Kuala Lumpur, Malaysia – The International Cooperative Alliance Asia and Pacific Regional Office successfully conducted a peer-to-peer knowledge-sharing and training program under the ICA-EU Financial Framework Partnership Agreement Phase 2 (FFPA2). Themed “Telling Our Stories, Building Strong Cooperative Brands in the Digital Era,” the program was hosted by ANGKASA in Kuala Lumpur on February 5-6, 2025. The training was designed to equip cooperatives with effective branding, communication, and digital storytelling skills, preparing them for the International Year of Cooperatives (IYC) 2025.

Addressing the urgent need for enhanced cooperative visibility, the two-day interactive program brought together 19 representatives from ICA member organizations across the Asia-Pacific region, including India, the Philippines, Nepal, Sri Lanka, Iran, Vietnam, Fiji, and Malaysia. Participants, primarily communication, marketing, public relations, and international relations professionals, engaged in hands-on exercises, interactive discussions, and expert-led sessions to elevate their cooperative brands in the digital space.

The opening ceremony featured welcoming remarks by Dato’ Haji Kamarudin Ismail, Board Member of ANGKASA, and Mr. Balu Iyer, ICA-AP Regional Director. Both emphasized the importance of storytelling in amplifying the cooperative movement’s impact, ensuring visibility, and engaging younger generations.

“Cooperatives have incredible stories of resilience, impact, and collaboration—but in today’s fast-moving digital world, how we share those stories matters more than ever,” remarked Dato’ Kamarudin. Mr. Balu Iyer further stressed, “Visibility means influence. As cooperatives, we are not just coops—we can be influencers.”

Key Training Focus Areas

Throughout the training, expert facilitators led sessions covering a range of topics essential for strengthening cooperative communication, including:

• Global Cooperative Identity Alignment – Strengthening cooperative brands by adopting global identity standards such as the .coop domain and Coop Marque
• Digital-First Branding – Establishing a strong online presence through websites, social media, and multimedia storytelling.
• Storytelling for Impact – Crafting compelling narratives that resonate with diverse audiences.
• Emerging Media Platforms – Exploring podcasts, live streaming, and video marketing to enhance visibility.
• Data-Driven Strategies – Using analytics to track engagement and refine digital communication efforts.

Facilitators included communication and branding experts, such as Kristin Sinclair (BCCM, Australia), Sarabhi Ravichandran (The Storiculture Company, India), Sanjay Verma (National Cooperative Union of India), Jay-vee Marasigan Pangan (Multimedia Journalist, Philippines), Norshamshida Abdul Rahman (Tourism Malaysia), and Leire Luengo Eslava (ICA, online).

Interactive Learning & Practical Application

Participants explored the role of mainstream media in boosting cooperative visibility and learned how to build stronger brands through a holistic approach. They took part in interactive group activities, including the Digital Footprint Challenge led by Mr. Jay-vee Marasigan Pangan, where they assessed and refined their cooperative’s online presence. The Power of Storytelling session, facilitated by Mr. Sanjay Verma, equipped them with techniques to craft compelling narratives, while Ms. Sarabhi Ravichandran’s session on Emerging Media Platforms provided insights on utilizing digital tools like podcasts and social media videos for impactful communication.
A key highlight was the panel discussion on Building a Digital-First Cooperative Brand – Not Just a Website, moderated by Mr. Balu Iyer. Panelists shared real-world success stories and practical strategies to enhance cooperative branding and digital engagement.

The workshop concluded with participants developing tailored communication toolkits, integrating their learnings from the two-day program into actionable strategies for their cooperatives.

Looking Ahead

With 2025 designated as the International Year of Cooperatives, this training program marked a significant step in preparing cooperatives for enhanced communication efforts. The closing ceremony featured reflections from participants, who expressed their commitment to applying the knowledge gained.

“We’re grateful for this well-structured training that provided us with not just tools, but also a platform to collaborate and exchange ideas,” shared Mr. Bijoy T. from India. Ms. Nor Lela from Malaysia added, “Storytelling is a powerful tool to connect and inspire. This training has strengthened our ability to communicate our cooperative’s impact effectively.”

In his closing remarks, Mr. Balu Iyer reinforced the need for continuous learning and collaboration, urging participants to utilize digital platforms to expand their reach. “Cooperatives have remarkable stories—let’s make sure they are heard,” he concluded.

For more information on future ICA-AP training programs and initiatives, visit https://icaap.coop/ or follow ICA-AP on social media.  

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