How a 15-page report and a 2-pager became the policy document of record for Meta's flagship digital literacy programme in Asia Pacific.
How a 15-page report and a 2-pager became the policy document of record for Meta's flagship digital literacy programme in Asia Pacific.
How a 15-page report and a 2-pager became the policy document of record for Meta's flagship digital literacy programme in Asia Pacific.
The Brief
Meta came to us with the We Think Digital programme, their flagship digital literacy initiative across Asia Pacific, with active work in countries including India, Philippines, South Korea, Taiwan, Indonesia, Malaysia, Japan, Bangladesh, Thailand, Singapore, Vietnam, Sri Lanka, Hong Kong, and Myanmar. Hundreds of partner organisations. Millions of people trained. And 20,000 pages of raw documentation sitting behind all of it. The task was to turn that into something governments would actually read. A 15-page report to act as the definitive document of the programme, and a 2-page version compact enough to land in any minister's morning brief.
Industry
Technology
Services
Long-form Content · Report · White Paper · Editorial Strategy · Research Distillation
Category
20,000 pages of raw data, distilled into a document read by 14 governments
Client
Meta
The Challenge
Most agencies, faced with 20,000 pages of source material, would reach for the obvious shortcut. We couldn't. The content was proprietary, the audience was the heads of government across 14 countries, and the use of AI was strictly off the table. Every word had to be human-read, human-written, human-edited, at a level of editorial quality that could hold the attention of a head of state. Layered on top of that, the document had to do three jobs at once. Explain the scale and impact of We Think Digital. Make a case for continued government partnership. And present Meta itself, fairly and credibly, as a serious partner in the public-good conversation. All of it inside fifteen pages.
The Brief
Meta came to us with the We Think Digital programme, their flagship digital literacy initiative across Asia Pacific, with active work in countries including India, Philippines, South Korea, Taiwan, Indonesia, Malaysia, Japan, Bangladesh, Thailand, Singapore, Vietnam, Sri Lanka, Hong Kong, and Myanmar. Hundreds of partner organisations. Millions of people trained. And 20,000 pages of raw documentation sitting behind all of it. The task was to turn that into something governments would actually read. A 15-page report to act as the definitive document of the programme, and a 2-page version compact enough to land in any minister's morning brief.
Industry
Technology
Services
Long-form Content · Report · White Paper · Editorial Strategy · Research Distillation
Category
20,000 pages of raw data, distilled into a document read by 14 governments
Client
Meta
The Challenge
Most agencies, faced with 20,000 pages of source material, would reach for the obvious shortcut. We couldn't. The content was proprietary, the audience was the heads of government across 14 countries, and the use of AI was strictly off the table. Every word had to be human-read, human-written, human-edited, at a level of editorial quality that could hold the attention of a head of state. Layered on top of that, the document had to do three jobs at once. Explain the scale and impact of We Think Digital. Make a case for continued government partnership. And present Meta itself, fairly and credibly, as a serious partner in the public-good conversation. All of it inside fifteen pages.
The Brief
Meta came to us with the We Think Digital programme, their flagship digital literacy initiative across Asia Pacific, with active work in countries including India, Philippines, South Korea, Taiwan, Indonesia, Malaysia, Japan, Bangladesh, Thailand, Singapore, Vietnam, Sri Lanka, Hong Kong, and Myanmar. Hundreds of partner organisations. Millions of people trained. And 20,000 pages of raw documentation sitting behind all of it. The task was to turn that into something governments would actually read. A 15-page report to act as the definitive document of the programme, and a 2-page version compact enough to land in any minister's morning brief.
Industry
Technology
Services
Long-form Content · Report · White Paper · Editorial Strategy · Research Distillation
Category
20,000 pages of raw data, distilled into a document read by 14 governments
Client
Meta
The Challenge
Most agencies, faced with 20,000 pages of source material, would reach for the obvious shortcut. We couldn't. The content was proprietary, the audience was the heads of government across 14 countries, and the use of AI was strictly off the table. Every word had to be human-read, human-written, human-edited, at a level of editorial quality that could hold the attention of a head of state. Layered on top of that, the document had to do three jobs at once. Explain the scale and impact of We Think Digital. Make a case for continued government partnership. And present Meta itself, fairly and credibly, as a serious partner in the public-good conversation. All of it inside fifteen pages.
THE APPROACH
We treated the report as a piece of policy writing, not marketing material. That meant starting with what governments actually need from a document like this, clear scope, hard examples, verifiable outcomes, and stripping out anything that read as soft. Country-by-country impact, real partner organisations, real numbers, real outcomes. The kind of report that earns its place on the desk by being useful, not by trying to impress.
The 2-pager came last. Most agencies would write the short version first and pad it out. We did the opposite, built the full report, then carved the 2-pager out of it. That way every line in the short version was already proven to belong in the long one.
We treated the report as a piece of policy writing, not marketing material. That meant starting with what governments actually need from a document like this, clear scope, hard examples, verifiable outcomes, and stripping out anything that read as soft. Country-by-country impact, real partner organisations, real numbers, real outcomes. The kind of report that earns its place on the desk by being useful, not by trying to impress.
The 2-pager came last. Most agencies would write the short version first and pad it out. We did the opposite, built the full report, then carved the 2-pager out of it. That way every line in the short version was already proven to belong in the long one.
THE WORK
A 15-page comprehensive report and a 2-page executive summary on Meta's We Think Digital programme, distilling 20,000 pages of raw documentation across 14 countries in Asia Pacific. Covering programme scope, partner work, country-level impact, the WTD APAC Summit recap, and the road ahead. Built for government readership and policy-grade scrutiny.
A 15-page comprehensive report and a 2-page executive summary on Meta's We Think Digital programme, distilling 20,000 pages of raw documentation across 14 countries in Asia Pacific. Covering programme scope, partner work, country-level impact, the WTD APAC Summit recap, and the road ahead. Built for government readership and policy-grade scrutiny.
THE OUTCOME
The documents were read by heads of government across 14 countries in Asia Pacific, the kind of distribution most communications work never gets near. The 15-pager became the reference document for We Think Digital's policy conversations across the region. The 2-pager travelled further, because that's what 2-pagers do.
For us, it was a reminder of something that's getting easier to forget. In an era when most long-form content is being generated by AI, the documents that actually carry weight at the highest levels are still the ones that prove a human read every page, considered every source, and made every call. That's not a constraint. It's the work.
The documents were read by heads of government across 14 countries in Asia Pacific, the kind of distribution most communications work never gets near. The 15-pager became the reference document for We Think Digital's policy conversations across the region. The 2-pager travelled further, because that's what 2-pagers do.
For us, it was a reminder of something that's getting easier to forget. In an era when most long-form content is being generated by AI, the documents that actually carry weight at the highest levels are still the ones that prove a human read every page, considered every source, and made every call. That's not a constraint. It's the work.
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Let's Connect
We've been waiting
for a brief like yours.
We say that to everyone. We mean it every time.