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Caritas

Caritas. Branding Communications Forum 2012. Caritas. A Five Second Test. Caritas. Caritas. Which aid networks did you spot?. Caritas. Agreeing the problem. Churches and related organisation are at the forefront of responding to emergencies and undertaking development.

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Caritas

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  1. Caritas Branding Communications Forum 2012

  2. Caritas A Five Second Test

  3. Caritas

  4. Caritas Whichaidnetworksdidyou spot?

  5. Caritas Agreeing the problem • Churches and related organisation are at the forefront of responding to emergencies and undertaking development. • Caritas is in terms of membership and geographical reach the second largest aid operation in the world. • But compared with other large families, our work does not always show that we belong to a strong family.

  6. Caritas .

  7. Caritas Impact Our lack of highvisibility as one family impacts on oureffectiveness: • Our ability to influence keydecisionmakers • Fundraising • Credibility • Our ownsense of familyidentity • Our members have little recognition outsidethereownborders, including the oneswhoworkinternationally

  8. Caritas

  9. Caritas

  10. Caritas What is in a name? There are 52 Caritas members who do not have the word Caritas in their name. These include: CRS, CAFOD, CORDAID, Trócaire, SCIAF, SECADEV, CADEV, Karina, Tirisanyo Catholic Commission, Ethiopian Catholic Secretariat, etc. Thereislittlelegalprotectionfor the Caritas name.

  11. Caritas • Media • The media coverage over a 12 month period in 100 selected English language papers published Africa, Asia, Latin America, Middle East, Pacific, Europe and North America • IFRC 1229 • Oxfam 279 • MSF 226 • Save the Children 131 • World Vision 88 • Caritas plus members known by other names 58 • IRC 47 • Care 36 • LWF 4 • Caritas 12

  12. Caritas What is a brand? More than a logo How to we want to be seen, heard and understood by various audiences

  13. Caritas Branding objectives Build a strong shared family identity Increase global visibility and voice Improve effectiveness of confederation as a whole and of individual membership

  14. Caritas Branding Realities Strong visibility is crucial for existence and success of the confederation and its members Lack of funding at a secretariat level to attain visibility equivalent to that of other global players like the Red Cross, World Vision, Oxfam

  15. Caritas Other realities Our membersoften have wellestablished brand identities. Our membersidenditfythemselves more strongly or equallywithother networks like CIDSE. Rebrandingisexpensive. The currentcolour of the logo isgraphicallydifficult to workwith. Brand risk if weidentifytoocloselywith Caritas memberswhodon’t have the sameways of working or identity. National brands have grown up historically and reflect cultural realities.

  16. Caritas 2002 BrandingStrategy • Establish a standard logo that enables identification of all member organisations • Decide on the font, colours, and shape • Accept the word Caritas as a graphic element to which the graphics and identification elements of each Caritas can be added • All member organisations should integrate the word Caritas into all forms of their identification • A code should be established for using the logo. • Guarantee legal protection of the Caritas logo and name (national and international)

  17. Caritas Co-branding in an emergency

  18. Caritas Co-branding on a single campaign or event

  19. Caritas Co-branding on website

  20. Caritas Caritas branded day wear for all staff

  21. Caritas

  22. Caritas Questions Hasbeen part of Caritas everhelpedyourcommunications work? Howwouldco-brandingaffectyourcommunications, advocacy and fundraising work? Whatis the Caritas Brand? Whatelementswouldco-brandingneed? How do wepractically show ourvisibilityas a single family? Stepstomoveforward?

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