Combating the isolation of older people
Social justice and group support have been the priorities of Petits Frères des Pauvres for more than 70 years. Combatting isolation among older people is this non-profit organisation’s raison d’être.
But faced with growing needs and ever-scarcer funding, Petits Frères des Pauvres needed to strengthen its position and raise awareness about its work and expertise. So, it responded with an image refresh and a new tagline – Non à l’isolement de nos aînés (Ending isolation for older people).
CBA created a new brand identity, taking the links from the old logo and redesigning them as a link symbol.
CBA then put together a visual identity toolkit to convey Frères des Pauvres’ new positioning – La Pulsion de vie (Life Force).
New brand components include brand typography, bright colours, the link and caps.
/ CREATIVE EXPRESSION
Petit Frères des Pauvres’ website was redesigned from scratch, with CBA directing the project end-to-end, covering the UX, UI, and development stages. The new website contains more than 3000 pages and, significantly, hosts some of the fundraising activities that are strategically important for Frères des Pauvres.
CBA then took over the project again to bring the visual identity to life in Frères des Pauvres’ new head office in Paris. The identity is currently being rolled out at more than 300 partner sites across France.
/ Activation
Billboard and TV Campaign
CBA also assisted Frères des Pauvres in its collaboration with Ogilvy, for the creation of its Remède (Remedy) ad campaign to support the new identity.
On the International Day of Older Persons, October 1, 2019, the CBA agency has developed an activation operation to invite citizens to be actors for the engagement.
The device deployed around the theme of the remedy included several elements : a notice in ta leaflet form to question citizens about the situation of isolated elderly people in France, a gift to share with a isolated elderly person, and a photocall in the street to amplify the message on social networks.
