How to Build a Meaningful Communication Strategy

How to Build a Meaningful Communication Strategy

Combining Communications, Creativity and Participatory Processes for Maximum Collaborator and Customer Engagement

Have you or your team ever experienced tensions when designing a project? This can happen when you and your partners or colleagues are creating a concept or brand, or developing a new idea or initiative. In this article we will address how to combine participatory processes, communications strategies and creative industries to maximise impact.

There are different methodologies and practices that support the collaborative creation (Co-creation) process. These practices can be applied in any type of project involving more than one team, department and/or stakeholder. But what is co-creation about?

Co-Creation: A two-way, open and dialectical process of interaction, collaboration and knowledge sharing between a firm and its stakeholders, whereby the participating parties engage in a dialogue to jointly define and solve problems in a shared distributive environment. IGI Global

Adding a co-creation process in the design of a communications campaign strategy will make a difference in the commitment, deliverables and assertivity to achieve the desired goals. It is important to keep in mind that this process requires an innovative way of thinking that benefits everyone involved.

This means that some of the initial assumptions may be confirmed and others may be redefined. In order to add co-creation to our communications services, at SenseTribe we created a 3-phase process: 1. Strategy Co-creation; 2. Media content production and 3. Promotional activation.

Phase 1: Strategy Co-creation

During this participatory process, we team up with your team to address the collective needs and explore the potential of the team’s collective intelligence. In this phase we will identify the real needs of the project and define its goals, target audience, key messages, required media content as well as how we will communicate about it. The co-creation process will ensure all voices are heard and taken into consideration, enriching the quality of your communication strategy

Phase 2: Media Content Production

At this stage we apply our expertise in creative industries. Based on the outcomes of phase 1, we co-create the creative concept together with your team and clarify what the best ways to present the project are. We start producing content bearing in mind what your team has defined as priorities. The media content for the campaign may include websites, videos, animations, magazines, guides, infographics etc. It is important to have a clear understanding of the audience of your initiative, this way we can optimise resources by creating high-quality communications products that will ensure the message is true to the project and ideal to engage the target audience.

Phase 3: Promotional Activation

Now it is time to reach out to your audience, communicate about your project across different channels as defined in phase 1 of the process. These channels can include newsletters, Webpages, organic and paid activation on social media and offline actions focusing on marketing and relationships. Usually this phase may take place alongside the previous one. For example, while we are working on developing the media content we can already start social media or email communications around the project. 

We at SenseTribe are a dedicated team working to help you achieve your goals. Check here for more content about collaborative creation and familiarise yourself with the way we work. Feel free to contact us, we are happy to join you on your next journey.

How to communicate on health-related issues: 5 tips

How to communicate on health-related issues: 5 tips

Over the past few weeks, journalists, copywriters and communicators have been challenged to provide clear and trustworthy information related to the coronavirus outbreak (COVID19). But writing about health has been a constant challenge for our communications team at SenseTribe. For over five years, we’ve been creating health-related content for social media channels. In this short article, we’re sharing five tips on how best to communicate health topics on social media, based on our experience and expertise.

  • Choose your sources carefully. It is difficult to share scientific-based content with a wide audience, but it is not impossible. And that is why big companies, governments, agencies are hiring copywriters to do it. Make sure to use reliable sources and data from public health organisations, such as the World Health Organization, ECDC in Europe, NHS in the UK, CDC in the US and so on, as well as research centres from public and renowned universities. 
  • Publication date matters. When writing about health topics, the publication date is relevant. Pay attention to articles that are published 2 years ago or older. Indeed, science and health topics are constantly evolving as research into them advances. Be aware of the latest updates in cases of pandemics, such as COVID-19. These topics have hourly updates and you may be sharing out-dated information.
  • Technical terms may confuse your audience. Social media content must be informative and easy to understand. Reliable information doesn’t need to use scientific and academic terms. More and more health organisations are using language that is understandable to non-specialist readers to inform them about complicated diseases and vaccine-related topics. Follow their lead, make a simple post to catch your audience’s attention and add a call-to-action to get them to read the source your information came from.
  • Illustration and graphic representation for complex subjects. Creativity is a powerful tool for complexity. Make designers and illustrators your close friends, they are awesome professionals that have the power to simplify complex subjects into beautiful and well-explained images or, in some cases, animations. If you have budget problems, don’t worry, the  World Health Organisation has a communication toolkit for each topic available for free. You find visuals, animations (GIF) and infographics available for download from their website.
  • Comments are not personal. People will comment on social media posts with strong statements, sometimes using rude words and aggressive statements. Keep in mind it is not personal, especially if you’re writing on behalf of an institution. The role of the content creator and community manager is to provide reliable and trustworthy information. Personal discussions will happen, and you, as a moderator, just make sure people remain respectful and that no fake news takes over your page’s engagement. And always remember, it is not about you, but a general opinion on the subject.

