Nonprofit PR Awards 2015: Branding/Rebranding

Co-Winner: Foundation for Advancing Alcohol Responsibility — Formerly The Century Council

The Century Council’s rebranding objective was to conduct a comprehensive strategic review of the organization’s 23-year history, re-evaluate their mission and vision for the future and gather input from stakeholders to create a new name and logo to reflect a broader commitment to eliminate drunk driving and underage drinking.

The council officially adopted a stronger mission and new name, the Foundation for Advancing Alcohol Responsibility, with a goal to spark more than two million conversations about alcohol responsibility among youth, parents, educators, elected officials and the traffic safety community during April’s Alcohol Awareness Month. The execution of this rebrand was the organization’s most integrated execution to date. The Foundation for Advancing Alcohol Responsibility garnered more than 163 million impressions across all channels, and if just 1.5 percent of the individuals who saw or heard about the efforts took action, the objective of igniting over two million conversations was exceeded.

Co-Winner: Orbis International 

After more than 30 years in the field of global eye health, Orbis set out to introduce a new brand identity to better showcase the impact they bring to institutions, communities and individuals around the world. The company sought to more clearly articulate their brand essence, redefine Orbis’ positioning statement and develop a new logo and tagline. Throughout this process they honed in on what makes Orbis special, allowing the company to more effectively communicate their broad programmatic portfolio.

The brand launch was extremely successful, with all externally facing materials launched seamlessly. The redesigned website saw significant increases in user engagement. Improvements in page visits, bounce rate and session duration show that users have responded positively and engaged more with Orbis online. The company’s social presence grew as they used elements of the new brand to share stories of Orbis’s work in a new way across channels. Their Facebook profile alone grew from 9,000 likes to over 15,000 in under a year.

Honorable Mentions

  • ICSC
  • Imprenta Communications Group, LLC – On Lok Lifeways
  • King Media and the Greater Lansing Housing Coalition – ICE 5-Year and Affordable Housing Plan
  • US Chamber Institute for Legal Reform – Restoring Balance. Ensuring Justice:  A Re-Branding for Effective Change