Oxfam: Digital Engagement Strategy for SRHR Programme
- Client: Oxfam
- Location: Lebanon
- Industry: NGO – SRHR Programme
- Scope: Digital Engagement & Content Strategy, Digital Architecture, Programmatic Alignment
The Context
Oxfam’s work in Lebanon spans multiple critical areas, including sexual and reproductive health rights (SRHR), gender justice, economic empowerment, and civic engagement.
But while the programmatic impact on the ground was substantial, the organization faced a digital communication challenge:
How to communicate with diverse audiences – donors, policymakers, partners, and underserved communities – without compromising safety, clarity, or alignment.
Some of the most critical audiences, including underserved communities, required not just outreach, but protection.
With rising restrictions, misinformation, and political sensitivities, Oxfam needed to create digital spaces that were safe, discreet, and accessible. The challenge wasn’t just storytelling. It was about building a system of communication that protected communities, empowered advocates, and resonated with funders – all while coexisting with other Oxfam initiatives online.
From Strategy to Systems
We worked with Oxfam to reshape its digital approach across content, platforms, and programmatic alignment. This involved hands-on work with the programmatic team and partners to build a more connected and secure digital ecosystem – one that reflects the programme’s values while navigating its constraints.
A key milestone was a two-day in-person workshop with Oxfam’s core NGO partners. Together, we explored on-ground realities, surfaced audience challenges, and aligned around strategic needs. Through collaborative exercises and facilitated discussion, we co-identified critical issues and mapped digital opportunities to support and strengthen SRHR efforts with clearer communication and safer digital experiences.
These collective insights were consolidated into a comprehensive Digital Engagement Strategy deck that included:
Multi-Audience Mapping
We segmented content journeys across four key audiences:
- Donors seeking measurable impact and visibility
- Policymakers in need of data-backed, persuasive storytelling
- Community champions bridging the gap between Oxfam and on-the-ground needs
- Core SRHR audiences who required information that was private, clear, and safe
Each group required a distinct tone, visual presence, and path to engagement.
Invisible Pathways, Visible Impact
We designed and advised on invisible digital channels – discreet landing pages, partner-specific content repositories, encrypted links, and closed-loop systems – to allow users to access critical information without publicly interacting with sensitive platforms.
This approach empowered community members to explore content safely, while reinforcing Oxfam’s connection to aligned partners and advocacy groups.
Content Alignment Across Programmes
The strategy addressed a common pain point: fragmentation.
Oxfam Lebanon’s digital presence was shared with other country-level programmes. Rather than fight for visibility, we created a rebalancing system – a way for each programme to have a voice without competing for attention. Shared values, differentiated tones, and staggered publishing allowed SRHR messages to stand out within a broader ecosystem.
Strengthening On-Ground Partnerships
We developed detailed content themes mapped to both broad and niche audience segments, ensuring relevance and clarity across touchpoints. Alongside this, we crafted tone of voice guidelines, call-to-action frameworks, and messaging systems to support unified, community-centered communication. To operationalize the strategy, we recommended forming a joint task force, bringing together Oxfam team members and partner organizations, to streamline content coordination, feedback loops, and response efforts.
The Impact
- Safer, audience-specific content journeys built on clarity and protection
- A rebalanced digital architecture that allowed programmes to coexist
- Strengthened bonds between Oxfam and its key on-ground partners
- Invisible access routes that supported users without putting them at risk
Not all digital work is about visibility. Sometimes, it’s about making sure the right people can access support safely and on their own terms.
In contexts where stigma, surveillance, or limited access can stand in the way of information, this strategy created quiet, trusted pathways for connection. It aligned teams, amplified partners, and built systems that do more than share content: they protect and empower.
It’s the kind of work that reminds us what strategy is for: to serve people, not platforms.
See their ongoing work at: ig/oxfaminlebanon or fb/OxfamInLebanon
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