Finding Your Voice. Case Study: Children International

Native Digital Children International
Finding Your
Brand Voice

Claire Bishop
@children
Justin Watkins
@nativedigital_

Vicky - Recent graduate - Role model - Making parents proud

Ricardo - Very bright 14 yr old - Greeted us in English - Recently cured of cancer - Mother suffering from terminal cancer - Oldest of 3 boys

Isela - Family of brickmakers - In rainy season makes $1.50/week - Dreams = basic needs

Emotional week - All kids were just kids - Some sad stories, but everyone was upbeat and working towards a better life

All captured on video.
So what’s the narrative?

First, let’s learn more
about the organization.

Humanitarian organization helping kids in poverty
across the world grow up healthy, educated,
empowered, and employed young adults.
Our goal: breaking the cycle of poverty.

We’ve helped over 1 million kids
across the world through our team
of local doctors, coaches, staff and
9,000 active volunteers.
+1m Offer programs in over 70
community centers in 10 countries
like Colombia, India, Zambia, and
Philippines to name a few.
70+ Funded primarily through monthly
child sponsorships. 90% of all
donations go directly to programs
helping sponsored children.
90%

When I joined in 2016 we were tackling many priorities.
Updating
Visual Identity
Updating
Website
Updating
Platforms & Tools
New Ways
To Give
Improving
Program Effectiveness
Restructuring
Internal Teams

We knew the brand needed to evolve, but not exactly sure in what way.
How do we communicate our purpose clearly?
What’s the right tone and voice?
How should visuals support this purpose and tone?

We knew the general direction.
Current. Updated. Trustworthy.
Relevant to future supporters.
Less reliance on guilt.

In our efforts to remove guilt from brand messaging
we swung the pendulum too far the other direction.
Our message was positive and encouraging
but missing a critical element.

Tell the raw story.
Show the hardships.
PROS
Powerful. Proven to work.
Dramatizes the obstacle and challenge well.
CONS
Out of context, it can be too heavy too soon.
Could inaccurately portray kids as victims.
Show only progress,
happiness & optimism.
PROS
Supporters feel good.
Portray kids in positive light.
CONS
If there’s no problem or conflict, there’s no story.
What problem are we solving?

Our job was to speak to both the
obstacle and the opportunity.

That can be a
very narrow lane
to walk down

That can be a
very narrow lane
to walk down
In marketing, we have a
very small window of time
to hold someone’s attention

FINDING YOUR VOICE
COMMUNITYHow does your audience talk?
1

“Being a sponsor humbles me. It takes my eyes
off of myself for a moment and allows me to do
what I can to facilitate another’s journey. Even in
such a small way ...It’s a chance to be a bit bigger
than myself.”

BASE
Loving
Nurturing
Giving
YOUNGER
Determined
Idealistic
Motivated
DONORS
Grateful
Thoughtful
Analytical

FINDING YOUR VOICE
CONVERSATIONWhat does your audience want to talk about?
2

The kids
Programs
Community of Sponsors & Volunteers
Context Surrounding Kids
Results

FINDING YOUR VOICE
COMPETITORSHow will you sound different?
3

Protagonist
Are we selecting the right hero?
Antagonist
Do we understand what we’re up against?
Setting
Are we in the child’s setting or the sponsors?
Conflict
What are we overcoming?

Celebrity
Founder
Sponsor
Local
Staff
Parents
Child
Western
Staff
Each other
Protagonist
A spectrum of the
haves and have nots

CONFLICT RISING
ACTION
CLIMAX RESOLUTION

Children’s International - See the Change - 2,775 views - 5:09 length
charity:water - Water Changes Everything - 1,860,085 views - 3:23 length
Save The Children - Most Shocking Second a Day - 54,476,067 views - 1:33 length
Girl Effect - The Clock is Ticking - 2,038,547 views - 3:04 length
RESOLUTION
RESOLUTION
RESOLUTION
RESOLUTION
CONFLICT
CONFLICT
CONFLICT

No one.
No man, no woman, no child
should ever have to drink
green water with bugs,
with algae, with diseases.
We believe in a world
where every person has clean
and safe drinking water and
we will keep fighting
until that happens.
Tone
Starting and
finishing strong.
Example:
charity:water

FINDING YOUR VOICE
DEFINITIONMemorable attributes of what we are and are not.
4

Supporter Sentiment
Guilt
These kids desperately
need help.
Fun
These kids are
playful and cute.
Inspired
These kids can succeed
despite major obstacles.

Inviting
never corporate, exclusive, insistent or nagging
Rallying
never apathetic, defeated or guilt-driven
Determined
never myopic or transactional
Journalistic
never the hero or center of attention

FINDING YOUR VOICE
PRACTICEExercise daily usage as a team.
5

SOCIAL MEDIA
A It’s the KIDS! See faces & details of kids whose lives will
be changed by you the sponsor! [link]
B
C
Meet Angelika: she loves listening to music, dancing and drawing.
Ready to help change her life? Sponsor her: [link]
CI contextualizes programs to deliver help to kids in poverty.
Meet the kids whose lives you can help. [link]

SOCIAL MEDIA
Meet Angelika: she loves listening to music, dancing and drawing.
Ready to help change her life? Sponsor her: [link]B
Respectful, personal, rallying, relatable,
attention on child not sponsor or program.

ABOUT US
A Everything we accomplish is because of our sponsors.
B
C
We connect world-changing sponsors with kids who desperately need help.
To end the cycle of poverty, we first start with one child.

ABOUT US
C To end the cycle of poverty, we first start with one child.
Inviting, rallying, determined with
attention on the goal not sponsor or program.

Cool. So what do
we talk about?

PUTTING VOICE INTO ACTION
The
Ripple Effect
Why? Prove lasting impact.
The
Face of Change
Why? Make it personal.
The Support
System
Why? Transparency through trust.
The
Cause
Why? It shows purpose.
Cultural
Immersion
Why? Provide context.
Reasons
for Giving
Why? Timely.

1 Pick a theme(i.e. The Cause)
2 Generate ideas for all mediums.(i.e. video, blog, photo, social, web)
3 Prioritize best messages & mediums.
4 Schedule and assign lead creator.

Native Digital Children InternationalPersonal connection - Motivating - Dignifying - Rallying, Determined, Inviting, Journalistic

RICARDO
Renewed Hope
VICKY
Living Proof
ISELA
Paving a Path

VIDEO PLACEHOLDER

COMMUNITY
CONVERSATION
COMPETITORS
DEFINITION
PRACTICE
How does your
audience talk?
What does your audience
want to talk about?
How will you
sound different?
Memorable attributes of
what we are and are not.
Exercise daily usage
as a team.

Finding Your Voice. Case Study: Children International

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Finding Your Voice. Case Study: Children International