Taken from a conversation with Monica Fambrough (Communications, Policy, and Strategy for Coalition for Global Hepatitis Elimination.)

“Global health communications is often described as a storytelling challenge.

But in practice, it is just as much a systems challenge.”

A different focus
For communications professionals coming from publishing, journalism, politics, or consumer campaigns, the shift can be striking. In other sectors, success often means reaching the broadest possible audience with a message that lands quickly and emotionally. In global health, the opposite is often true: the audience is narrower, the stakes are more technical, and the goal is not attention for its own sake, but policy change that can be sustained.

That creates a very specific set of pressures:

Global does not mean universal
First, global means global. Media markets differ enormously across regions, and approaches that work in the US or UK do not automatically translate elsewhere. Add to that the limits of English-language communications in multilingual policy environments, and it becomes clear that “global reach” is not just about distribution. It is about relevance, trust, and local resonance.

Competing for space in a crowded agenda
Second, global health is an intensely crowded conversation. Diseases and issues compete, even when no one wants to frame it that way. Tuberculosis, malaria, HIV, maternal and child health, pandemic preparedness, health systems strengthening – all are urgent, all deserve attention, and all sit within a funding and policy landscape where visibility matters. For areas like hepatitis for example, that can make it difficult to create space in the debate.

Framing issues through shared priorities
The most effective response may be not to insist that audiences care about one issue in isolation, but to show how it connects to priorities they already care about. Integration, local ownership, sustainability, and delivery across systems are not secondary messages. They are often the message.

Knowing who really needs convincing
That matters because the real decision-makers are rarely a general public audience. They are ministers, budget holders, programme leaders, technical advisors, and implementing partners. And what persuades them is not the same thing that drives public campaigns. Senior leaders often want to know whether an intervention is affordable and sustainable. Health ministries want evidence, burden-of-disease data, and proof that an approach works in practice.

Evidence as a communications tool
This is why evidence generation is so central to communications in global health. Not as an academic exercise, but as a strategic tool. The strongest communications work in this sector does not simply raise awareness. It helps decision-makers act.

Why format matters too
There is also a lesson here for content strategy. Long-form films and flagship stories can do important work, especially when they center co-design and local context. But they are often strongest when paired with smaller, more solution-oriented pieces that help audiences quickly grasp what works, why it matters, and what should happen next.

From awareness to action
For global health comms professionals, that may be the challenge and the opportunity: less broadcasting, more precision; less alarm, more evidence; less noise, more pathways to action.

Start the conversation
If you’d like to investigate how to tell your story to deliver the right impact with the right people, speak to one of our global health advisors.

Many thanks for the insights from Monica Fambrough, Communications, Policy, and Strategy for Coalition for Global Hepatitis Elimination.

Capture the best of your global ecosystem and share video stories to drive trust and engagement.

With growing pressure to drive efficiencies and show the impact of funding, our clients in the global health space are realising the value of sharing stories from your stakeholders, giving relatable, first-hand proof of success or shortcomings on the ground.

Content from the field (video and stills photography) is a hugely important string in your marketing bow, and therefore an investment that requires clarity, detailed forethought and a roll-out strategy, before you think of engaging with any specialist agencies.

Here are 10 things we’ve learnt from over 15 years of capturing stories for our clients around the world:

Planning for success

Joseph Gausi from CSONA is interviewed about child nutrition in Malawi. (Sun Civil Society / Save the Children)

1. Start with the strategy, not the shoot. Be clear on the decision you’re trying to influence (donor renewal, budget sign-off, partner alignment) and the single impact claim the story will support.
2. Co-create with local partners. Involve local teams early on story selection, language, cultural cues, and permissions; budget for local producers/fixers and fair compensation.
3. Design for distribution. Decide formats up front (short social cuts, vertical, subtitles, photo stills, hero film) and capture b-roll that supports multiple assets.
4. Ground narrative in evidence. Pair human stories with credible indicators (baseline > change, service coverage, resilience outcomes) and be honest about uncertainty and what hasn’t worked yet.
5. Avoid “saviour” framing. Center local leadership and agency, show systems and constraints, and make the funder one part of the story – not the hero.
6. Protect people first. Apply “do no harm” thinking: informed consent, safeguarding, privacy, and avoiding details that could create stigma or risk – especially in health contexts.
7. Be representative (or be explicit). One powerful story isn’t the whole program – state what it illustrates, how it was selected, and what it doesn’t prove.
8. Language and accessibility matter. Budget for translation, subtitles, and local-language versions; ensure facts, names, and medical terminology are checked.
9. Ethical visuals over “poverty porn.” Avoid sensational imagery; focus on dignity, context, and solutions, and don’t film clinical moments without strict safeguards.
10. Measure beyond views. Decide what “success” looks like (inquiries, partner uptake, policy engagement, donor conversion) and build simple tracking in from day one.

Choosing the right format

Once you’ve got a framework for what you’re after and how it might play out, you can start thinking about formats – how you are going to tell your story. These will be determined by a) budget available, b) scope of story to be told, c) sensitivity of the topic and local considerations, d) timelines for delivery including events to be filmed or delivered for.

