Building Shelter Associates’ Digital Story And Designing 30 Years of Impact Campaign

Shelter Associates is a pioneering nonprofit organization working at the intersection of data, design, and dignity to improve the lives of the urban poor in India. For 30 years, they have transformed informal settlements through innovative, data-driven solutions in sanitation, housing, and digital inclusion—impacting over 1.5 million lives across Maharashtra.

The Challenge

Despite being a pioneer in urban sanitation and housing for over three decades, Shelter Associates lacked a strong digital voice. Their social media presence was fragmented, under-leveraged, and failed to reflect the scale and depth of their impact. As they approached a significant 30-year milestone, the organization needed a bold, cohesive campaign to celebrate their journey, reinforce credibility, and amplify their story to donors, stakeholders, and the broader public.

What We Did

1. Rebuild Social Media from the Ground Up

We developed a focused digital strategy to turn Shelter’s social media into a powerful storytelling and engagement tool.

• Created a distinct visual and messaging identity
• Curated a content mix of impact stories, infographics, and thought leadership
• Achieved 1000+ new followers on LinkedIn and doubled Instagram growth within months
• Established a consistent presence that began attracting attention from donors and sector influencers

2. Crafted the Core Messaging for the 30-Year Milestone

We conducted interviews with founders, staff, and partners to distill Shelter’s core strengths and evolution over three decades.

• Defined Shelter’s unique positioning and audience perception gaps
• Developed the central campaign message: “Impact that grows with every generation”
• Aligned internal and external narratives to reflect Shelter’s data-driven, community-led model

3. Designed and Executed the 30-Year Success Campaign

We built a comprehensive 360° campaign to celebrate and showcase Shelter’s legacy and vision.

• Developed a dedicated campaign webpage featuring milestones, testimonials, and vision statements
• Facilitated the production of a powerful short film capturing Shelter’s journey and impact
• Rolled out an integrated social media and email campaign targeting donors, CSR leaders, and government stakeholders
• Created branded content and collaterals for outreach across platforms

Outcomes

• Professionalized digital presence with clear brand voice
• 1000+ new followers on LinkedIn
• 3x engagement and higher recall among stakeholders
• Positive feedback from donors and partners
• A legacy campaign that not only celebrated the past but positioned Shelter for future partnerships and growth