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The Seed

Communicating
an Engaging
and Authentic Story

La semence

Le 1515 Lincoln Gallery, est une galerie d’art installée dans une demeure historique datant des années 1920 située sur le Lincoln Boulevard à Oklahoma City, on y présente essentiellement de l’art contemporain et de l’art ancien.

Communicating
an Engaging
and Authentic Story

The Seed

Mouvement pour l’enfantement dans l’autonomie (The Movement) advocates for people’s rights throughout their maternity journey, promoting autonomy in childbirth and access to quality services.
After years of volunteer engagement, the Movement secured its first funding in 2020, enabling the hiring of a professional team. This transition marked a turning point and raised a critical question: how do we quickly transform a small activist organization into a coherent entity capable of reaching a broader audience? With a mission focused on rights advocacy and recognized expertise in supporting families, The Movement sought to clarify its message and refine its digital presence to serve its community better and raise public awareness about issues of autonomy in childbirth.

The Synthesis

As The Movement underwent a period of strategic repositioning, the organization sought a partner capable of bringing coherence to its scattered communications and creating a robust digital ecosystem to support its growth.
After a recommendation from a trusted collaborator, The Movement hired Tansley to guide it through this crucial transformation. The organization faced several challenges, including a confusing website, inconsistent communication, and difficulty in clearly and consistently conveying its mission to its community and the general public. Beyond a simple website redesign, Tansley proposed a holistic approach to restructure the organization’s digital ecosystem and communication strategy. This collaboration enabled The Movement to strike a delicate balance between its activist DNA and the need for accessibility, thereby creating an authentic and sustainable communication strategy that grows its membership base by reaching a broader audience.

The Growth

Tansley a orchestré la transformation complète de l’écosystème numérique du mouvement, créant une stratégie de communication 360° qui unifie site web, infolettre et réseaux sociaux dans un message cohérent et accessible.

From a completely redesigned website with an intuitive user experience to an innovative newsletter strategy that becomes the heart of their content strategy, Tansley built a robust digital ecosystem for The Movement. The creation of the blog and regular production of in-depth articles positioned the organization as a trusted expert reference in the field of autonomous childbirth. The integration of the “Du cœur au ventre” platform to collect testimonials reinforced the organization’s mission by giving families a voice. This comprehensive approach empowered The Movement to develop more targeted communications, where each element—newsletter, articles, and social media—works together to amplify their message and create lasting engagement with their community.

The partnership between Tansley and The Movement was founded on genuine collaboration, making it possible to preserve activist authenticity while developing a more structured and sustainable approach to managing the brand and communications to its community.
Tansley developed a tailored approach that respected The Movement’s fundamental values while presenting engaging and personable content, a consistent communication plan, and clear call-to-action messaging. The team created a sustainability plan that consistently collected monthly user data to adjust and refine the content throughout the process, ensuring that The Movement’s users valued the content. Additionally, the 360° communication plan enabled The Movement to repurpose its content across various digital ecosystem channels, engaging a broader audience.
The transformation orchestrated by Tansley allowed the Movement to regain coherence and impact in its communications, creating a solid foundation to pursue its rights advocacy mission.

« What’s game-changing is the fact that the newsletter is the link to the website and social media, and that we reuse our articles. Ultimately, our newsletter will remain active for at least another month. The longevity is what we call 360° communication. » 

Sabrina Sahed, Coordonnator

« Tansley taught us how to tell a story. That’s the key. » 

Sarah Landry, Executive Director

The partnership between Tansley and Mouvement pour l’enfantement dans l’autonomie created more than just a digital presence: a true communication foundation that enables the organization to pursue its growth autonomously.
As the Movement continues to evolve and explore new projects, such as a provincial tour, the organization can count on a solid digital infrastructure and a proven communication approach. This collaboration demonstrated that it’s possible to reconcile activist authenticity with mainstream accessibility, creating a communication model that inspires and mobilizes while educating and raising awareness.

The Fruits

Our collaboration with Mouvement pour l’enfantement dans l’autonomie generated a 25% increase in website traffic and a 25% increase in time spent on the site, without resorting to paid advertising. The “Du cœur au ventre” testimonial system enabled them to transition from difficult collections to regular monthly requests, thereby strengthening the organization’s mission.

