The thread that pulls all our communications – from speeches to proposals -togetherOUR COMMUNICATION CORECaptures what we do and must be used in all communications, if only in senseUndaunted – about not shying away from challengesDetermined – use our knowledge to do what we know needs to be doneMedical expertise – our USPToughest places – captures fragile states in a consumer friendly, digestible wayWe stay – crucial and our one and only point of difference. Says health system strengthening without ever having to say HSS. Which is a good thing as no one knows what HSS is...Core of how we work and why – ties to strategy and values
This is about the way we communicate, the attitude, tone of voice and images – how we present ourselves. Should also reflect the culture of the organisation, each team and department so we have to communicate this.
It’s about not being held back, even when the timeline is too short and we are coming across internal barriers, though we needed to respond to the agenda taking place in the public. Would have been far easier not to do this internally and there was a fair bit of negativity but we carried on!
How will you talk the brand with your teams, will help with culture change in the organisation
What we look like – medical experts, health, frontline, emergency, toughest places etc
Need to become more corporate and obvious that it is us talking, beginning of the processComms team do not have resources to offer much more than responsive support
JWT...etcGo back to your teams and talk about the brand in terms of what it means for them, for you, for decision making.We will run this induction for all teams over the next month
Bringing the brand to life
Quick recap New visual identity launched in January Drive to become a more robust, consumer-facing brand, founded in need to raise significant volumes of voluntary income Our job now is to make the brand come to life, to use it so we inspire, unite our teams and foster a collective sense of what it means to be Merlin
Identity basics - strapline Medical experts on the frontline We work in the toughest places We bring medical expertise to vulnerable communities Our frontline is anywhere we find need, from neglected maternal health services to the chronic shortage of health workers
Identity basics - icons Incisive, fast, frontline rebuilding delivering emergency Hands-on, training lasting medical aid mother & child effective investing NOTE: Never use the tap or cross in isolation Undaunted medical aid rehydration Vitalising health care safe water
Undaunted and determined, Merlin saves lives. We deliver medical expertise to the toughest places. And we stay to help build lasting health care.
For comms/campaigns GAVI pledging conference Global conference in London sponsored by DFID No current policy/previous experience of speaking out on vaccines Significant campaigning by other NGOs to meet funding gap Distinct opportunity to promote Merlin message on fragile states
Result? Opinion-led press release, based on research by comms - slightly critical of DFID, led by comms, led to pick up 360 approach on web and through media Linda on Channel 4 and BBC (also print media) Timely, immediate, responding to the agenda Secured our presence at a conference that wasn’t even in our mutual calendars Evaluation on how to improve process in the future
What does being determined and undaunted mean for you/your teams?