| Love 146
2009 REBRAND 100 Winners > best of awards
Industry/Sector: Public Sector/Non-Profit
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Love146 works toward the abolition of child sex trafficking and exploitation through prevention and aftercare. Love146 trains aftercare workers, multiplies safe homes, aids socioeconomic development programs in high risk communities and provides a voice for these victims of
modern-day slavery.
Challenge - The original name, Justice For Children International, was too similar to another organization, so JFCI needed a new name. They wanted something that made an emotional connection and that helped them tell their story. They also needed a name that would be universal, as well as instantly recognizable and respected.
Strategy - There is one story in particular that drives the people of this organization. It is the story of a
young girl in Thailand who, despite all that she had been through, still maintained some light
in her eyes. She wore the number 146, and it is that light in her eyes that drives the entire organization to this day.
Result - Love146 has taken off. The emotional connection with that story has inspired a blog, increased volunteer sign-up, and increased awareness. With new sponsorship from the popular band “Paramore,” who wears Love146 patches at all their shows, to Porsche Racing and more, awareness has skyrocketed.
Credits:
Client: Love 146 - www.love146.org
Brand Strategists/Designers: Brains on Fire - www.brainsonfire.com
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