Positioning refers to the big differentiating idea that we strive to own in the minds of our target audiences.

What makes ActSEA unique?

• ActSEA acts through and supports ground-up movements. (We take action as members of, or work with, local communities in our projects; we help other changemakers work more effectively through capacity building.)
• ActSEA acts in solidarity with other social and environmental causes. (Where there is an opportunity for us to add value to someone else's work, we will not hesitate to do so.)

How do we fit in and stand out among our peers?

• We fit in among peers because we act from the local context.
• We stand out among our peers because we strive to achieve genuine impact across social and environmental sectors.

What do we want people to think of when they think of us?

• We are driven by our commitment to create change.

Vision

External audiences are informed about and engaged in supporting ActSEA's vision of an equitable and sustainable Southeast Asia.

Objectives

To inform and engage ActSEA's external audiences, we will:

• Create understanding of the causes and consequences of the issues that our projects act on;
• Advocate for the approaches that ActSEA utilises to address these issues;
• Mobilise audiences to join ActSEA through donations, volunteering, spreading the word, and partnerships.

• ActSEA creates a more equitable and sustainable community by acting across social and environmental sectors.
• We aspire to be the regional leader in creating change through community development, behaviour change, capacity building, and research programs in Southeast Asia.
• We are led by Southeast Asians because real change happens from the ground up.
• To achieve this aspiration, we need sustainable funding and passionate volunteers and partners who are committed to continuous learning and long-term growth.

ActSEA communications should be:

• Accessible: Jargon-free, easy to understand, in plain English, and translated to the local language according to the needs of the audience.
• Purposeful, in terms of communicating information that are insightful and mobilise action in line with ActSEA’s vision, mission and values.
• Trustworthy: Information should be accurate, evidence-based, up-to-date, transparent and include all the relevant facts.
• Add value: Only speak when we have something worthwhile to say.

The key audiences that AcTSEA aims to communicate with are listed below. To communicate with key audiences, we should also engage the media and the general public.

Note that we do not focus on existing stakeholders because our one-on-one communication with them is more significant. However, existing project partners, staff, interns, and volunteers must be given due recognition in relevant material.