This blog was authored by Hagar Ahmed, Digital Content and Brand Manager at RNW Media.
As I was working on the promotional campaign for RNW Media’s upcoming event, DMIS III (If you’ve missed it, don’t worry! It will soon be published as an episode of the Media Actually podcast), I found myself hesitating when it came to allocating paid ads on Meta. Normally, this is something I do without overthinking it; plan the message, set the visuals, assign the budget, and get things rolling. But this time, I paused.
Starting this month, October 2025, Meta is prohibiting all political and social issue advertising across the European Economic Area (EEA). For NGOs like ours, this is more than just another update in the advertising rulebook, it’s a big shift.
At RNW Media, much of what we do falls under what Meta would label a “social issue”. We create safe digital media spaces that give young people a voice, challenge misinformation, and promote inclusive conversations. Over the past few years, Meta has already made it difficult to rely on organic reach alone, and now with this new restriction, there’s an additional barrier to reaching our audiences. So naturally, this news made me stop and think: how will we continue reaching the right audiences if one of our main channels suddenly becomes off-limits?
As RNW Media’s Digital Content & Brand Manager, I’ve relied on Meta’s platforms to help our stories travel, from young change-makers in Yemen to community voices in Uganda. Paid campaigns, guided by a thoughtful and intentional approach to advertising, have often helped us bridge distances, initiate conversations, and grow engagement. Losing that tool feels a bit like losing a shortcut we’ve grown used to.
But maybe it’s also a chance to relook at our communications strategies, on how we connect and tell our stories online. Maybe this is the moment to focus more on organic, genuine and mindful reach.
So, what now?
Here’s what I am planning to update our social media strategy with:
1. Focus on real stories
The good news is that stories still matter. They always have. We can create content that people want to share: raw, honest, and deeply human pieces that evoke emotion and reflection. I truly believe that authenticity travels further than any ad ever could. And this doesn’t just apply to the communities we work with; it starts within RNW Media itself. Our agents should feel empowered to tell their own stories, share their experiences, and voice their opinions — just as I’m doing now with this piece.
2. Work together more
Partnerships have always been one of our strengths. By collaborating with like-minded organisations, creators, and communities, we can amplify our messages in more organic ways. Shared audiences often mean stronger impact.
3. Build on our own spaces
We’ve already seen how powerful our Vine Community on WhatsApp can be. It’s a space that feels personal, direct, and real. Alongside newsletters and LinkedIn, these owned channels can become the backbone of our communication strategy.
4. Try new platforms
Perhaps this is also a good time to look beyond Meta. Platforms like TikTok and YouTube Shorts still allow advocacy content and have thriving communities open to dialogue and creativity. TikTok for Good, for example, provides tools and campaigns specifically designed for social impact, giving organisations a space to amplify meaningful stories. It’s about showing up where conversations are already happening but doing so with purpose.
Meta’s new policy might change how we promote our campaigns, but it doesn’t change why we do them. At RNW Media, we’ve always found creative ways to keep important stories alive. This is just another reminder to stay adaptable, stay authentic, and keep finding new ways to reach people who care.
The bigger question is this:
How do we make sure we put our audience first, not the algorithm, as we dive into these new spaces?
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