About

Ratiba Cherif  a DM&E wonk turned creative entrepreneur founded The ToC Creative after 10 years of tinkering with ideas to improve program design and effectiveness.`

The operational procedures, unrealistic project design timelines, the focus on measuring outputs in the aid industry have become very tight, this prevents practitioners from carving out the time to reflect on the why, the what, the how and the so what of their work. In 2017, I set out to design solutions that help us grasp the complexity of social change given the underlying systems we work in. Breaking away from linear processes to allow us to collectively comprehend all the variables at play with communication methods that don’t keep looping back to the same questions and answers. 

The creative approaches I designed are meant to be catalysts for reflective practice: ReThink Social Change cards and InSight Story Dice for Results help tease out tacit knowledge so change makers can get to the heart of projects at all stages of the project cycle.

When not thinking about how change happens and how to measure it, I can be found with exploring life with my sons, playing the saxophone or telling the stories of a new breed of creatives, makers and designers from North Africa.

The ToC Creative was envisioned as a virtual  collaborative hub where we imagine and test solutions to improve how we make social change happen and find win-win opportunities for partnership. So if you work on social change and care about what you do and how you do it and this resonates with you, we should talk!