With youth as the target demographic, the main mode of operation is to leverage the proliferation of social media platforms to post short-form content that breaks down the complex web of factors that comprise the nature of environmental crises drawing on work from credible resources paying particular attention to voices that have been relegated to the peripheries.

The challenge is to explicate highly technical and interwoven material, to make it consumable and appeal to our audience. We withdrew from the public in order to consolidate our core values and mode of conduct. As the content strategist for the organization, I recognized our role will be a delicate balance of providing relevant knowledge on the one one hand and on the other, paying acute attention to feedback so we do not raise our voice above the very voices we are trying to amplify. In other words, we had to position our brand correctly and have metrics in place that would gage the reception of what we put forth, whether our content is garnering interest, why or why not, is it being conveyed truthfully, is it entertaining or educational (though indeed these two are not mutually exclusive). In this way, I ventured into helping with the branding the organization

As the content strategist for the organization, In effort to ensure our mission is being met and to identify content angles that will set us apart from green initiatives in the country, built a content roadmap that began by conducting user tests to quantify the impact of our digital presence, determine whether our target audience was being reachs ed and discover new demographics. For data procurement, we have online surveys, testimonials from previous collaborators and event attendees, post impressions across socials, web audits to glean the discoverability of our website and the searchability of our content, whether our content has high authority, average listeners from our radio coverage and viewers from our tv coverage. From this data we extract insights to gauge our relationship with our audience so that it may inform our content production decisions moving forward including the content itself, what channels to leverage over others and the frequency with which we should post.

Being a co-founder allowed me to recognize all other strands of the organization ought to be a continued meditation on what the mission is, thereby executing that mission and is a creator, I understood the power of words in fulfilling this. I recognized the opportunity for the organization to be a spokesperson of the local in the arena of the global. This means standing in solidarity with the audience, who, all too often, are left out of the global environmental conversation. This means the content is not just a sweeping coverage of events and trends but, intent on having the readers be informed and subsequently finding impetus to act, I produced content that intimately reflects and addresses the content of Green Ethiopia revealing an underlying urgency as the content brought to the fore the environmental impacts that bear relevance to our readers in their daily lives and in their lives over the long-term. We undertook the responsibility to do rigorous and thorough research to equip our readers with the knowledge that will level the playing field. I conducted thorough research on environmental issues staying up to date with news and policy updates working to distill dense source material into shareable content- ensuring to find alignment with voice, values, and messaging all while preserving the integrity of the original text. I wrote copy that maintained the voice and values of the brand while taking stance with the reader which challenged me to maintain the intimacy of storytelling over digital mediums and heightened my vigilance to write copy that is persuasive and informative but does not over-promise nor misinform.