The value of successfully branded charities

It’s not every day you get to visit one of your clients overseas, but on a recent holiday to South Africa I got that chance.

Arnie and Chantelle set up Oasis South Africa five years ago and live in a newly built mixed race community. (Coming from a white, middle class, English family, it’s difficult to understand the divisions that still exist in South Africa today), yet Arnie and Chantelle have chosen to go against the norm and become volunteers for Oasis, living and working amongst black communities, seeking to see people of all ages and backgrounds receive the same opportunities they were given.

The work isn’t easy, but they’re excited to tell of the developments that are taking place; from local youths now leading computer literacy classes, to the growing success of their health centre reaching ever more families with life-saving immunisation.

In a way it’s funny to think how importantly we are viewing the brand development process we are taking Oasis on. When I look at the big picture, I know it will have a great effect in bringing unity and weight to their brand, but when you’re driving through a small slum and hearing about the day to day work of the Oasis volunteers, it really puts your involvement in perspective.  Does it really matter what font or colours you use, when in reality it’s about the lives that are being transformed and the opportunities you are helping to provide in situations that seem hopeless.

And yet as founder, Steve Chalke, so clearly expressed in a meeting today, no-one is saying that this brand development is more important than the lives of individuals, but it’s a long term investment that will bring clarity and strength to the whole organisation. Which I guess really means, enabling Oasis to participate in even more amazing, life changing work!  

A day of inspiration

Standing on the sidelines of the London Marathon yesterday, it was impossible not to be inspired by the thousands of individuals streaming past, red faced and sweaty, proudly carrying the name of the charity they were running for. It was also difficult not to get slightly emotional when you see “In memory of...” written on the back of a shirt, knowing that months of hard training have been endured in memory of a loved one. 

For us at ABA it is a privilege to work with so many fantastic charities. In particular to be supporting our client Oasis, including founder Steve Chalke who raised more than £2.3million, breaking his own previous record for money raised in a single marathon.

It was also fun to have introduced our Johnson and Johnson client to Oasis and be able to cheer on Mark Bangerter clad in the trademark Oasis orange, as he finished the marathon in 3 hours and 16 minutes!

All in all the London Marathon is a day to be in awe of humanity. Especially as our news is currently filled with so much pain and suffering, Sunday was a day to remind us that actually there are thousands of people prepared to commit so much to make a difference in our world.