Amplifying the voices of civil society across the Commonwealth

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Critical Conversations

The Commonwealth Foundation is the Commonwealth’s agency for civil society. We helped their team to grow a new cohort of people that care about reshaping the Commonwealth’s institutions and values, through in-depth conversations about the issues that matter.

The challenge:

The pandemic spurred a period of intense reflection for the Commonwealth Foundation about its legacy, its role and its future.

After years of convening panel events and gatherings in real life, the Foundation needed creative ways to bring civil society together to discuss the opportunities and challenges facing the 2.5 billion people living in the Commonwealth.  

The Foundation was looking to launch a new online event series - 'Critical Conversations' - and they asked us to help make this cut through.

How we did it:

It was key that these conversations helped to build a sense of community and connection between members of civil society, even if all interactions were taking place online and across continents.

We recognise that many civil society advocates are still unaware of what the Commonwealth does, including its institutions and its Member-States. So we used quotes, testimony and footage from advocates and civil society leaders around the world to explain why joining a 'Critical Conversation' mattered, and to encourage everyday people to demand more from Commonwealth institutions.

We produced short explainer videos on topical issues, as well as hype graphics featuring key speakers. We also ran paid ads and developed digital journeys that stewarded people from registration, to participation, to becoming story-tellers in their own right, as they shared why certain discussions resonated with them.


The Commonwealth Foundation is now well-versed in developing digital journeys and content for its supporters and civil society that platform frank and fresh perspectives, including producing communications that amplify the voice of activists and advocates in their network.

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people have attended the series so far
people on the mailing list
countries where people have registered to participate from
video stories garnered from people across the Commonwealth
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