Problem

ACAPS, a humanitarian analysis organisation, faced a significant internal bottleneck: the need to produce high-quality, professional media and communications assets within tight deadlines without overextending their internal research and communications teams.

The primary goals for this pilot project included:

• Media Creation: Producing four 15–30 second highlight reels and one animated call-to-action post for LinkedIn and Instagram.
• Technical Layout: Implementing the professional layout for a 10,000-word report, ensuring strict adherence to existing ACAPS brand guidelines and templates.
• Capacity Support: Reducing the burden of time-intensive communications work while maintaining a high standard of output.
• Tight Deadlines: Delivery was required within a specific three-week window in September.

Action Taken

The chosen EqualReach team provided a structured execution strategy to manage the multi-format deliverables through a flexible engagement model:

• Strategic Concept Development: For the social media assets, the team prioritised brand consistency. By developing concepts aligned specifically with the promotional report, they ensured the reels and animations were tailored to capture the attention of LinkedIn and Instagram audiences.
• Advanced Media Production: Utilising specialised editing and animation tools, EqualReach produced eye-catching visuals, including motion graphics and animated infographics. A collaborative feedback loop allowed ACAPS to review drafts and refine the final outputs.
• Technical Content Integration: For the 10,000-word report, the team focused on template implementation and readability. This involved working closely with ACAPS’ writers to embed visuals and create a dynamic layout that ensured a logical flow of complex information.
• Flexible Operational Model: To ensure ease of use, the project was managed on a pay-as-you-go basis with an option for a long-term retainer, with full ownership of all source files transferred to ACAPS upon completion.

Watch the campaign in action: What are the potential humanitarian impacts of La Niña in 2024-2025?

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Result

The collaboration successfully established a baseline for high-quality external support, yielding the following outcomes:

• Increased Engagement: The five reels produced by the EqualReach team as part of this campaign have driven 23% of ACAPS’ total reel views to date, demonstrating outsized engagement relative to the client’s broader reel output since 2023.
• On-Time Delivery: All assets, the social media reels, animations, and the comprehensive report layout, were delivered within the required September deadlines.
• Brand Integrity: Every deliverable adhered strictly to ACAPS’ existing guidelines, ensuring a professional and cohesive brand presence across both digital and print formats.
• Operational Efficiency: The pilot effectively reduced the workload on internal staff, proving that time-intensive media tasks could be successfully outsourced without a loss in quality.

Read the full ACAPS La Niña report here.

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