Caritas Branding Communications Forum 2012
Caritas A Five Second Test
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Caritas Whichaidnetworksdidyou spot?
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.
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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
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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.
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
Caritas What is a brand? More than a logo How to we want to be seen, heard and understood by various audiences
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
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
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.
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)
Caritas Co-branding in an emergency
Caritas Co-branding on a single campaign or event
Caritas Co-branding on website
Caritas Caritas branded day wear for all staff
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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?
