The new message is featured in our latest Annual Review, and will now be rolled out across our communications.
It is one part of our new global 2020 strategy. The new brand identity aims to enhance our engagement and our relationships with all our stakeholders. It is the result of a strategic inquiry into how the Alliance is perceived by our key stakeholders, including a perceptions study involving in-depth interviews with around 50 of our main stakeholders and strategic partners.
“We identified that while the Alliance was valued as an organisation that delivers results and is a respected voice, policy shaper and convener, once you scratched beneath the surface there was some lack of understanding of what we do. This was particularly around our distinctive model and how this works” said Awo Ablo, Director of External Relations at the Alliance.
“From the analysis we conducted, we discovered there was a need for us to describe what the Alliance does in a much sharper, more focused and less complex way.”
The new identity
The new brand model includes a new vision - A world without AIDS. We have a new mission statement to demystify what our global alliance does - To work with communities through local, national and global action on HIV, health and human rights. Our values remain relevant to this day and are unchanged.
Our logo has also been refreshed – to ‘lock-in’ the new strapline and to ensure it works well across all communications platforms,
but especially so on-line and in social media which is where many stakeholders prefer to access our technical guidance, publications and news.
Together to end AIDS. But what do we mean?
This says how we aim to reach the ultimate goal. ’To end AIDS’ for us means working to prevent HIV-related illness, to end deaths from AIDS, to prevent new HIV infections and to ensure that all people living with HIV have early access to the treatment, care and support they need. Our work takes a human rights-based approach and much of it is about protecting people from the social and economic impacts of HIV which is essential if we are to bring an end to AIDS.
‘Together’ represents the emotional connection that we have and aim to foster with the communities with whom we work, as well as with our partners, advocates and donors. Collective action matters - and it is effective (it helped us directly reach 4.7 million people last year). ‘Together’ is now the first word you see after our name.
The new brand model and language was developed in partnership with Forster Communications, and the Perceptions Study was conducted in 2012 with advice from Edelman UK. We would like to thank them and all our stakeholders for their insights and support in helping us develop a new brand that will better support our work.