These are our most important observations. We believe we can make an important contribution to communicators that are trapped at this time of worldwide concern. We have an important role to play now, helping institutions to share reliable information and helping people to receive trustworthy updates. 

If you need our support, please contact with the subject ‘Meaningful Communications’. Our team will love to co-create ideas to help with your communication strategy.

NESI Global Forum

NESI Global Forum

Last year in May we participated in the NESI Global Forum where we had the chance to face a big challenge that helped us improve our co-creation and facilitation skills while  enjoying a great time in a diverse and inspiring setting, deeply rooted in the values that really move us to action.

What was the challenge?

    • Marina Roa met Diego Moneda, director of the NESI Forum of New Economy and Social Innovation at the #EUideaslab at La Casa Encendida in Madrid.
    • We decided to collaborate together for the next Forum in April 2019 and that collaboration was sponsored by UNITAR and CIFAL.

What was our contribution?

  • We produced a live magazine with the input of more than 1000 participants (graphic facilitation, content, design).
  • Co-creation and facilitation of the track ‘Future of Work’ in English and Spanish

How was the process?

  • We supported the process of co-creation of the design of the event, which involved 6 areas with 3 work sessions each. The idea was to work following the model of 3 horizons representing three dimensions: present, future and steps to be taken (to get to that future).
  • In collaboration with Daniel Truran, General Director at EBBF & ambassador of B Corp, Mira Bangel and a group of content experts facilitated the three co-creation spaces focused on the future of work.
  • In each session, about 100 people gathered at 9 tables and generated questions to explore a more general topic. In each room there was a group of “subject matter experts” and some “correspondents” from the magazine that at the end of the session met with some more participants to collect the ideas and lessons together in a prepared template.
  • At the end of each day, the results were collected and reviewed together with the team responsible for the design and content of the magazine.

The Magazine

  • Marina Roa formed a team with two other collaborators, graphic designers, to facilitate the harvest process.
  • Once all the contents were obtained, they were visualized showing the main concepts through texts and illustrations and with a layout of contents and design.
  • After a very intense work and an excellent collaboration of our team together with participants and organizers of the event, we had an amazing result: The magazine was presented in the auditorium in digital format as the final conclusion of the event.
  • Some final adjustments were needed to integrate the feedback of the participants and to be aligned with the results. From then on, the magazine was shared with the public through social networks.

Download the magazine


For us it was a challenge that involved the input of 1000 people, the collaboration in a team of more than 45 people and a very tight deadline. Thanks to the live launch and the active involvement of so many people, the magazine was shared and celebrated by the entire audience, also by our sponsor UNITAR-CIFAL and our area on the future of work was the most visited. We were also interviewed by the confidential in an article about the event.

Really great things can be done among many people if we organize ourselves well and work towards a common purpose.

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Presenting a New Guide to Wellbeing-oriented Business Practices

Presenting a New Guide to Wellbeing-oriented Business Practices

The result of our collaboration with the Wellbeing Alliance to encourage alternative management models is now available

One of our main goals as a company is to help develop and encourage other ways to run businesses, which reflect or incentivize alternative business cultures based on new conceptions of the relationship between people and the services or products they deliver as well as the relationships between the companies and all their stakeholders. So when we were asked by the people at the Wellbeing Alliance to facilitate the development of a guide on alternatives to traditional business, we found this project to be very much aligned with our mission.

