The work of World Animal Protection is complex. To get the right people on board - whether their own employees, governments, NGOs or donors - the organisation needed a clear and compelling way of communicating their strategy and driving awareness of their work.
Felix Holman, Head of Programmes at World Animal Protection, says: “After launching our farmed animal strategy, it became increasingly clear that our internal stakeholders, and even our own comms team, didn't fully understand what we were saying. We realised a visual approach would be a much more powerful way to get them onboard and talk them through all the complex intersections of issues.… and show them how they fit into it all.”
"We realised a visual approach would be a much more powerful way to get them onboard and talk them through all the complex intersections of issues.… and show them how they fit into it all.”
Felix Holman, Head of Programmes at World Animal Protection
Vision mapping is the ideal way to approach this problem. It breaks down the complexity of the overall challenge to make the plan and results accessible to all involved.
A series of remote workshops brought together a working group of key stakeholders, representing people from World Animal Protection's global offices as well as fundraisers, all facilitated by Scriberia. The collaborative process allowed for the capturing of diverse perspectives, streamlining the representation of the strategy, and ensuring clear communication.
“The whole approach had to be very collaborative. But, of course, everybody has different motivations when they're trying to describe strategy and what's meaningful for them - trying to incorporate it all would have resulted in a Sistine Chapel creation!
"Scriberia's expertise helped us capture this complexity and focus on what truly needed to be conveyed and, ultimately, stay on the path to simple and clear communication - something we just couldn't have done internally,” adds Felix.
“Scriberia's expertise helped us capture this complexity and focus on what truly needed to be conveyed and, ultimately, stay on the path to simple and clear communication - something we just couldn't have done internally ."
Felix Holman, Head of Programmes at World Animal Protection
The resulting artwork uses three wheels to represent the central strategy areas: the problems, the solutions and the visions, acting as a roadmap to see how the goals will be achieved. The map serves as a valuable tool for tracking progress and cultural changes over the 10-year time frame, ensuring sustained enthusiasm and dedication towards achieving the outcomes.
Felix says: “It's been a fantastic tool for us to use across our network of global offices. Having the visual representation of the strategy supports a complex narrative which the teams can keep referring back to and connect it all up.”
The vision map also supports the fundraising team in reaching out to donors, which is crucial, especially during times of economic challenges.
Felix adds, “For us, effective communication is so key. People turn away from what they find too complex, or they move on to the next thing if they can’t grasp it. Sometimes our work feels a bit of a monumental mountain to climb but with Scriberia’s help we’ve enabled our colleagues to accept and understand our strategy and now we’re moving forward. It’s been a hard sell but we're making progress.”
“It's been a fantastic tool for us to use across our network of global offices. Having the visual representation of the strategy supports a complex narrative which the teams can keep referring back to and connect it all up.” ."
Felix Holman, Head of Programmes at World Animal Protection