Our challenge was to properly present the story of the children with cleft conditions whilst profiling the optimistic vibe of the OSVN brand. An audit was conducted based on the data extracted from the OSVN Facebook page to explore key user insights and we also reviewed how other international NGO peers communicate on Facebook to establish points of reference.
Based on the insights of the audit and peer review, six key content pillars were defined to ensure the Operation Smile Facebook page engages well with all different target audience groups and through various types of content.
A social media manual was then created for the OSVN team with some key principles and templates that enable the OSVN team to communicate the brand dynamically while maintaining consistency across social media channels. The manual contains guidance on fundamental brand elements such as typography, colours, iconography, social media templates and logo placement.
With these tools, the OSVN team can enhance their brand communication further to raise awareness, earn engagement, raise funds and bring more smiles to children’s faces in the future.