A strategic years-long initiative improved digital presence, stakeholder engagement, and public awareness of Decent Work efforts across the MENA region.

Background

The International Labour Organization’s Regional Office for the Arab States (ILO-ROAS) plays a pivotal role in the Middle East and North Africa (MENA) region, focusing on Decent Work as its core mission. Unlike many organizations with a narrow scope, ILO-ROAS addresses a wide range of issues, allowing flexibility in its interventions and areas of work. This comprehensive approach covers diverse focus areas and program interventions that align with the goal of promoting Decent Work outcomes.  

Triangle provided extensive years of support to strengthen ILO-ROAS communication strategy and digital outreach, ensuring that its key messages, initiatives, and achievements reach the right audiences effectively.

The Challenge

Despite its wide-ranging impact, ILO-ROAS faced challenges in conveying the breadth and impact of its activities to various stakeholders, including the general public, tripartite constituents, donors, researchers, academics, and policymakers. The ILO-ROAS website, social media platforms, and other communication channels required strategic improvements to enhance visibility and engagement. Additionally, stakeholder outreach, event communications, and digital optimization needed to be refined to ensure that the organization’s Decent Work initiatives were effectively communicated and easily accessible.

Our Approach

Triangle’s support focused on six key areas to improve communication and outreach: 

• Website Content Enhancement: Collaborated closely with the Communication Unit (CU) to improve the ILO-ROAS website’s content. This included updating and drafting content, with a specific focus on Country pages, Project pages, and Areas of Work 
• Social Media Management: Assisted in managing and upgrading ILO-ROAS’s social media profiles by creating and curating engaging content, responding to audience interactions, and ensuring a consistent online brand image. 
• Newsletter Production: Produced and disseminated a quarterly ROAS newsletter, serving as a valuable tool for sharing updates, stories, and insights related to ILO-ROAS’s activities and advocacy for Decent Work in the region. 
• Event Support: For events and initiatives, Triangle provided communication support, including crafting media advisories, press releases, talking points, and other materials to ensure effective stakeholder engagement. Additionally, Triangle assisted in editing media content as needed.
• ILO100 Campaign: Supported the ILO100 communications campaign, helping to align the organization’s messaging with broader global efforts. 

Beyond these tasks, Triangle remained flexible in supporting the communications unit as needed, ensuring the organization’s communication efforts stayed agile and responsive to emerging needs.

Results and Impact 

• Improved Digital Presence: The revamped website and social media strategies strengthen ILO-ROAS’s ability to engage with stakeholders and share critical updates. 
• Increased Audience Engagement: A more consistent and dynamic online presence fosters greater interaction with policymakers, donors, researchers, and the public. 
• Streamlined Event Communication: Enhanced media and stakeholder outreach efforts improve the visibility and impact of ILO-ROAS’s initiatives across the region. 

Looking Ahead

Triangle‘s ongoing support plays a key role in strengthening ILO-ROAS’s communication strategies, ensuring that its mission and activities reach the widest possible audience. Triangle remains committed to advancing advocacy across the MENA region by providing optimizing digital platforms, refining messaging, and providing flexible, responsive communication support.