Charles MacCormack
President Emeritus, Save the Children


Strategic Communications

Challenge: How to strengthen and better define the Save the Children brand to amplify its voice and reach for children, and to help build support for a $350 million capital campaign.

Approach: Agency-wide brand strategy included audit of key internal and external stakeholders, market and focus group research, the development of a unique positioning and tagline, testing and refining messages, training key spokespersons, creating a unified visual identity and clarifying brand architecture, and establishing a new intranet site — BrandCentral –  that offers staff around the world easy-access to downloadable tools and templates, and information to “tell the story” in a consistent and compelling way.

Change Ignited:  United visual identity and aligned key messages and activities across the agency; deeper understanding of Save the Children’s work in the US and around the world among target audiences; and an increase in revenue including new corporate support, foundation gifts and individual giving.