Share Our Strength rebrands, plans new campaign

WASHINGTON: Share Our Strength announced new branding -- including a tagline, logo, and revamped Web site -- that aims to better tie together the nonprofit's various campaigns to end childhood hunger in the US.

WASHINGTON: Share Our Strength announced new branding -- including a tagline, logo, and revamped Web site -- that aims to better tie together the nonprofit's various campaigns to end childhood hunger in the US.

SS&K developed the new logo, showing the profiles of an adult and child within the “negative space” of an eaten apple core; the tagline “No Kid Hungry”; as well as messaging for use with the group's campaigns, including the “Great American Bake Sale,” and on its Web site, at http://www.strength.org/.

Elizabeth Kramer Wrege, director of communications, said Share Our Strength has also issued an RFP for an agency to provide media outreach for its latest campaign, the Great American Dine Out, to run September 21-28, 2008. The group plans to select the agency sometime in April.

American Express and the National Restaurant Association will help market the September event, in which restaurant contribute a portion of sales to the nonprofit, as well as encourage participation by restaurants. More than 1,600 have already signed up to participate.

With the overall rebranding effort, the goal is to emphasize Share Our Strength within all of the various campaigns and on the Web site, as well as broaden the appeal of the nonprofit to a younger generation – specifically, Generation X – or people aged 25 to 35.

“As each program had different logos and identities, so did the Web site,” Wrege noted. “So we wanted to align each property. That's why the apple is so important, because it connects all the different properties. As you navigate between the different Web sites and campaigns, it all ties into Share Our Strength brand.”

Beaconfire Consulting developed the Web site and online marketing strategy and Design Army also developed marketing and event materials. PSAs featuring the new brand are running on the Food Network and will also run in Family Circle/Meredith Publications and Nation's Restaurant News.

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