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Share Our Strength Launches New Brand
National Non Profit Sharpens Focus on Ending Childhood Hunger
Share Our Strength®, a national organization working to make sure no kid in America grows up hungry, today unveiled a new brand identity. Since 1984, Share Our Strength has been the leading organization working to end hunger in America by engaging the restaurant community and foodies in high-end culinary events. The new brand identity will realign and strengthen Share Our Strength’s priority to ending childhood hunger in America, engage a new generation of activists and philanthropists, and present a uniform, consistent look across all Share Our Strength campaigns and events.
The new brand identity, created with the help of New York-based agency SS+K who has also worked on behalf of Barack Obama and the Lance Armstrong Foundation, includes a new tagline, logo and revamped messaging. The new tagline, No Kid Hungry, as well as a new logo featuring an adult and child in negative space of a an apple core, reinforces the many dimensions and invisible nature of childhood hunger issue and Share Our Strength’s plan to end it. New logo uniformity among all of Share Our Strength’s campaigns and events creates a clear relationship among them and reinforces each as an integral part of our larger priority to end childhood hunger in America.
“After 23 years, it is becoming increasingly important for us to be able to engage and inspire a new generation of supporters in the fight to end hunger in the United States,” said Billy Shore, Executive Director of Share Our Strength. “Our new brand will help shine a spotlight on the invisible issue of childhood hunger and reinforce our position as the leader in the fight to make sure no child in America grows up hungry.”
Share Our Strength’s brand identity will be rolled out through the relaunch of its Web site, www.strength.org as well as the relaunch of Share Our Strength campaign Web sites for Share Our Strength’s Taste of the Nation (www.tasteofthenation.org) and Share Our Strength’s Great American Bake Sale (www.greatamericanbakesale.org). The new brand identity will also be rolled out through campaign and marketing materials, a new online marketing strategy, print and TV PSAs and through Share Our Strength’s corporate partners’ communication channels, including Food Network and American Express.
In addition, to broaden its appeal to a wider range of consumers, Share Our Strength will launch Share Our Strength’s Great American Dine Out, a new national campaign that rallies the nation’s entire restaurant industry from September 21-28, 2008. Thousands of restaurants across America will unite and mobilize consumers to dine out and raise millions of dollars to help Share Our Strength end childhood hunger in America. A new web site reflecting the new brand identity will launch April 1.
“We are proud to work with Share Our Strength in their fight against childhood hunger, and with this new and branding strategy, I am confident they will be able to reach an even wider audience,” said Curtis Wilson, vice president and general manager, restaurant industries for American Express Merchant Services.
The work to update Share Our Strength’s brand identity took two years to complete. The move was based on initial research from SS+K showing an eroding awareness of Share Our Strength’s mission among its target audience. The redesign of the Web sites was created by Washington-based online marketing firm Beaconfire Consulting. Campaign marketing and event collateral was created by Washington-based Design Army and ThinkTank Creative.
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