Services Provided

  • Market Research and Customer Surveying
  • "Du coeur au ventre" Logo Design and Brand Development
  • Website Design and Development
  • Website Copywriting and Content Creation
  • On-going Website Support Services and Administration Training
  • Social Media Platform Channel Branding
  • Newsletter Design and Development
  • Original Content Creation w/Interviews and Surveys
  • Social Media Editorial Charts Creation
  • Content Publication and Scheduling
  • Brand Curation and Optimization
  • Branded Supplemental Material
  • Monthly User Behavior Data Collection on all Digital Ecosystem Channels
  • Web Hosting and Digital Ecosystem Sustainability
  • Monthly Creative Strategy and Creative Consultation

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David Gascon

Chief Creative Director and Partner
David Gascon’s career blends creativity and leadership in film and advertising, underscored by his deep passion for visual storytelling. After six years of academic training in filmmaking, David has spent over two decades as a director, producer, and cinematographer, significantly influencing both fields. He also contributed to film education, teaching for seven years and directing a film school in Montreal. Transitioning his focus to design, David co-founded his agency in 2019 and rebranded as Tansley in 2021 with partners Mathieu Guérin and Erahm Christopher. As the creative director of Tansley, he is committed to empowering entrepreneurs by shaping enduring brands and fostering a collaborative environment for diverse talents to thrive. At Tansley, David embraces the opportunity to create value in a noisy world, empower entrepreneurs, and build a legacy that aligns with his personal and professional aspirations. This role allows him to integrate his passion for filmmaking and teaching with his leadership in marketing, making Tansley not just a company but an extension of his values. David is an avid traveler and photographer, capturing breathtaking scenes from Iceland to Indonesia. He enjoys camping and star gazing, which allow him to connect with nature and escape the bustle of city life. While he is happy to have achieved many career milestones, David’s greatest source of pride is his son, Hadrien, who constantly inspires him to appreciate the value of life each day.

Erahm Christopher

Creative Strategist and Co-Founder
Erahm Christopher is an accomplished filmmaker, social strategist, entrepreneur, and speaker renowned for his ability to forge authentic connections through impactful storytelling. His career began when he created the influential Teen Truth series, which led him to address crucial issues within challenging educational settings across North America. Over time, Erahm expanded his scope, founding an educational content company, directing the feature film Listen, and spearheading mental health initiatives in communities across North America. His films and live experiences have connected with audiences of over 8 million people. Erahm is also an acclaimed author of several books, a TEDx speaker, and a contributor to the Washington Post. His combination of storytelling finesse and strategic planning enables him to work seamlessly with governments, nonprofits, and businesses worldwide. In 2020, Erahm helped launch Tansley with a clear goal: to revolutionize how entrepreneurial businesses engage with their audiences through storytelling. Looking ahead, Erahm is eager to merge his varied professional experiences to enhance Tansley’s ability to craft meaningful brand narratives that speak to customers and drive tangible business growth. When he’s not strategizing at Tansley, Erahm loves to be outdoors—whether skiing in winter or kiteboarding in summer—and values the balance these activities bring to his busy life. He treasures time spent with his family, embracing the philosophy that life’s best lived with a blend of meaningful work, connections, and activity.

Mathieu Guérin

SEO | SEM Strategy Director and Co-Founder
Mathieu Guérin has sharpened his expertise in digital marketing and web visibility over fifteen years, backed by a solid foundation in administrative technology and e-commerce from UQAM. As Tansley’s CTO, Mathieu drives strategies that do more than function—they succeed, delivering quantifiable wins for our clients. He’s more than just the tech-savvy brain behind Tansley; he’s a visionary who has founded and steered two successful companies, mastering the complex world of digital strategies that elevate brands to industry leadership. At Tansley, Mathieu finds a perfect match for his dynamic, results-driven approach, ensuring that strategies are flawlessly executed to ensure clients exceed their objectives. Mathieu particularly values concrete metrics and genuine client relationships that define our work at Tansley. Away from the digital landscape, Mathieu seeks the tranquility and thrill of the ski slopes, where he recharges among mountain vistas and cherishes quality time with his family. His life revolves around three core values: family and friends, respect for others, and honesty. The commitment and care Mathieu brings to his personal life are also integral to his professional. Mathieu continually seeks new opportunities to enhance his skills and strives to integrate his passion for technology with robust business strategies at Tansley.
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