The international children’s charity, Hope for Children, has rebranded to coincide with its 21st anniversary, marking a change in its strategic direction.
As part of its digital marketing, the charity has shared a whiteboard video animation about the rebrand on Facebook, Twitter and Instagram.
It has used the full length video for Facebook and Twitter, but a shorter version on Instagram.
The new branding has been developed internally by the charity’s marketing team.
Chris Lyne, marketing manager, said: “Over the past 21 years, Hope for Children has prided itself on using positive messaging to communicate the impact that our vital work is having on the lives of vulnerable children across Africa, Asia and the UK.
“However, with over 164,000 registered charities across England and Wales it has become increasingly difficult for a charity of our size to stand out in such a crowded market. Particularly in the last 12 months which has seen some of the larger organisations take a more upbeat approach to their marketing.
“With this in mind, we decided to place a greater emphasis on the concept of what makes a safe and fulfilling childhood and how Hope for Children is making this a reality for more of the world’s children.”
What does the rebrand involve?
The charity has redesigned its logo an introduced the strapline: ‘Because every child deserves a childhood’.
The rebrand overlaps with the roll out of Hope for Children’s new give year strategy, which seeks to “help alleviate the root causes of poverty and give more children the childhood they deserve”.
Murielle Maupoint, Hope for Children’s chief executive said: “We believe that our refreshed look will help us attract new supporters who may have never heard of Hope for Children and in turn help many more vulnerable children around the world.
“When we think of childhood, we each hold an ideal in our mind as to what that should be – words such as ‘safe’, ‘care-free’, ‘loved’, ‘play’, ‘opportunity’ and ‘fun’ spring to mind.
“Yet for nearly half of all children in the world, the reality of childhood is very different to our ideals or definitions. Nearly one in two of the 2.2bn+ children in the world are living in poverty – not just in terms of income but also their environment negatively impacts their psycho-social and physical development.
“Hope for Children is committed to giving more of the world’s children a happy, healthy and positive childhood. We are improving their access to education and healthcare, empowering their families to support themselves whilst developing their confidence and self-esteem. Most importantly we are giving them hope.”
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