Paro. The Journalists’ Association of Bhutan (JAB) on Monday began its second capacity-building training on digital advocacy and engagement for youth- and women-based civil society and community-based organisations (CSOs/CBOs) in Paro.
The two-day, hands-on programme has brought together 24 participants from various organisations with the aim of strengthening their ability to use digital platforms in a strategic, ethical and effective manner to advocate on issues affecting women, children, youth and marginalised communities.
The training is supported by Save the Children in Bhutan and the European Union, while Ox Media, a consultancy firm, is facilitating the sessions. Welcoming the participants, JAB’s Executive Director, Rinzin Wangchuk, said that digital advocacy is no longer the exclusive domain of journalists and media professionals. In an increasingly digital society, he said, organisations and advocates must learn to engage online spaces responsibly and with clear purpose, moving beyond ad-hoc posting to more planned and goal-oriented digital engagement.
Laying the groundwork :
The first day focused on building a foundational understanding of advocacy and digital engagement. Participants were introduced to the advocacy logic model, core principles and approaches, and the step-by-step process of developing an advocacy strategy. Through group discussions and exercises, participants identified key issues, mapped possible solutions, and explored how to select appropriate digital platforms and target audiences. Sessions also covered the Theory of Change, helping participants understand how digital actions such as campaigns, storytelling and online engagement can contribute to long-term advocacy goals.
A session on artificial intelligence tools drew particular interest, with participants exploring how AI can support planning, idea generation and advocacy work. They were also introduced to social media audits, performance analysis and ways to better align digital content with organisational objectives.
The day concluded with an introduction to content ideas and storytelling concepts, setting the stage for more in-depth work on narrative advocacy.
From stories to impact:
On the second day, the training will focus on storytelling and content creation, including narrative advocacy, human-centred storytelling and translating complex issues into compelling digital stories. Participants will also be introduced to advanced graphic design using Canva, video production for impact—such as reels and short-form videos—and practical tools for visual storytelling and audience engagement.
The programme underscores that while digital platforms are powerful tools, their impact depends on clear goals, strong messaging and responsible use. Through interactive sessions, group work and practical exercises, participants are being equipped to amplify their voices and strengthen their advocacy efforts online.
JAB encouraged participants to apply the tools and skills gained during the training to real challenges faced by their organisations, and to continue collaborating beyond the programme to build a stronger, more informed and impactful civil society network. – By Rinzin Wangchuk