Here are three approaches we recommend at Cloud9Media for ensuring successful international content-capture:

1. User generated content

MaryAnne records her own video diaries in Kenya and Vienna, for Mastercard Foundation.

A first thought when budgets are tight is to get people to film themselves on their phones, which sounds great in principle, but everyone has different understanding of filming, why they’re doing it and how to do it. Good footage these days is filmed by people who know what they’re doing.

Requirements: Strong clear brief needed with simple picture examples, to overcome different understandings of filming, along with an upload space and time to monitor and support content-creators.

2. Working exclusively with local crews

Ernest M’Banga, a local producer and crew interview Joseph Gausi about child nutrition in Malawi (Sun Civil Society / Save the Children)

Filmmaking in LMICs, especially Africa, has evolved since the Pandemic, and today we’re working with really skilled teams. It brings an added layer of collaboration, and we pride ourselves on the quality of our global network of freelancers.

Requirements: a thorough brief, understood on video conference calls, liaising with local partners. Proven production and journalistic credentials, as well as CRB checked.

3. Hybrid format – C9M + Local Combo

Working with a local production team in advance of any trip, we fly out from the UK and together we form a hybrid team of 6 (including driver), ideally allowing for 3-5 days of filming + travel.

The dream (hybrid) team in Togo (Mectizan Donation Program)

Requirements: thorough brief; liaising with MoH, pre-sourcing stories, location selection, logistics and contributors lined up; trip outcomes clearly defined. This works well when you have time to visit multiple spots in a country. Working with a journalist / fixer who can find stories in advance, a local DOP cameraman who brings great production value, and a local photographer, as a team with C9M creative we run an agile production crew.

👍 Benefits: Will give the best, most visually- and editorially-focussed film. We can be more resourceful on location to pursue stories as they happen, with the ability to respond on the ground with the knowledge of what our clients will be looking for. Also great to shoot additional material for the future, as we did with Mectizan Donation Program in Togo, where we shot for a full documentary to be aired on African TV networks.

In a world where everyone has a phone in their pocket and budgets for comms departments are shrinking (especially in local government and public health), teams are increasingly having to create content themselves.

But the pressure to produce influencer-level videos with minimal resources can make the task feel daunting.

That’s where we come in.

After hearing our presentation at LG Comms in Bristol earlier this year, the London Borough of Merton invited us to deliver a bespoke training session to re-energise their in-house content creation. The goal was simple: to build confidence, improve storytelling, and make mobile filmmaking fun again.

Led by our founder Steve and filmmaker Jack, the half-day workshop covered everything from planning and camera moves to sound recording, editing, and optimising content for social engagement. We packed in practical tips, creative exercises, and plenty of laughter along the way. Check out our reel.

Scenes from Cloud9Media’s hands-on filmmaking workshop for the London Borough of Merton, where teams learned to plan, film, and edit engaging video content using their phones—finishing with a fun film-in-an-hour challenge and prizes for the winners.

To put new skills to the test, small teams headed out into the streets of Merton for a hands-on challenge: create a short film in just one hour. Every team came back with something to show (and some surprisingly brilliant results). Prizes included chocolates for all and a grand prize—a rather impressive mini bottle of Scotch—for the winning team.

Feedback from the organisers said it all:

“It will really re-energise our filmmaking practice. It was just what we needed.”

For us, that’s exactly why we do what we do. Empowering communicators to tell their own stories, with confidence and creativity, through bespoke training programmes that use the tools they already have in their pocket.

If your team could use a boost in practical filmmaking skills, or just needs a dose of inspiration, get in touch. It’s our life’s work.

The small details that make a big difference on set, to create meaningful stories.

At Cloud9Media, every project begins with connection. The meaningful stories we create are built on curiosity, collaboration, and care – long before the cameras start rolling. These moments of preparation and empathy shape everything that follows.

Here are three ways we bring that to life.

1. We Build Trust Before Filming Begins

Before any filming starts, we take time to connect with the people whose stories we’re sharing. Those early conversations help contributors feel relaxed and confident about expressing themselves.

Together, we shape ideas, talk things through, and find the essence of what they want to communicate. It’s a simple but powerful step that builds trust and clarity – the foundation of every honest, meaningful story we tell.

2. We Listen to the Bigger Picture

Our work doesn’t begin on set. During pre-production, we engage deeply with the communities and sectors we’re representing, learning from those closest to the issues.

By exploring different perspectives, we uncover insights that bring credibility and depth to each story. This approach ensures our films feel relevant, grounded, and capable of sparking meaningful conversations.

3. We Support People Who Don’t Love the Camera

Not everyone is comfortable being filmed – and that’s completely fine. We reassure contributors that it’s not live TV, so mistakes are no problem at all.

We begin with light, conversational questions to ease nerves, then let people answer naturally and in their own words. It’s often these candid, unscripted moments that hold the most power and connection.

