In determining how to best improve WILK’s social media, we began by comparing mentor accounts like @wateraiduk, @thirstproject and @charitywater on Instagram that held a similar mission and captivating presence. Through these mentor accounts, we successfully examined and contrasted the effectiveness of various media in capturing audience attention while conveying information about their organization's mission. Combining inspiration from these accounts helped us to brainstorm ideas to create informative content in the form of graphics, reels, and posts to help promote WILK’s story and encourage their audience to donate.

Additionally, we applied the concept of the “Golden Circle” by author Simon Sinek, a widely adopted organizational framework embraced by notable leaders, inventors, and organizations. In this model, we look into the importance of identifying the 'why' behind actions or organizations. The Golden Circle introduces a communication strategy that discusses a core purpose, belief, and cause, progressing from the innermost why—questioning the fundamental reasons for our actions—then outlining how we will accomplish them, and finally defining what we aim to achieve. We determined WILK’s “why” is that they exist to spark personal, economic, and community development in marginalized communities; believing in helping Kenya women and men prosper, and building economic sustainability to improve their quality of life. Using this, we were able to progress our knowledge of the organization and capture the most important and impactful information to target in our content creation. These strategic thinking processes paired with bi-weekly meetings with Aaron helped to drive forward our creation process; allowing us to provide various different design options and wording for feedback before posting.