Page 33 - CIWA Brand Toolki 2025

Brand Toolkit Cooperation in International Waters in Africa 2025

Blog-writing guidelines

Focus and Themes

CIWA’s blog content should focus on key themes in Sub-Saharan Africa, including cooperative
transboundary water management, gender equality, social inclusion, data initiatives, biodiversity, FCV, and
economic development for public goods, climate resilience, and conflict prevention. Blogs can use reports
from meetings or conferences to explore these topics, especially highlighting the importance of
cooperative water management.

Audience Engagement

Readers should not be assumed to be subject matter experts. The blogs should include practical insights
or anecdotes that resonate with readers, avoiding a heavy focus on technical points or principles. The goal
is to engage readers through relatable and accessible content.

Structure and Length

Subheadings should be added every two or three paragraphs to break up the text and guide readers
through the main messages. The word count should be kept between 800 and 1,000 words to ensure the
content remains concise and engaging, as longer pieces risk losing reader interest before the conclusion.

Style and Tone

Blogs should be written in a conversational and personal style, adhering to the brand’s tone as outlined in
the CIWA brand guide. The language should be plain (American) English, and jargon should be avoided. As
many readers are not native English speakers, clarity is key. Abbreviations and acronyms can be used, but
they should be fully spelled out at least twice in the blog, especially at the first mention.

Visual and Multimedia Content

To enhance the narrative, quotes, graphics, charts, or photos can be used to complement the text. Any
quotes should be approved by the person being quoted, and graphics and photos should be properly
sourced, captioned, and credited. CIWA's private Flickr account is available for sourcing images, and new
visuals are continuously being uploaded as field projects progress.

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