Nhu nguyen

Since January 2025, humanitarian funding cuts have intensified. According to ABC News, the cuts have led to the elimination of over $60 billion in funding and the termination of approximately 10,000 contracts worldwide. The United Nations faces a significant budget reduction of 20%, approximately $740 million. UNICEF reported that 14 million children are expected to face disruptions to nutrition support and services in 2025 because of recent and anticipated global funding cuts. These cuts have led to widespread disruptions in humanitarian services, affecting millions of vulnerable individuals worldwide.

When crises multiply faster than resources can be matched, communication departments are not immune. Communicators are on the edge of redefining their role in an era of scarcity.

From Awareness to Advocacy

In humanitarian outreach, the vision is to unite people, to raise awareness about what is happening and how each of us can be part of the solution. No task is overwhelming; even as a digital user, showing your interest and sharing a story with people around you is a powerful action. This unity is built through stories that move hearts, voices that demand attention, and examples that inspire action. That’s where communicators step in, to connect communities, elevate lived experiences, and make impact visible and sustain growth.

In 2020, I worked with UNICEF to accelerate a digital campaign promoting healthy eating among adolescents in Southeast Asia, in response to the region’s rising rates of childhood obesity. The goal was two fold: first, to advocate for policies and school-based programs that support better nutrition; and second, more importantly, to empower adolescents to make informed food choices by helping them understand how daily habits shape their long-term health. To ensure the campaign messaging truly resonated with adolescents, I combined desk research from Southeast Asian countries with a 2.5-hour focus group discussion involving young people themselves. I carefully noted what captured their attention, what kept them engaged, and even which influencers they followed. These insights informed a communication roadmap tailored to what our audience genuinely wanted to hear — not just what we wanted to say. This user-centered approach provided valuable input to both the communications and technical teams. It helped refine messaging, shape programming, and align content with the real experiences and behaviors of our target audience. By combining adolescent perspectives, social listening, and message testing, the campaign ultimately strengthened UNICEF’s outreach and impact in the region.

It was a part of my proud work for years. Now when budgets are slashed, communication must shift to building strategic narratives that advocate for funding, influence stakeholders, and defend relevance. The impact and evaluation extended beyond impressions, clicks, and headlines. Instead of costly video productions , teams are emphasizing micro-content with macro impact.

Prioritizing Impact Over Value

The cut in funds often also means a shift in platforms. We must embrace low-cost, high-trust channels, such as WhatsApp groups, broadcasts, and weekly newsletter recaps. The communication message needs to be concise, visualized, and highlight the demand and resources we have to keep the work moving forward. As the WHO has already leveraged Instagram broadcasts to approach young digital users and update them about issues, international days, and call-to-action messages with illustrations and more visual assets compared to full-circle digital campaigns, as they were. The UNHCR in Uganda also utilized an SMS campaign to keep refugee communities informed and connected.

Internal communication is in need to strengthen because when funding is cut, it doesn’t only affect programs but it affects people. Staff in the field, at headquarters, volunteers, and leadership alike all feel the pressure. In these moments, internal communication becomes a lifeline, helping maintain morale, ensure clarity, and uphold the organization’s vision as it adapts to new realities. During times of uncertainty, timely and transparent updates are essential. Messages from leadership, stories of staff resilience, and clear guidance about what to expect help build trust. Sharing what support is available, outlining what may change in the next three months, and clarifying levels of organizational response can demonstrate empathy, stability, and shared values. And because effective communication is always two-way, communicators should also create space for feedback. Q&A forums, open dialogue channels, and regular check-ins allow staff to feel heard, reinforcing connection and cohesion through difficult transitions.

Additionally, communicators are working to make communication more effective under limited resources, where the key is to prioritize clarity, consistency, and relevance. Discuss with the team and leaders, list current resources, and make your prioritization list clear. We need to focus on what matters most to your stakeholders to deliver timely updates, explain the “why” behind decisions, and align every message with your organization’s values and goals. Repurpose existing content calendars where possible, and leverage low-cost, high-impact channels such as newsletters, peer-to-peer storytelling, and leadership videos. Empower team leads to cascade key messages and gather feedback, turning communication into a shared responsibility rather than a centralized burden with a human tone — in times of constraint, empathy, and transparency.

As humanitarian organizations navigate reduced funding, their communications functions are transforming. This moment of constraint is also a moment of creativity. The most powerful stories are often the simplest when we share timely, direct, and clear. And in crisis communication, clarity is a form of courage.