SYNDICATE 3

NISA SEPTIANITA 29114427

TITO AUDITAMA 29114313

USA

WHAT IS CARE ???

Founded in 1945
CARE is Cooperative for Assistance and Relief Everywhere
CARE is nonsectarian, impartial, and non-governmental.
CARE It is one of the largest and oldest humanitarian aid
organizations focused on fighting global poverty
CARES PROGRAM
Emergency response.
Food security.
Water and sanitation.
Economic development.
Climate change, agriculture, education and health.

History of CARE USA

Their donor are ADULTS 35 and up, college EDUCATED with an average SALARY ABOVE $75000

1960s,
CARE
pioneered a
number of
primary
health-care
programs

1945,
CARE
was
founded

1950s, CARE
extended its
activities into
developing
countries with
CARE
Packages

1980s,
CARE
developed
microcredit
and HIV /
AIDS
programs

1970s,
CARE
responded
to the
massive
famines in
Africa

2002
Largest
Humanita
rian in the
world

1990s,
CARE
expanded
into basic
education

CARE PACKAGE
The first CARE Packages were U.S. Army surplus 10-in-1
food parcels,
Later it included food for different cultural diets and nonfood
items such as tools, blankets, school supplies, and
medicines.

Problem Highlight
MAJORITY OF through GOVERNMENT with private donation being minimal :
2002 income $47% million ( 67% from Government)
2001 Public support $63 million ( 15% of total income)

UNABLE to EFFECTIVELY COMMUNICATE how they would fulfill their

MISSION STATEMENT :
o Many different areas of humanitarian work that the average donor was
unsure what care USA was attempting to do on a global scale.
o Vision became incompressible among the general public

Why did CARE embark on its Brand

review??
1. Substantial Confusion
2. Lack of connection

3. Inconsistences
4. GAP the perception and the reality

5. Revenue

Need of change from CARE old

portrait.
Inconsistencies in style and
message throughout the CARE
world

FY01 $25168
Fy02 $26,520

- Old mental picture of organization

- Unfocused vision and mission
- Tagline is not creative

LOW AWARENESS BRAND REVIEW

Evaluate The Process Led to the New Brand

Identity