1 From Caada to SafeLives Nicola Rodgers Communications officer
From Caada to SafeLives. Rebrand or refresh Brand Breakfast, 15 October 2015
Jan 22, 2018
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1
From Caada to SafeLivesNicola Rodgers
Communications officer
2
About SafeLives
© SafeLives 2015
We are SafeLives, a national charity dedicated to ending
domestic abuse. We’re here for one simple reason: to make
sure all families are safe.
Our experts find out what works to stop domestic abuse.
Then we do everything we can to make sure families
everywhere benefit. It works: after getting the right help,
over 60% of victims tell us that the abuse stops.
3
A bit about our approach
© SafeLives 2015
Our vision
Together we can end domestic abuse. We won’t stop
until all families are safe.
Our goal for 2015–18
To transform the UK’s response to domestic abuse and:
double the number
of families
who become
sustainably safe
halve the average
time it takes
families to get help
4
Our story so far
© SafeLives 2015
SafeLives emerged from an urgent need to find better ways
to help victims of domestic abuse.
We were set up as Co-ordinated Action Against Domestic
Abuse (Caada) by Diana Barran, our chief executive, in
2005.
5
The good
© SafeLives 2015
“Committed to improving
practice, making a
difference, influential and
evidence-led”
6
The bad
© SafeLives 2015
“Forceful, bordering on
dogmatic”
7
The bad
© SafeLives 2015
The Caada brand:
• Didn’t reflect our new strategy or blueprint for change
• Didn’t ‘talk’ to the public
• Was hard to communicate
• Wasn’t impactful enough with the audiences that we
hoped would help us to achieve sustainability
8© SafeLives 2015
The ugly
9
What happened next
© SafeLives 2015
• Briefed a number of branding agencies, inviting three to
pitch
• Appointed Pin Creative
• Workshops with our brand steering group to refine what
we’re all about
10
Creating the brand
© SafeLives 2015
Our logo and strapline
Simple and positive
11
Creating the brand
© SafeLives 2015
Our values
Human, rigorous and courageous
12
Creating the brand
© SafeLives 2015
13
And implementing it
© SafeLives 2015
Plan, plan, plan
• Catalogued and rebranded 800+ documents
• Easy to use, preformatted Office templates
• Comprehensive guidelines for staff
• Clear timelines
Co-ordinating with the website
• Tone of voice/copy
• Imagery
14
Use every opportunity!
• Brand steering group
• Brand ambassadors
• Intranet updates and links
• Team meetings
• Internal conferences
• ‘Ask the director’
• Chocolate, cakes – celebrate!
Keeping staff involved
© SafeLives 2015
15
Telling the world
© SafeLives 2015
Rebrands aren’t news – we needed a hook!
• Getting It Right First Time
• Media work with Amazon PR
• Amazing case studies
• National conference – the big reveal
• Social media – graphics (Canva), animation,
#safelives, live tweeting the conference to
generate more awareness
• Emails to stakeholders
16
The results
© SafeLives 2015
Key coverage
• Broadcast – Channel 4 News, Good Morning Britain, 5 Live, Sky
News
• Print – The Guardian, The Times, Daily Mirror, Sun
• Online – Telegraph, Huffington Post, Metro, ITV
+ regional outlets
17
The results
© SafeLives 2015
Social media
• Endorsements from Home Secretary and shadow Home Secretary
• 624 retweets (target 300)
• 80,000+ opportunities to see on launch day alone
• 2,500 engagements (target 50!)
18
The results
© SafeLives 2015
“Love the new name and logo.
The name is self-explanatory,
more memorable, inclusive and
more 'emotive' comes to mind.”
“[It's] a really positive name
which moves with the times
and actually describes your
aims.”
19
The results
© SafeLives 2015
“We had a clear new message
and it felt as if we were one
team aligned around this.”
“I’ve had really positive feedback
on the rebrand. It has been
reinvigorating, allowed us to
launch a new message and
celebrate our success.”
20
Top tips
© SafeLives 2015
• Prioritise – choose a ‘top 25’
• Delegate – get teams involved and give them the tools to
take ownership
• Be realistic about the time required
• Take time as a team – to plan and to be excited!
• A new brand is for life, not just for launch day – take time
to evaluate what you’ve achieved
Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk
Brand Breakfast
15 October 2015
London
#brandfast
Brand Breakfast
Rebrand or refresh
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