35 ECOMMERCE EBRD
■ See more at the EBRD’s YouTube channel: https://www.youtube.com/user/ ebrdtv we are’. It’s much better to look at the projects and see how they are aecting people’s lives. People don’t want to hear from a load of people in shirts and ties.” publishing Shorthands too. Shorthand is a multimedia storytelling platform used by a number of big media brands, including The Guardian and Time . The audience the EBRD is trying to reach is varied and international, and it’s essential that the organisation adopts this flexible, cross-platform, multi-lingual way of working. Content might be presented to donors or partner countries in a private setting, or broadcast widely on social media to raise the profile of a project or highlight a social issue the bank has an interest in. It might be localised content to explain their investments to local people in the countries involved. “For a new railway we helped fund in Ukraine, the people living near it can learn from the video how the bank is helping transform things and make a dierence. Or in Tajikistan, where we do a clean water project, the doctors and patients know that they have clean water thanks to the EBRD.” But Wells is clear that the focus has to be on the service the bank is providing, not on the bank itself. “It’s very important not to just put out content that says ‘Hey, look how wonderful
THE FOCUS HAS TO BE ON THE SERVICE THE BANK IS PROVIDING, NOT ON THE BANK ITSELF
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