Reinforcing a brand’s core values in order to attract a wider audience.
With a solid member base at their disposal, Foresters Friendly Society reached out to us to support them in a member recruitment push. There was a battle against outside perceptions of them as an out-moded organisation working within a old-fashioned infrastructure, drawing focus away from their heritage and values rooted in helping their local communities.
Our vision was to address that broader external view, to push beyond a single-faceted communication and define their story, providing a vehicle for all their future communications, as well as their recruitment focus. We needed to create a clarity with which to convey their brand and their ability to change the lives of their members and communities.
The ‘Togetherness’ manifesto broke new ground for Foresters, speaking warmly and compassionately to, well, everyone. By positioning them alongside the diverse communities they exist to serve, Togetherness reinforced their trustworthy voice and enabled us to answer the original recruitment brief with a credible, powerful member-get-member campaign.
