Japan Tobacco International.

 
JTI-Banner.jpg
 

Telling local stories, in a local voice.

Editorial, design

 

The challenge

JTI required a new way of engaging with employees at its factory in Sudan, who did not always read the company’s main internal magazine Inside. Content had to be informative and accessible, with an emphasis on factory-related issues, rather than sales and marketing activity.

What we did

Discussions with JTI’s team in the UK and Sudan revealed that, unlike some African countries which were increasingly adopting digital solutions, employees in Sudan preferred printed newspapers. We created a quarterly tabloid-style publication called Inside Out that focused on the achievements and interests of workers, rather than business-centric news. This solution saw us write stories, design the tabloid, and arrange production of an Arabic version for readers not fluent in English. We proposed to produce two issues and then pass templates and design instructions to JTI’s Communications Manager in Sudan so that production could be owned locally.

 
 
 
Group photo from tabloid
 
 
 A page from the finished publication

A page from the finished publication

 
 The first Nigeria tabloid that we produced

The first Nigeria tabloid that we produced

 
 
 The main JTI INSIDE magazine that we write and design

The main JTI INSIDE magazine that we write and design

 
Local angles and eye-catching design have helped engage workers with the content.png
 
 
JTI-Magazine.jpg
 Muscat   architecture

Muscat architecture

 
 

The outcome

The success and popularity of Inside Out in Sudan has led to the business introducing the tabloid for its markets in Jordan, Tanzania and Nigeria.

 
 
 
 

Other work.