Media, influencers, and CSOs push for closer collaboration to bring grassroots stories into mainstream and digital focus.
TIL BDR GHALLEY | Haa
In Bhutan’s evolving media landscape, where attention is increasingly shaped by digital platforms and fast-moving social feeds, media professionals, content creators, freelancers, and civil society organisations (CSO) are confronting a shared challenge: how to ensure that stories of community change do not remain confined to the margins.
From rural women’s collectives and local entrepreneurs to organisations supporting health, advocacy, and community development, participants said civil society initiatives are driving meaningful change at the grassroots. Yet many of these stories struggle to gain sustained visibility in mainstream and digital narratives.
“Communication is the foundation of collaboration,” said Ngawang Tenzin, a producer with Bhutan Broadcasting Service (BBS). “Without open communication between CSOs and the media, meaningful cooperation becomes difficult.”
He said many civil society organisations are addressing issues that government agencies alone may not always be able to reach comprehensively, particularly among vulnerable groups and remote communities.
“If CSOs are willing to engage with the media, journalists can help give them a voice and a face,” he said. “That is how their work becomes visible, and ultimately, how communities benefit.”
The reflections came during a sensitisation workshop organised by the Bhutan Media Foundation (BMF) with support from Helvetas Bhutan and funding from the European Union. The programme brought together 23 participants, including 14 journalists from mainstream media houses, eight influencers and content creators, and two freelancers.
The discussions went beyond institutional frameworks and reporting practices to a broader question: how storytelling itself is changing, and who now has the power to shape public narratives.
Social media influencer and theatre actor Dorji Gyeltshen, popularly known as Soya, the workshop provided a deeper understanding of how digital platforms can be used to support social causes.
“One of the most valuable lessons from this workshop is understanding the important role that content creators and influencers can play in raising awareness about social issues,” he said.
“We learned how CSOs and community-based organisations (CBOs) work directly with communities to address real challenges, and how digital platforms can help bring those stories to a wider audience.”
He said the workshop highlighted the importance of responsible storytelling and the need to create content that is fact based, meaningful, and socially relevant. “Being part of this first platform is both exciting and meaningful. It creates a unique opportunity for journalists, influencers, CSOs, and CBOs to learn from one another and work towards a common goal of informing and empowering communities.”
According to him, influencers have a responsibility that extends beyond entertainment. “It’s not just to entertain, but to be responsible and aware. We are a small pillar, but we are loud. That loudness can reach many people. I now better understand my responsibility as a content creator and how I can help CSOs and CBOs reach larger audiences.”
He added that workshops of this nature help influencers better understand community issues and equip them with the knowledge needed to communicate them accurately. “By strengthening collaboration between media professionals and civil society organisations, we can reach more people, encourage meaningful discussions, and inspire positive action. Ultimately, this contributes to a more informed, engaged, and socially responsible community.”
Speaking on the role of influencers and freelancers in civil society promotion, Tshering Denkar, well known influencer behind Denkar’s Getaway, shared her experiences in the digital space and emphasised the influence content creators can have in raising awareness, supporting community initiatives, and driving positive social change.
“Once you become the face, you become the voice. You will at least get to be part of the solution,” she said.
She encouraged aspiring influencers to view their platforms as tools for positive change and to gradually move beyond entertainment driven content.
“There comes a stage where influencers should ask themselves how they can make a difference and use their platform to raise awareness, help people, and support causes that matter.”
For civil society organisations, the workshop provided an opportunity to reflect on how stronger engagement with media and digital creators could improve public understanding of their work.
Sonam Choden of Entrepreneurs Bhutan said many CSOs and CBOs possess powerful stories that are not always effectively communicated to wider audiences.
“When media have a deeper understanding of the work of CSOs and CBOs, they can tell more accurate and engaging stories,” she said. “It also helps raise public awareness and bring greater recognition to the important work being done across Bhutan.”
She said civil society organisations remain critical development partners because they work closely with communities and respond to social needs that require sustained attention.
“Their efforts deserve greater visibility and support from both the public and the media,” she added.
Journalists and media practitioners at the workshop also reflected on how collaboration across sectors could strengthen reporting on social and development issues.
Rinzin Lhamo, a researcher and content writer with BBS Channel 3, said each stakeholder brings distinct strengths that can enhance storytelling.
“Journalists provide credible information, influencers reach wider and younger audiences, and CSOs and CBOs bring lived community experiences,” she said. “Together, they can raise awareness, encourage public engagement, and inspire positive social change.”
She added that such collaboration encourages more human-centred reporting.
“CSOs and CBOs understand local challenges because they are part of those communities. Journalists ensure accuracy, while influencers make stories relatable. Together, they can create powerful human-centred narratives.”
Freelance journalist Dechen Wangdi said the discussions reshaped his approach to development reporting.
“In future, I want to tell more stories about the people behind these organisations, giving a human face to their work,” he said. “People should understand the personal journeys, challenges, and motivations that drive these initiatives.”
He said civil society stories are most impactful when told through lived experiences rather than institutional descriptions.
“Working alone, they are not able to reach their full potential,” Dechen Wangdi added.
The workshop explored the institutional and legal framework governing CSOs and CBOs, registration and compliance processes, governance standards, and the role of civil society in empowering communities. It also examined strategies for strengthening cooperation between media professionals, influencers, and civil society sectors to improve storytelling and public engagement.
Riku Dhan Subba, Executive Director of the BMF, said the initiative was designed to strengthen both capacity and collaboration.
“The workshop aimed to strengthen the capacity of media professionals, including freelancers and social media influencers, to better understand the work of civil society organisations in the country, including their roles and impact, while also enhancing collaboration among participants,” he said.
“In the past, freelancers and journalists often worked in separate spaces. This platform was created to bring them together to foster a shared understanding of Bhutan’s media landscape.”
As Bhutan’s media ecosystem continues to evolve, participants discussed that the future of storytelling will depend increasingly on collaboration where journalists, influencers, and civil society actors work together to ensure that community voices are not only heard, but meaningfully amplified beyond headlines and hashtags.
