Pathways and partners collaborate to boost strategic communication and branding efforts
By Con Castillo, Pathways
Makati, Philippines — From 10th to 11th October 2023, the Education Pathways to Peace in Mindanao Program (Pathways) brought together its implementing partners for an enriching and empowering two-day communication and branding workshop. The program provided its partners with essential knowledge and skills to enhance and streamline reporting processes and maximise the impact of the Australian Government’s support to the Bangsamoro education sector through strategic communication. This workshop was a crucial step towards creating a ripple effect of positive change that reaches Pathways stakeholders and the community in the Bangsamoro Autonomous Region in Muslim Mindanao (BARMM).
The workshop attendees were crucial Pathways partners working closely with the Ministry of Basic, Higher, and Technical Education (MBHTE) and other key stakeholders in various fields of education, including access, curriculum and learning, institutional strengthening, inclusive education, and teacher development. They represented the backbone of the Pathways program’s mandate to support quality K-3 education and contribute to broader peacebuilding efforts in the BARMM.
The Australian Embassy, represented by the Education and Public Diplomacy teams, played an integral role during the workshop, offering insights into Australian branding guidelines and answering questions posed by the partners. Their involvement was instrumental in ensuring that the communication and branding efforts of the Pathways program align seamlessly with the Australian Government’s vision and guidelines. Furthermore, the workshop provided a unique platform for participants to understand the significance of branding, thus further strengthening Australia and the program’s image and reach.
Ms. Janifa C. Bangcola, Education Project Manager of BRAC Philippines and workshop participant, said, “The communications workshop that Pathways facilitated with the support from the Australian Government is of great help for us (implementing partners) to deep dive into the importance of telling stories and sharing significant changes from the field throughout program participants and being able to capture the valuable impact of the support that we have been extending to the geographically isolated and disadvantaged and conflict-affected areas (GIDCA) communities. This may also bring opportunities to make a difference to the lives of the children to these communities if their stories are heard and read.”
One workshop session that drew significant attention centred around capturing meaningful photos and securing consent forms, especially on recordings with children and minors. This session underscored the importance of aligning these practices with Australia and Pathways Program’s robust child protection policies. It emphasised that every photograph and recording involving children must be taken with the utmost care and sensitivity, prioritising the well-being and privacy of the young subjects. This alignment ensures that every visual representation respects the dignity and rights of the children, safeguarding them from any potential harm and exploitation.
Meanwhile, the session on inclusion emphasised the significance of considering diversity and inclusivity in every aspect of communication. Recognising the unique needs and perspectives of various stakeholders and beneficiaries in the BARMM is essential to create content that resonates and fosters a sense of belonging. Inclusion ensures that voices from all backgrounds are heard and enriches the narrative with a broader range of experiences and insights. This session highlighted that content development rooted in inclusivity is not just a matter of moral importance but a fundamental strategy for maximising the impact of the Pathways program, ensuring that education in Mindanao truly serves the entire community.
As part of workshop exercises, the participants learned how to prepare social media packages for posting on official Pathways platforms, Australia, and MBHTE. The workshop exercises gave them tips on developing content with key messages to create a consistent, compelling image for the Pathways program. Another significant workshop activity was content planning and using available platforms for submission. Content planning with partners is essential for ensuring alignment and consistency in communication efforts. Through collaborative platforms like Google Drive, Pathways and its partners can work together to create, edit, and share content seamlessly and ensure that their messages resonate with the program’s target audiences.
Overall, the workshop created a stronger, more cohesive partnership between the Australian Embassy and the Pathways program’s implementing partners, contributing to the program’s overall success in the Bangsamoro region. The participants, per a post-workshop evaluation via Mentimeter, said that they have a better understanding of program branding guidelines and the kind of content that will ensure alignment and consistency in Australia and Pathways’ communication efforts. Moreover, most strongly agreed that the workshop sessions were “interactive and informative” and that their “expectations at the beginning were met.”
Pathways is committed to promoting education, peace, and development in an area marked by conflict for decades. The program is better positioned to create a lasting, positive impact in the Bangsamoro education sector by equipping its partners with the tools and knowledge to improve their communication efforts.