Paul Bell, IPPF www.charitycomms.org.uk/events

1. From choice, a world of possibilities
IPPF brand development
Developing the brand, building an identity
Paul Bell
Senior Communications
Officer, IPPF Central Office
Charity Communications
Seminar, November 2010

2. About IPPF
 Global sexual and reproductive health service
provider and advocate for SRH and Rights
 Member Associations/Associate Members in 172
countries
 National, autonomous NGOs federated to IPPF
 69 million services, 8,530 clinics, 64,535 service
deliver points
 70% of clients are poor, marginalized, socially
excluded, under-served
 40% of clients are young people
Charity Communications | November 2010

3. IPPF Structure
Charity Communications | November 2010
MEMBER ASSOCIATIONS
Autonomous, national NGOs (serviceproviders,advocates)
CENTRAL OFFICE
(LONDON)
Global fundraising, advocacy,
Communications, Technical
Support
SIX
REGIONAL
OFFICES
GOVERNING
COUNCIL
Thirtymembers, volunteers
Elected from Regions
REGIONAL
COUNCILS
All MAs represented,
elected volunteers
Secretariat
Governance
National

4. Why change IPPF’s brand?
 Our strategy had changed, but our identity had not
 The world in which we worked had changed and we
needed to adapt
 Across the Federation we couldn’t be easily identified
as belonging to the same organization
 We needed a more confident identity that
differentiated us from other organizations
 Our communications across the Secretariat were
inconsistent and unfocused
 Risked losing touch with key audiences
Charity Communications | November 2010

5. IPPF’s previous visual brand identity
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6. A clear identity?
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7. Where’s the link?
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8. Charity Communications | November 2010

9. Next steps
 In 2005, global brand consultants Porter Novelli
concluded:
 There is no clear brand structure or hierarchy to denote
that IPPF is a powerful global organisation with a coherent
international structure that reaches down to the ‘grass
roots’
 A new direction was needed to better address what IPPF
was and where volunteers and staff wanted IPPF to go
Charity Communications | November 2010

10. Positioning of other organisations
Greenpeace: a campaigning organisation
that uses non-violent, creative
confrontation to expose global
environmental problems and their causes
Friends of the Earth defends
the environment and champions
a healthy and just world.
Médecins Sans Frontières (MSF) is an
international humanitarian aid organisation that
provides emergency medical assistance to
populations in danger in more than 80
countries.
Oxfam
International, finds
lasting solutions to
poverty, suffering
and injustice.
The International Red
Cross & Crescent mission
is to improve the lives of
vulnerable people by
mobilizing the power
of humanity.
PETA is dedicated to establishing
and protecting the rights of all animals. PETA
operates under the simple principle that animals
are not ours to eat, wear, experiment on, or use
for entertainment.
Campaign
against
Campaign
for
Why
(Mission-driven)
How
(Operations-driven)
Charity Communications | November 2010

11. Repositioning IPPF?
Why
(Mission-driven)
How
(Operations-driven)
Campaign
against
Campaign
for
Advocating
forourselves
Talkingto
ourselves
X X
X
X
X
Where you
want to be
IPPF (2005)
Charity Communications | November 2010

12. “Unity not Uniformity”
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13. The ‘arms around the world’ logo
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14. A logo and colour scheme for each Region
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15. A strapline to support the logo
From choice, a world of possibilities
Charity Communications | November 2010

16. Steps towards a unified brand identity
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21. IPPF/MA logo lockup
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22. Applying the logo to Member Associations
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23. Charity Communications | November 2010