A Storytelling Showcase: Women in Science

TDR in Partnership with UNICEF, UNDP, World Bank & WHO

COUNTRY

Global

 

WEBSITE

www.who.int/tdr

SERVICES

Content Creation:
Research
Interviewing
Copywriting

Design:
Digital Design & Layout

Global Launch & Dissemination Campaign:
Social Media Strategy
Social Media Design
Social Media Advertising

SNAPSHOT STORY

TDR is a global organisation focused on fighting infectious diseases of poverty, and it engages researchers and scientific experts from all over the world in its efforts.

We developed an online compendium featuring a collection of stories of women researchers – TDR grantees and trainees – to inspire young women scientists across the globe. The 40-page compendium focuses on the challenges and victories of the selected women, particularly those who benefitted from a TDR partnership.

Following the completion of the compendium, we launched it globally to ensure that it reaches a worldwide audience.

STORYTELLING CONCEPT

In an earlier branding exercise, we had developed a tapestry analogy as a concept for TDR Global, which compared the individuals in this vibrant scientific community to the threads of a tapestry: each individual adds their own expertise, culture and background to create a bigger, more powerful picture. For the compendium, we built on this concept, incorporating line drawings and free-flow line elements in the design, and using the TDR Global brand colours to echo the concept throughout the publication.

STORYTELLING IMPACT

Coinciding with Women’s Day 2021, we implemented a dissemination campaign via Twitter and Facebook to raise global awareness of the compendium. The campaign was highly successful, resulting in 17 221 impressions, 405 engagements and 60 retweets per message.

We also received overwhelmingly positive feedback from the women profiled, who shared stories of how young scientists had reached out to them and were feeling hopeful and inspired.