Filed under: History | Tags: amnesty, brand development, branding, future, History
For a quick view about Amnesty it is easy to realize that Amnesty’s identity is different between the countries. I am from Greece and the identity of Amnesty is so different from that in U.K. Different colour, the logo, the font and of course the design. It is sure that this impacts and in the image of Amnesty Worldwide. Somebody can say that human rights are international and they have to be adopted in each country under the traditions and the habits of its people. But we live in the era of the globalization. Ideas, news and trends deliver very quick through the media, like the Internet. The habits and the way we act are not so different between the countries. So I think that it is important for the future of Amnesty to redefine its position and its identity.
Amnesty was designed in 1961 and we passed 50 years. So its identity needs to redesign. At the same time it has to be the same worldwide. This will give a more clear image in the operation of the brand and also will strength its prestige.
Amnesty International is one…It is the same everywhere…Its aim is to protect human rights… It is the organization which fights anybody who try to abuse the human rights… This view must be performed during the identity of Amnesty International.
Logo – colour – sites – campaigns – strategy have to be the same…
Filed under: N.P.D, N.P.D. - Proposition | Tags: branding, brands, charities, volunteering
For the evaluation of my brief I found interesting and essential to discuss these 3 ideas with some students who are part of my focus group. Their ideas and opinions led me to focus more in my strategy, to redefine my brief and to concentrate more in one of the ideas.
Greek – 23 years old
Postgraduate in Financial
He mentioned that the idea of University it sounds real. “It is interesting to have the choice to improve your knowledge through this kind of education”. Also it will more exciting to study one year, for your masters, in real cases because it will be a motivation to be more concentrate in your mission. You will feel that via your studies you contribute to solve the real problems of human rights.”
Spanish – 21 years old
Undergraduate in Sociology
He said that it will be great to work during your studies in something relevant with your studies. “Usually, if you study in a university, sometimes you need money to pay your fees. So you are looking for part time jobs, like in pubs and shops. With this idea you can work in something relevant with your skills. This seems to me that in the same time you can have a practice and you can use this experience in your CV.”
English/Greek – 23 years old
Undergraduate in Sociology
She said that in this time if you are a volunteer, charities ask you in which sector do yo want to work and which skills do you want to learn, but the idea of the university and the certifications will be more serious and more useful for a new volunteer. Also she is already a volunteer and she is interesting in human rights and she mentioned about the site that it is fascinating to have a site, especially for human rights, where we can share our ideas about human rights.
Filed under: N.P.D, N.P.D. - Proposition | Tags: Arts, brand, brand development, branding, charities, design
The proposition is the strategy which you suggest as a solution of a problem. In this case, the problem in charities are the images of them and especially how people perceive them. After the definition of my territory, I try to apply my proposition in one brand. This is Amnesty International. Amnesty is an international non government organization which aims to protect human rights. The choice of one brand will help me to apply in a better way my strategy and to have more real results.
The proposition is the result of the evaluation of the territory and of my audience.
My proposition called “Real Action in the Real World” and it aims to strength the prestige of Amnesty International. The audience is young people and the aim is to approach them providing a relevant way of volunteering. The strategy is based in 2 guidelines:
- a new way of volunteering
- better communication system
The 3 ideas which aim to cover the problem and young people’s needs are:
a) Amnesty University – Young people mentioned that they need through their volunteering experience to learn new skills. So the idea of a university, will provide the opportunity to improve their knowledge and in the same time to be interested with human rights.
b) International cooperation – Young people mentioned that in the future will travel abroad as a soution to find a good job. So it will be essential to have a support which will help them to find all the particular information they need. Amnesty international will be the support and it will help them to find job in a foreign country. This job will be in Amnesty or in employers who cover Amnesty’s criteria. The only term is that they have to be members of Amnesty International.
c) Amnesty “Youtube” – Young people mentioned that in the future the Internet will be the unique medium for their information. So Amnesty needs to adopt the needs of young people and to design a site where a user will have the opportunity to be informed about human rights, to create his own blog and to upload videos relating to human rights.
These 3 ideas, are under the same “strategy” and it aims to show that real action is more important than donations. Amnesty wants to engage with young and to present a new way of volunteering. More effective and more real. A way which cover the needs of the era and which is going to create the next generation of volunteers.
Filed under: History | Tags: amnesty, brand development, branding, charities, human rights
Today Amnesty has 2.2 million members in more than 150 countries. The center of Amnesty International is in U.K. and especially in London. After that Amnesty has different local groups in the same country and of course worldwide. Each group has its missions but all of them operate under the same strategy of Amnesty International.
The Secretary General is in Amnesty International in London. Secr. General and the Commission take the decisions about the strategy plans and the management of Amnesty. This time Irene Khan is the Secretary General of Amnesty International. She is the first woman, the first from Asia andthe first Muslim, who holds this hard position i the structure of Amnesty Int.
