The document discusses developing a brand for the Global Breastfeeding Advocacy Initiative. It outlines brand development steps including defining strategy and concepts. Two potential brand concepts are presented: "Clear the Path" which emphasizes removing barriers for breastfeeding, and "The Global Breastfeeding Collective" which shifts the focus to a shared effort. Visual identities are proposed including one inspired by revolution and another drawing from the UN Sustainable Development Goals. The brand aims to increase exclusive breastfeeding rates globally to 50% by 2025.

1. GLOBAL BREASTFEEDING
ADVOCACY INITIATIVE
Brand Concepts
28 June, 2017

2. BRANDING THE INITIATIVE
2
To provide a cohesive voice, look, and feel for this effort, we are
developing a brand platform for the Global Breastfeeding
Advocacy Initiative that will allow for coherent and integrated
communications to amplify the initiative’s core messages.

3. BRAND DEVELOPMENT STEPS
STRATEGY
Stakeholder input
leads to
Challenge definition
leads to
Creative strategy
BRAND CONCEPTS
Multiple approaches
to concept
statements and
rough visual
exploratory that
deliver on the
creative strategy
BRAND ASSETS
After a territory is
selected, specific
brand assets are
created, potentially
including:
• Names
• Taglines
• Icon or
wordmark
• Color palette
DEPLOY
With the brand and
visual identity
defined, external
facing creative assets
can be developed,
potentially including:
• Video
• Website
• Collateral
• Presentation
materials
DECISION
A single concept
is selected to
develop into a full
fledged identity

4. BRAND CONCEPT:
CLEAR THE PATH

5. 5
We need to clear the path.
We need to break down the barriers
that are getting in the way of a mother and her child.
If she needs help getting her baby to latch on,
we need to teach her.
When she doesn’t have enough time off work to properly initiate breastfeeding,
or she has nowhere to pump,
we need to provide this for her.
When she faces aggressive marketing for breast milk substitutes, she
understands she has alternatives
If that mother is giving up on breastfeeding because she can’t afford the
equipment, then we need to step up with whatever funds are needed.

6. 6
We need to clear the path.
We need governments and organisations and leaders
to prioritise breastfeeding.
Breastfeeding benefits the child,
but it also benefits our entire society.
It decreases infant mortality and poverty.
And increases equality and economic prosperity.

7. 7
A newborn child enters the world with hope,
and the chance at a bright future.
We need to make sure nothing gets in the way.
We need to clear the path.

8. 8

9. BRAND ARCHETYPE
9
Caregiver
Everyman
Hero
Innocent
Creator
Lover
Maverick
Explorer
Ruler
Entertainer
Magician
Sage
DESIRE: Revolution
GOAL: Destroy what’s not working (for society)
ATTRIBUTES: Disruptive, bold, passionate, critical, liberating,
unconventional, radical, independent, cheeky, fearless
• Disrupts outdated philosophies when change is
needed; creates new opportunity
• Allows people to identify with values that are at
odds with society at large
• Helps retain values that are threatened by
prevailing ones, or pioneers new and
revolutionary attitudes

10. ORGANIZATION NAME
10
THE GLOBAL
BREASTFEEDING
ADVOCACY INITIATIVE

11. A PROPOSED BRAND NAME
11
THE GLOBAL
BREASTFEEDING
COLLECTIVE
Shifting emphasis from advocacy to shared effort and responsibility

12. BRAND SCHEMATIC
12
AUDIENCE
Policy Makers:
• Heads of state
• Finance ministers
• Ministers of health
• Elected officials
• Health advisors to
government leaders
Decision Makers
• UN
• EU
• World Bank
• International Monetary
Fund
Donors
• Bilateral/multilateral
donors
• Donor governments
• Major national and
international foundations
• Individual donors
• UN Foundation
VALUE PROPOSITION
The Global Breastfeeding Collective will
enable mothers to breastfeed by securing
new financial resources for national
breastfeeding programs and strengthening
political commitment.
BRAND
ESSENCE
A force for
change
BRAND ATTRIBUTES
Empowering
Purposeful
Inspirational
Disruptive
Catalytic
Visionary
GUIDING PRINCIPLES
• Changing the conversation
in a bold way.
• Make sure nothing gets in
the way of a mother's ability
to breastfeed.
• Make breastfeeding a
collective effort and shared
responsibility.
• Make advocacy,
connectivity, and resources
central to the mission.
BRAND VISION
The Global Breastfeeding Collective will
increase the rate of exclusive
breastfeeding globally to 50 percent or
higher by 2025 by transforming the way
policy makers view their role in
development.

13. BRINGING THE
BRAND TO LIFE
Two ways in

14. YOU SAY YOU WANT
A REVOLUTION
1/2

15. 15

16. 16

17. 17

18. 18

19. 19

20. 20
Revolution-inspired palette, softened

21. COLLECTIVE
2/2

22. 22

23. 23

24. 24

25. 25
Palette inspired by the SDGs

26. REVIEW
26
CollectiveYou Say You Want a Revolution

27. NEXT STEPS
27

28. THANK YOU