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The Sir Bobby Charlton Foundation
Brand identity and full suite of marketing materials for The Sir Bobby Charlton Foundation.
Bella was approached by the foundation to help with their branding project following a decision to rename the charity The Sir Bobby Charlton Foundation in line with a significant new direction for the organisation, and as a gesture to mark the 82nd birthday of Sir Bobby. Since then Bella has continued to work with The Sir Bobby Charlton Foundation on a full suite of marketing materials from business cards and badges to a new website for the Foundation.
When Find A Better Way first started, the charity’s work to address the legacy of conflict was focused on landmines and the explosive remnants of war. This took the form of: developing new technologies that would make the removal of landmines quicker and safer; mine risk education for the most vulnerable communities where the presence of landmines and unexploded ordnance continue to threaten lives on a daily basis; and work to improve surgical techniques and prosthetics for those who had suffered explosive blast injuries and limb loss. This work continues today and has delivered some impressive results. However, following a review in 2017 the charity recognised that there is more they can and must do to support conflict-affected communities more directly.
As a result of listening to beneficiaries & partners, and studying the impact of war on civilian populations, The Sir Bobby Charlton Foundation now works more holistically on conflict recovery and takes an asset-based approach to those they aim to support. They have added more humanitarian and development projects to their programmes and now conduct a wider range of training for conflict-affected communities.
One of the key mechanisms for delivering these interventions are the network of conflict recovery centres that the foundation is developing in war-torn countries. While all conflicts have economic, social, environmental and cultural consequences for communities, each situation and community is of course unique and the conflict recovery centres are an asset that can be shaped to the particular needs and aspirations of people in each location.
Our work initially involved the creation of a fresh brand identity for The Sir Bobby Charlton Foundation which was both immediately identifiable as new and different, but provided a subtle link to the charity’s previous name, Find A Better Way.
Our studio worked with The Sir Bobby Charlton Foundation to establish a clear idea of how they wished the charity to be portrayed to key stakeholders, businesses and the public. We then produced a series of branding concepts from which the charity could make their final choice.
The selected emblem concept represents how the charity regards the future and its desire to elevate the charity as well as people facing difficult circumstances. There is also a subtle reference to a form of shelter representing the overarching support that The Sir Bobby Charlton foundation provides to help people affected by conflict. This motif is then reflected within the typography with the removal of the horizontal bars from the letter A.
With the brand identity agreed we were then able to produce a full suite of marketing materials from business cards and badges to a new website for the Foundation. The website provides a platform for the charity to outline its aims, objectives and ongoing achievements using powerful imagery and intuitive site navigation.
The Sir Bobby Charlton Foundation’s support for conflict affected communities takes many forms but all have the same goals of alleviating suffering, ending discrimination and helping beneficiaries to fulfil their potential. The charity does this in the following ways:
• Humanitarian and Development Assistance
• Education and Training
• Research and Innovation
Each key area of activity is clearly described and illustrated with relevant case study content, along with strong calls-to-action to encourage visitors to learn more and get involved.
The charity offers several ways for interested parties to donate which are all represented on the website. Options include a one-off or regular charitable donation using the integrated donation tool, corporate sponsorship and becoming one of ‘Bobby’s Champions’ providing the opportunity to join Sir Bobby’s team and contribute to his goal of transforming the lives of conflict-affected communities.
At a time of great uncertainty and anxiety for all the Covid-19 virus outbreak brought the type of humanitarian crisis normally associated with poor, unstable and distant lands to our own doorsteps and threatened our families and communities. As we saw in many countries around the world the poor were disproportionately being harmed by the virus and there was grave concern about its impact in developing countries as the pandemic progressed. As an integrated NGO delivering support in several developing countries The Sir Bobby Charlton Foundation recognised their responsibility to keep staff, partners and beneficiaries safe during the crisis. As such the Covid-19 Emergency Fund Relief Fund was launched.
With its global reach and network of partners, The SBCF was ideally placed to play its part in the halting and spread of the Covid-19 virus in countries such as Cambodia, Jordan and Iraq. Covid-19 messaging, as well as the distribution of hygiene kits and food parcels, took place across all three countries. 84,000 vulnerable people were reached by their hygiene and safe behaviour messaging.
Our work on the campaign included the design and build of bespoke web pages to promote the messaging, digital and printed brochures alongside a comprehensive global PR and social media initiative.
Following the sad passing of the charity’s beloved founder, Sir Bobby Charlton, the organisation has taken on the additional remit of continuing his legacy in the form of new humanitarian projects in Cambodia, Ukraine and closer to home in the UK. Bella Marketing is proud to continue supporting the foundation with an integrated service, covering social media marketing, website design and development, email marketing and event promotion.
