaturday, March 2, 13 63
we’re sharing our stories from palestine... won’t you? Why you’re receiving this email... f INFO GRAPH Title youth employment xxxxxxx xxxxxxx xxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx Salma & the kids at Rafa School xxxxxxx xxxxxxx xxxxxxx xxxxxx EVENT OF THE MONTH Ramallah Gala Dinner Omar - Entrepreneur of the month xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxx xxxxxxx xxxxxxx WELFARE ACCOMPLISHMENT IN NUMBERS 1,000,000 Beneﬁciaries Served to date Tell Your Friends Whats On Location Map Contact Us Youre receiving this newsletter because you are a welfare30.org site member or because youve indicated that youre interested in keeping up with our updates. Not interested anymore? Unsubscribe. Having trouble viewing this email? View it in your browser.Saturday, March 2, 13 64you should have received an email inviting you to view the site. engagement & statistics.please note, we are in the beginning.. ironing out issues.
YES Since July 2009 the Youth Employment Services (YES) has sought to offer integrated employment opportunities to young Palestinians 821 1,507 $3.7M Young people Invested across New permanent supported three YES jobs created through YES programsSaturday, March 2, 13 68
Digital Identity Exhibitions MediaSaturday, March 2, 13 69
Saturday, March 2, 13 70each stand focuses on one image & story.
Saturday, March 2, 13 71life size stories to draw readers..
Saturday, March 2, 13 72tell stats and display archive photos.. and infographics..
Digital Identity Exhibitions Events MediaSaturday, March 2, 13 73engage all the senses ..
Saturday, March 2, 13 74 communicate one message through sight, sound, smell, and engagement tools.
Saturday, March 2, 13 75imagine being received by young ladies with ﬂowers wearing your national costumes
Saturday, March 2, 13 76You arrive at the bottom of the staircase at a green velvet curtain.
Saturday, March 2, 13 77dark interior.. lit with soft lanterns on the ﬂoor 3 LCD screens on either side of the darkwalls.
Saturday, March 2, 13 78images on the screens display images of beautiful places and people from Palestine.
Saturday, March 2, 13 79the aroma of white jasmine or lemon ﬂower ﬁlls the room.
Saturday, March 2, 13 80the ceiling illuminates calligraphy in shiny silver.. “On this land there is something worthliving” is recited overhead.
Saturday, March 2, 13 81set the right mood w background music, lighting, and a personalized invitation that holds anidentity card from someone from your hometown.
Saturday, March 2, 13 82photography exhibit of the beneﬁciaries & welfare stories.. and a photo set to captureaudience photos during reception..
Saturday, March 2, 13 83 This is an extreme example. we will tone it down for our audiences
welfa re 30Saturday, March 2, 13 84Make time in the program to capture guests’ stories through photos and videos. Assignushers to guide each table.
Saturday, March 2, 13 86A two stage setting removes the hierarchy in seating, facilitates engagement of the entireroom.
Saturday, March 2, 13 87candles, lighting, colors and tone of the event matches the brand
Saturday, March 2, 13 88using olive branches for candle decorations, silver & gold accents on menus & table settings
Dear Mr. Abdulhadi we send you warm wishes from the old city of Nablus. Your generous donation has maintained our home and several others in our neighborhood. We hope you enjoy the photo of the old city and look forward to your visit. Ahmad AlTamimi Leave something behind for AhmadSaturday, March 2, 13 89A postcard from your neighbor in the village. A subtle donation card to be collected byushers.
Tweet your quote...Saturday, March 2, 13 90Gifts from artisans in Palestine. Designed for the event. A photo of a village. A beautifulpendant with a welfare message.
Saturday, March 2, 13 92auction baskets & gift items from Palestine your beneﬁciaries & upgrading their skills
Saturday, March 2, 13 93use lighting to draw attention and support the program
Saturday, March 2, 13 94use wall mounted canvas to create the mood.
use wall mounted canvas to project storiesSaturday, March 2, 13 95stories overhead using images.. alternate with Calls to action to engage younger audiences insocial media activities. Captive Audience of 500 .. LIKE OUR FB PAGE. Leave a twitter feedgoing with the hashtag #welfare30.. “keep them talking”
as photos are taken outside, they are live projected insideSaturday, March 2, 13 96
Digital Field Identity Exhibitions Events Media VisitsSaturday, March 2, 13 97
Saturday, March 2, 13 98A staff member capturing the story, photographer / beneﬁciary.. meanwhile behind thescene maddness we are..
Saturday, March 2, 13 99managing mixed media - traditional & social, advertising making stories.realtime statsstreamline communicationtransformation
Welfare31 - 2014 Alexa Ranking 200k 100,000 likes 95,0000 conversations 5000Saturday, March 2, 13 100we want these to be the statistic of the welfare this time next year.
the planet needs more peacemakers, healers, restorers and storytellers. - Dalai Lama in memory of Victor KashkoushSaturday, March 2, 13 101unlock the treasure of stories the Welfare contains.