In this context started by developing a collaborative process aiming to include many stakeholders including a steering group of business and wellbeing economy experts. The purpose was to determine the scope, target audience, structure and content of the guide. Based on the input gathered we defined 7 key business dimensions, developed a self-assessment tool and a solutions framework, and carried out interviews with representatives of the organisations whose case studies are featured in the document. The  idea behind the guide is to inspire decision makers of mid-sized organizations to explore the Wellbeing Economy space. This innovative document is a constant work in progress and will be regularly updated based on suggestions, recommendations, examples etc.

The Context

The guide begins with the observation that business today is at a crossroads between maintaining the traditional top-down structure and approach to labor, production and resource management on the one hand, and more humane and ecologically attentive approaches to business on the other hand. 

The first risks leading to more burnouts, overworking and general misalignment of the companies’ priorities with those of their employees, and perpetuate a chronic overuse of resources and other types of impact on the environment. 

The second aims to realign the priorities of the management with those of the staff by including the latter in the decision-making process, and with the needs of the environment by incentivizing a reorientation to more sustainable business and production practices. 

But perhaps the most important aspect of this guide is to encourage companies to ensure that such transitions remain compatible with flourishing businesses and a functioning economy. Indeed, taking the wrong path toward human and environmental sustainability could cause the economy as a whole to incur costs it cannot afford.

The guide proposes to build a bridge between the two models at play, and highlights the importance of building it from both sides and with incremental steps, in order to both preserve the necessary underlying economy and not shake up the entire ecosystem, which might go too far, lead to several nefarious consequences such as pushback or resistance from the existing systems, or the transitions themselves getting out of control and causing negative side-effects or backlash. But mostly the guide stresses the need for a collaborative approach to such transitions, including every member of the company in the transition and striving for a model that integrates all aspects from labor to production and resource management.

Download the guide here (PDF, 14 MB)

The principles

In order to achieve this, seven general principles are outlined that aim to cover every aspect of business and its impact on employees and the environment. 

The first is a recommendation for companies to redefine their business objectives to include not just stakeholder satisfaction but employee well-being and environmental sensitivity. These are important because such aspects have short, medium and long-term effects on everything from consumer demand to producer costs and regulatory frameworks, which will then in turn affect the conduct of the business.

The second principle involves ownership and governance, and recommends determining what the ownership structure of the company should look like. Companies nowadays are usually owned – and their priorities are therefore decided – by a small number of actors who are incentivized by shareholder satisfaction and dividends. But these incentives often end up at odds with the wellbeing of employees and with objectives of environmental impact. 

The third principle, linked with the previous one, promotes participatory leadership. Traditionally companies are run through a top-down structure including the top stakeholders, heavily incentivized by corporate profits and dividends. So the idea here is to include employees not only in the ownership structure but also in the decision-making processes, in order to give them a say in their own work and their own objectives. Several tools exist already to develop this kind of participatory leadership.

The next principle mentioned is the potential of the community surrounding the business. Many modern companies forget that their activity affects not only their usual stakeholders (shareholders, customers, suppliers, employees and local authorities), but these people’s families, neighbors, and even sometimes entire local economies. It then becomes important to integrate the well-being of all those groups into the equation. A company needs to find its proper place inside its local community and acknowledge its role and impact in that wider circle.

Next the guide touches on the issue of product and service design, which aren’t always best suited to the wellbeing of people or the environment. The recommendation here is to embrace a more circular production cycle. This is one where resources are recycled as much as possible, where important parts of the products themselves can be reintegrated into the manufacturing process, with a view toward achieving a completely environmentally neutral supply chain.

