IABC Webinar - Communicating for Impact: Measuring ROI in Public Health Storytelling

In a world where communication budgets are shrinking and impact expectations are rising, the development sector can no longer afford to see communication as “soft power.” This session will explore how ROI-based communication—a framework rooted in measurable outcomes, behavioral insights, and data-driven storytelling—can transform the way we approach visibility and advocacy in public health programs.  Drawing on real-world experiences from projects implemented across the globe with global health partners, governments and donors, I will share how strategic communication plans have directly influenced funding outcomes, partner engagement, and community trust. Participants will learn innovative and cost-effective ways to measure the impact of communication—from digital analytics to qualitative behavior tracking—and how to integrate these insights into program design from day one.  This interactive session is designed for communication professionals working in the public, private, and nonprofit sectors who want to move from awareness-based to impact-driven communication. Expect practical tools, relatable case studies, and frameworks you can apply immediately to prove that good communication doesn’t just tell stories—it drives results.

Speaker: Areej Javed

Areej brings over ten years of professional experience, having worked with a diverse range of organizations including Jhpiego Pakistan, PepsiCo International and United Nations, and others, across public health, development, research, and corporate sectors. 

Areej’s expertise spans strategic communications, advocacy, knowledge management, business development, and visibility for large-scale development and corporate programs. Her work focuses on translating complex technical and programmatic initiatives into clear, accurate, and human-centered narratives through high-quality content, storytelling, campaigns, strategic partnerships and knowledge products.