BOOST
Boost Child & Youth Advocacy Centre (Boost CYAC) was first established in Toronto 1981 by Paul Godfrey (then Chairman of Metropolitan Toronto), as The Metropolitan Toronto Chairman’s Special Committee on Child Sexual Abuse. They later became an organization under the name, The Special Committee on Child Abuse. In 1997, the Special Committee was renamed Toronto Child Abuse Centre and expanded its mandate to address all forms of child abuse. Ten years later, the agency was renamed Boost Child Abuse Prevention & Intervention®.
Industry
— Not-for-profit
Branding to
— Articulate value
— Become known
— Expand an offering
Services
— Brand & value proposition strategy
— Brand identity & visual systems
— Advertising & promotion
— Website design & development
The Situation
Toronto Child Abuse Centre (TCAC) had been operating for nearly 20 years but was failing to grow because they had limited access to government funding due to a Toronto focus which restricted the scope and number of programs they could offer. Moreover, they had low awareness among the ‘giving’ public which meant they didn’t have broad appeal resulting in a small donor base with limited capacity.
Child abuse prevention and intervention is highly fragmented public service and no one player had sufficient scale to effectively deliver services to the broader public.
Human catalyst
Donors, volunteers and government funders want to be associated with charitable brands that represent solutions vs. social problems. TCAC had been associated more closely with child abuse vs. the prevention of child abuse.
Our Solution
Following stakeholder research with clients of TCAC and key donors, Yield Branding recommended a brand strategy that would change the name from Toronto Child Abuse Centre given its focus on ‘Toronto’ and the problems of ‘child abuse’ versus the solution.
Boost, Child Abuse Prevention and Intervention was selected as the new name speaking to the idea that the organization gives kids a lift when they need it the most. The identity was developed using green, as the colour of rejuvenation and a font that appealed to both children and youth.
Ultimately the brand was rolled out into a new website, TV advertising, print ads, social media and events.
The Yield
Yield helped establish a partnership with CTV that resulted in over $3 million worth of pro bono media on various specialty TV properties. Two new offices were added outside of the GTA. Wait times for treatment were reduced by 20%.