WORK
Pan American Development Foundation (PADF)
Objective:
Revitalize the brand and image of this venerable hemispheric non-profit created by the Organization of American States (OAS) to assist the least advantaged people in Latin America and the Caribbean through economic development, civil societies, and humanitarian/disaster relief. Help evolve the image from a conservative institution into a more contemporary, consumer-friendly, marketing-savvy cause brand. Diversify funding base to grow corporate and individual donor base through innovative cause-related and corporate social marketing initiatives as well as branded campaigns targeting specific donor audiences.
Solution:
Interlex is working on a long-term brand identity evolution program for PADF. In the transition period we have begun to evolve the image of the PADF through the development and implementation of a cohesive contemporary graphic approach to all corporate communications. We have also created new branded cause campaigns to engage and mobilize niche audiences including Latino Youth and Cuban Americans for Cuba and Central American Disaster Relief, as well as African Americans and cause-conscious consumers to fight child exploitation in Haiti.Results:
Have succeeded in helping PADF diversify its base of supporters via both corporate and individual contributions while positioning the organizations as a progressive non-profit vehicle for making the hemisphere a better place for all. Enabled a swift response by PADF to both the Haiti and Chile earthquake relief efforts in 2010, working to develop multimedia, bilingual hemispheric campaigns featuring celebrities.