Ccfd-terre Solidaire Design & Branding 2009 POLICY AND ACTIVITY REPORT by Havas Worldwide Paris

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2009 POLICY AND ACTIVITY REPORT

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Industry Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Design & Branding
Market France
Agency Havas Worldwide Paris
Art Director Abdel Rouji
Released June 2010

Credits & Description

Category: Medium Business - regional or national organisations
Advertiser: CCFD-TERRE SOLIDAIRE
Product/Service: ANNUAL REPORT 2009
Agency: EURO RSCG C&O
Date of First Appearance: Jun 1 2010
Entrant Company: EURO RSCG C&O, Suresnes, FRANCE
Edition Creative Director: Sylvie Saulnier (Euro RSCG C&O)
Agency Account Director: Agathe Bousquet (Euro RSCG C&O)
Agency Account Manager: Françoise Duchene (Euro RSCG C&O)
Agency Account Manager: Camille Cros (Euro RSCG C&O)
Art Director: Abdel Rouji (Euro RSCG C&O)
Fundraising and Donors Marketing Director: Pierre Laurent (CCFD-Terre Solidaire)
Media placement: Policy And Activity Report - 15 000 Reports Sent By Post To Donors - 1 June 2010

Describe the brief from the client

The CCFD-Terre Solidaire publishes an annual "Policy and Activity Report" in which it explains its work for its donors and volunteers. The organisation wishes to update this tool and improve its ability to convey its vision of the world, to explain its mission and its difference. For the agency, this means turning this compulsory exercise into a strong act of identity communication

Describe the challenges and key objectives
This Policy and Activity Report should go beyond a routine exercise in order to pave the way for a new and powerful communication policy, one that is different from what it has been before, and different from what other players in the development and humanitarian sector are doing.

Describe how you arrived at the final design
The report aims to illustrate the concept of "Terre Solidaire": its essential purpose and actions taken. This notion has inspired a creative concept, the editorial thread: the line, as a graphic representation of "Terre Solidaire".
- The line joining North to South
- The line that joins people together and which multiplies fraternal ties
- The line that emphasises the importance of projects and partners:
- The line that crosses through clichés and stereotypes of southern countries
The line is the driver and graphic thread throughout the report. The enlarged line becomes a banner of colour, 8 thin lines next to each other turn into histogrammes and pie charts. A sober, conservative font (Swiss) is decorated with coloured serifs to enhance it.

Give some indication of how successful the outcome was in the market
A daring and resolutely modern tool that challenges and breaks new ground in the world of relief aid. This tool has been praised by CCFD-Terre Solidaire donors and by its wide network of supporters. A unique, structured, creative platform: this tool was the starting point for the design of a charter for internal tools, print publications and the web, and today has encouraged an overhaul in the organisation's publications.