Another crucial aspect of such new models of management is the bottom line. Indeed, whatever the business model a company chooses, that will ultimately be its main incentive. Redefining the corporate objectives is a crucial step toward solving this issue, but there will always be aspects that are difficult to quantify and therefore incentivize. As such, the next principle recommends including social and environmental impact in accounting and ROI calculations, so as to motivate the entire business to actively pursue and achieve these objectives. Indeed, if financial success is linked to social and environmental impact, it is in the company’s best interests to take on and implement impact policies.

The final principle detailed in this document is that of learning together. Indeed, there is no single path to success, and some of them are bound to fail. But in order to truly take note and advantage of such issues, they must be noticed and addressed in the best way possible. Not just at the scale of a single employee but at the scale of the entire company. The economy is a vastly complex animal, after all, and it’s normal that not every single factor can be considered in every decision. It therefore becomes important to make decisions based on incomplete information and adjust course later. But the best way to learn from these mistakes is to include everybody, allow them to fail on occasion and encouraging them to learn from such failures.


Of course, no substantial change is possible without some way or other of measuring said change. For this reason the guide also provides a self-assessment framework for a business’ progress on these fronts. It’s not completely equivalent to an external assessment and should be understood as such. But it is a way to subjectively measure it and, if handled honestly, can nonetheless provide valuable insight. In short, it involves evaluating the company’s performance on seven different axes and plotting the status of the company’s transition on a radar chart, with the center point (all indicators at 0%) being the purely traditional business aspects, and the points along the outer edge (indicators at 100%) representing fully transformed aspects. This tool has its limitations, of course, being subjective and open to interpretation, but it can give an indication of how the company feels it has come along. The dimensions to be plotted on the radar chart reflect the seven dimensions detailed in the main part of the guide. Of course, one single measure is pointless with such a tool. So the most important thing is to plot the perceived status of the company’s transition at various stages in order to get an idea of the change over time.


The guide finishes with a selection of possible solutions to address the question of this transition. It is by no means exhaustive and any solution adopted by such a company will need to be adapted to suit that company’s context, environment, staff and other factors. The list contains, for each of the dimensions addressed by the guide, some existing tools, processes, consultancies, guidelines or regulatory frameworks that any business can choose to adopt. For example, one solution proposed for the dimension of leadership and participation is Sociocracy 3.0, a series of participatory decision-making processes and tools aimed at ensuring more agile, flexible, effective and yet still democratic management practices and choices.

This guide aims to help provide businesses with insights, ideas, principles and tools to ensure an effective and successful transition to a more humanly and ecologically sustainable mode of action. It is targeted at managers, decision makers and change makers within companies around the world who are committed to pursuing such alternative business processes. It provides an analysis of the principles involved, case studies to illustrate each of them, a self-assessment framework and a selection of tried and tested solutions to choose from. Remember, though, the guide remains a work in progress and will be updated regularly. It is not intended to serve as an absolute guide and in no way guarantees successful transitions or significant increases in impact, but as a guide to help people reflect on their companies’ status, aims and progress. It is in no way intended to be the sole solution and its precepts do require adapting to each business according to the specificities of its activity or sector. But if adopted properly by sufficiently committed and motivated people, there is no reason why this can’t be a first step toward a more sustainable, humane and ecologically respectful economy. And those who adopt its recommendations may eventually become the pioneers and role models upon which the future economy will be built.

Download the guide here (PDF, 14 MB)

We #Act4SDGs! SDG 3 in action: Health & Wellbeing

We #Act4SDGs! SDG 3 in action: Health & Wellbeing


We are a multidisciplinary team, ready to support you to address the UN Sustainable Development Goals and make collective wellbeing a reality. Together we have a practical mission: help our clients and partners to address one SDG (Sustainable Development Goal) at a time. Our first SDG is SDG3: Good health & wellbeing.

Is wellbeing already part of your story?

We help your company communicate about wellbeing. More info here.



Is wellbeing a challenge in your company?

We help you co-create solutions. Contact us to find out more. 



Would you like to take wellbeing to the next level?

We help your company improve their social and environmental impact. More info here.