The most important events of Amnesty Inter. these days are:
- Olympic Games in Beijing
- Stop Women Violence
- Control Arms
- Abolish death penalty
Amnesty International is trying all the time to be the last hope of the people worldwide. The prisoners of conscience holds the first place in the causes of Amnesty but there are also more than 4000cases. Amnesty operates like a world newspaper. It receives information for illegal prisons and trials and when Amnesty evaluates that this information is real, it starts a race with campaigns and actions with the help of its members to press the governments to take decisions for the protection of human rights.
Independence – Impartial – Neutral are the 3 basis of Amnesty International organization. They are the keys about its development.
Filed under: N.P.D, N.P.D - Audience | Tags: brand development, branding, charities, future trends, young people
The idea of something new requires to predict the future. The future trends in this stage play a crucial role to realize the needs and the wants of your focus group. Your audience always is giving the solution to you. The only thing that you have to do is to be objective. You have to listen carefully their opinions and their beliefs. The translation of these information will lead you to define your brief and to start thinking for the new product which will fulfill the gap in the market.
I found a report which called “Future Leaders Survey 07/08” which was published by UCAS and the Forum of the future. In this survey there are the results of 25.000 responds of students who study in U.K. They mentioned their opinions about the future of Universities in U.K., what they believe about the politics and how their behavior will impact in the future.
The results of this survey showed that young people believe that a good job in the future will provide them happiness. The good job, which means good salary and friendly working environment, is a basic factor to have happiness in their lives. Also they believe that in the future will be an option to travel abroad to find a job. The globalization plays a very important role in our lives and the next generation knows that it is going impact more and more their lives. Finally they mentioned that the internet is going to be the unique medium of information. In the future, more than these days, the internet will be the medium for everything that they need. Social Networking like facebook and the platform like Youtube are two particular examples which shows this trend.
As a conclusion, the next generation realizes that the future will be very competitive and the high education (skills, degrees, masters, languages) is going to be the most powerful and useful tool for them.
Filed under: N.P.D, N.P.D - Audience | Tags: Arts, branding, charities, design, volunteering
The area of the charities presents a big problem. People trust less the charities than before and at the same time they found them boring and old-fashioned. This is one point that charities cant engage with young people. But young people are the hope for the future of charities. Young people believe that charities have the power to contribute to society and to change the conditions in a better way. But the problem is that charities can not approach young people. The services and the applications that they provide to them cant cover the needs and the wants of this group.
To make donations is something difficult and impossible for the majority of young people and the volunteering is the only way to support them. So in this phase I created a questionnaire about the volunteering. It was published in Bath Spa University and the sample are 300 students (16-25 years old). The questionnaire was divided in two parts. The first one was for people who are not volunteers and the second who are. The reason that I created this questionnaire was that I need to realize the needs and the wants of my focus group. What are their opinions about the volunteering and what do they expect for this area.
From the first questionnaire which was for people who are not volunteers the results showed me that main reason is the time. Young people they dont have enough time to spent for volunteering. Studies and working are the two basic reasons who spend they time. But on the other hand they mentioned that if they had the opportunity to be volunteers they would prefer to learn skills through this experience. This point shows that young people are not interested in the way and the image of the volunteering these days. They need to spend the only free time that they have in something more useful about their life. Of course the cause and to help people is the first priority t be volunteer but if we see again the results of the “UK Giving 07”, we conclude that it is not enough for them.
The second questionnaire was for people who are volunteers and the spotlights of this research showed that charities need a better communication system and also a better structure. About the communication, the responders mentioned that they were informed about the volunteering with the word of mouth. This means that charities dont have a good communication system to transmit their actions. Also they mentioned that they found difficult to leave a charity. They have the feeling of working.
The evaluation of the information leads to realize what exactly young people expect through the volunteering. We are in a nodal point which means that we talk about a new generation of volunteers. To build a wall, to carry a table or to give prospectus in the streets are not something exciting for the next generation. They need something more tangible. Something relevant with their skills….
Filed under: N.P.D, N.P.D - Audience | Tags: Add new tag, art, brand development, branding, charities, design, volunteering
Young people during the surveys showed me that are the most positive group which believe that charities can change something. But there are evidences and especially surveys which prove that young people are the least group likely to donate and to be volunteers.
NCVO and CAF published an survey which called “UK Giving 2007” and it includes results about the volunteering in U.K. There are many information which showed the behavior and the attitude per gender and how social events impact in their life.
The summary of this survey showed that women and a group aged (45-65) are the groups who most likely to donate and to be volunteers. On the other hand, young people are the group with the lowest support in the charities.
So here we have a question: Why young people, the most positive group for the charities, support them less than the other ages.
The answer for the donations is simple. Young people are students and so it is difficult for them to contribute to charities with money. So the only way is via the volunteering. But at the same time, young people are the lowest group who are volunteers. Why????