building brand value
Industry: Humanitarian aid
Assignments: Communication Support Program (CSP)
Perth based optical dispenser, Paul Clarke, and dentist, Simon Shanahan, founded Equal Health in 1997. The not-for-profit humanitarian aid organisation has provided a range of medical services (dental, optical, medical and allied health) to over 100,000 people in developing countries since its inception.
By 2009, Equal Health had matured as an organisation, and the size of its aid operations had increased significantly. To take the organisation forward, Equal Health needed to transition its administrative and fundraising/sponsorship functions from its dedicated, but overwhelmed volunteer labour basis to a more sustainable model. In addition, as Equal Health had evolved as an organisation, its visual identity had not kept pace with its profile and need for professional ‘credibility’.
imageseven spent time with the founders of Equal Health to understand some of the underlying issues that were causing frustration for the organisation. These largely centred around a need for volounteer coordination for its annual Equal Health India Camp, fundraising and communications support. imageseven proposed a Communication Support Program (CSP) to streamline the organisation’s administrative functions and provide strategic advice on fundraising opportunities and communications when required.
In 2010, imageseven officially became responsible for the office management of Equal Health, including financial management, Management Committee meetings and its Annual General Meeting. The CSP also enabled imageseven to proactively provide advice on fundraising and supporter communications. In addition, imageseven developed and deployed a rebrand to bolster supporter confidence in Equal Health’s brand.
By bringing the administrative and communication functions of Equal Health together under the Communication Support Program, a number of key objectives have been met. Significantly, the profile of Equal Health has been raised to support its fundraising and volunteer recruitment outcomes, and strong relationships are being built with key stakeholders. Importantly for Equal Health, all activity undertaken has had the ability to be scaled up or pulled back depending on the client’s requirements and operational cycle.
“The co-sourcing arrangement with imageseven occurred at a time in Equal Health’s evolution where we needed to transition the administration function of the organisation from volunteers, to a more sustainable model. The CSP has delivered greater efficiencies for our administrative functions, but also given us access to the communications professionals at imageseven when we needed advice on fundraising opportunities and our broader communications.” Paul Clarke, Equal Health founder.