Overview
Women in Global Health is a global network advocating for gender equality in health leadership. It focuses on shifting power in health systems by supporting women leaders, calling out inequities, and holding institutions accountable for fair representation and policies.
Challenge
The Women in Global Health communications team works across regions, but without a defined content system, it was difficult to keep social media aligned and active. We worked alongside the team to bring structure, clarity, and a more recognisable voice to their online presence.
Key issues included:
- No consistent messaging to guide content
- Low engagement with little community activity
- Limited visibility for key initiatives
- Storytelling that didn’t show the scale of the movement’s impact
Approach
We developed a streamlined social media system for Women in Global Health across LinkedIn and Instagram, with flexibility for other platforms. The approach simplified their messaging, production workflow, and audience engagement.
Step 1: Account audit
A comprehensive review of every channel identified engagement patterns, effective formats, and growth opportunities.
Step 2: Define messaging pillars
Collaborative sessions with the communications team defined the organization’s main priorities and translated them into clear content pillars.
Step 3: Build the communication framework
Audit findings informed a repeatable monthly structure for the team to implement.
Step 4: Track performance and refine direction
Monthly reporting enabled data-driven decisions and refinement of tone, timing, and content types.
Step 5: Produce consistent content
8-12 posts delivered monthly across key platforms, covering writing, design, and ideation.
Step 6: Support campaigns with toolkits
Ready-to-use assets and toolkits enabled chapters and partners to participate in campaigns.
Step 7: Strategic Alignment
Content connected to ongoing projects and policy moments, keeping channels relevant and grounded in current work.
Outcomes
With a clearer structure and consistent posting, Women in Global Health saw steady improvements across all social media platforms (Facebook, Instagram, LinkedIn and X). The audience grew and content reached a wider group of stakeholders who follow the organisation’s work.
Key results in 1 year:
- 8.5% audience growth over the year, with 11,519 new followers added across all platforms
- 900,939 impressions across Facebook, Instagram, LinkedIn and X, putting content in front of close to one million viewers
- 9% average engagement rate, showing that posts led to active interaction rather than passive views
Looking Ahead
This collaboration helped shift WGH’s communications from reactive to proactive. With a clear framework in place, they can now share updates more consistently and with purpose. Understanding your audience and having a simple plan makes it easier to keep your community engaged and your mission known.