Our compilation of a series of social films for Hammersmith & Fulham council, aimed at promoting shared respect and understanding between faiths in the borough.

Why It Matters

These small details,  trust, listening, and empathy, are what make our films resonate. They help people tell their stories in a way that feels real and grounded.

Because the best stories come from the connection behind the camera – where trust, empathy, and understanding bring each moment to life.

How Cloud9Media uses AI responsibly while keeping people, ethics, and authenticity at the heart of every story.

Artificial Intelligence is transforming the way we create, edit, and share stories. At Cloud9Media, we believe that AI can enhance creativity – but it can never replace it. The heart of storytelling will always belong to people: their choices, emotions, and lived experiences.

Our approach to ethical AI storytelling is rooted in this belief. Used well, AI can make our process faster, more imaginative, and even more accessible. But it must always serve the story, not lead it.

How We’re Using AI

One of our recent collaborations with the Medical Research Council (MRC) shows what this looks like in practice.

Director Charlie used AI to create hand-drawn-style storyboards that helped visualise the film’s narrative before a single frame was shot. These pencil-like sketches captured the human atmosphere of laboratories, researchers, and discoveries — cinematic, emotive, and alive.

For us, this is how AI belongs in filmmaking: as a support tool that strengthens creative vision without diluting the human touch.

Our AI Charter: Responsible Innovation in Practice

To ensure AI always aligns with our values, we’ve developed the Cloud9Media AI Charter — a transparent framework for using technology with care, creativity, and accountability.

Here are the six principles guiding our work:

1. Transparency First – Clients always know when and how AI is used.

2. Human-Led, AI-Assisted – Creativity and decision-making stay firmly in human hands.

3. Ethical and Inclusive – No deception, deepfakes, or unauthorised likenesses.

4. Data Responsibility – We handle all data with integrity and confidentiality.

5. Environmental Awareness – We consider the energy footprint of our tools.

6. Accountability – We continually review and evolve our practices to stay true to our values.

Read more about our AI Principles

Looking Ahead

AI may be shaping the future of storytelling, but it’s humanity that gives stories their soul. Every frame we capture, every interview we film, and every story we tell comes back to one thing – connection.

That’s why creativity still needs a human hand.

If you’d like to explore how we can bring your next project to life, with AI and beyond, we’d love to hear from you.

Let’s Talk

At Cloud9Media, we believe great storytelling begins with curiosity and connection – and our team stories are a reflection of that.

This month, we’re sharing a behind-the-scenes look at the people who bring our stories to life.

These Cloud9Media team stories give a glimpse into what inspires us – from the books on our desks to the rituals that keep our ideas flowing. Because creativity doesn’t just happen on set, it starts with how we live, what we notice, and what moves us.

So, this month, we asked three members of the team a simple question:

What’s inspiring you right now – what are you watching, reading, eating, and loving?

Here’s what they said.

Katia, Head of Development & Executive Producer

Reading: Scattered Minds: The Origins and Healing of ADHD
A fascinating exploration of the mind and its capacity for healing. Katia says it’s a reminder that true understanding – in life and storytelling – begins with empathy.

Watching: Ocean with Sir David Attenborough
Because who better to remind us of the planet’s beauty and fragility than the ultimate storyteller himself?

Eating: Posh broad beans on sourdough toast
Simple, satisfying, and just a little fancy – perfect fuel for creative thinking.

Loving: Ten-minute guided meditations on the Calm app
Starting each day with stillness and focus. After all, creativity needs calm to thrive.

Jack, Editor

Reading: A Day in the Life of Abed Salama: A Palestine Story
A moving portrait of everyday life in Israel and the West Bank that offers a powerful reminder of the human stories behind the headlines.

Watching: Love on the Spectrum & Squid Game 2
Two completely different shows – one tender and hopeful, the other dark and brilliantly intense – but both proof that good storytelling moves us in all directions.

Eating: Couscous, broccoli and sausages
Jack’s no-nonsense lunch of choice: humble, hearty, and effective.

Loving: Ice baths in the morning
Not for everyone, but an unbeatable reset for both body and mind.

Steve, Founder & Creative Director

Reading: Orbital
A beautifully written novel that shifts your perspective by viewing Earth from space. A perfect reminder of how small we are, and how connected.

Watching: Nine Perfect Strangers, Season 2
Awkward, addictive, and deeply human – exploring therapy, healing and dysfunction in equal measure.

Eating: Gazpacho
Refreshing, vibrant, and unapologetically summery. Great if you’re into cold soup, less so if you’re not a tomato fan.

Loving: Puppies
With Peach, our beloved office dog, now living her best life in New York, Steve’s on the lookout for a new four-legged team member. Got a lead? Let us know.

What We’ve Learnt

From ADHD insights to Attenborough’s oceans, Palestinian stories to Spanish soup, these small snapshots say a lot about who we are as a team. Curious, open-minded, occasionally chaotic – but always led by the same belief: stories connect us.

Whether we’re filming in Togo, editing in London, or talking about the books on our bedside tables, that spirit of curiosity and care runs through everything we do.