AFS Global Brand Campaign

From AFSWiki

More than two years ago, AFS Partners met to discuss how we would go about developing an AFS Brand Platform that we would all share. The AFS Brand Platform includes the Brand Promise, Attributes and Positioning. As you can imagine, this was a huge undertaking with so many countries involved, all who have different communications needs. After a long and inclusive process, the AFS Brand Platform was agreed upon and introduced to the AFS Network at the World Congress.

The next step is to develop a worldwide brand identity campaign (how we interpret the Platform in our materials, on our website, etc.). As this is a lengthy process as well, AFS decided to make a short-term marketing campaign available to Partners which would help us begin to put some of the brand platform concepts into practice. This new campaign is called 'Connecting Lives/Sharing Cultures' and you may have noticed the new look in AFS-USA's marketing materials with the colorful 'rainbow' bar. AFS-USA agreed to implement this Campaign across the board and use it for the approximately 18 months. We're in good company, already more than half the partners in the AFS Network are already using this campaign!

Here's a short powerpoint to read and share that illustrates the Brand Platform and the theory behind the new Campaign. If you have any questions on how to use the Campaign materials or need to know more about how to incorporate the Campaign into the work you do, please contact Marlene Baker at MBaker@afs.org with the subject line: Campaign Assistance. PowerPoint