tag line

translating

CISV’s

the

promise

of our

brand

A tag line…

orMarketing sportswear Producing softdrinks

for global consumption

“Just Do It” ”Enjoy” Data security solutions & virus

protection

”Be Sure”

CISVCross-cultural peace education

a mission statementsomething else?

Or something else?

A tag line…

is notor a mission

statementa descriptor

A tag line…

should not

“what we do”just say

A tag line is…

promiseof the CISV

experience

an emotional

reinforcingCISV

valuesthe

&remember

few

translate

easy to

wordsthat are

with as

as possible

A tag line is…

appealtriggering

interest

an emotional

to

morefind out

= effective communications

Brand Experience Brand PromiseA promise of an experience

A tag line is…

tag line

translating

CISV’s

how we wish

seento be

engaging“…in school you learn on purpose with your ‘head’, but in a camp... you learn ‘by the way’, by playing, by feeling, laughing.”

co-operation“I remember the joy of working with others and. . . the great feeling when things succeeded after working together for a common goal” Gitte, Denmark

“CISV is for me a unique world which doesn’t care about borders and about differences”Karel, Czech Republic

inclusivenessenthusiasm“I value the ability

that CISV has to inspire – CISV drives

people to use what they have learnt. . . and to try and make

a difference in the lives of others.”

“My schoolyard perspective was

replaced by a global one. My

Village address list was my own

personal map of the world.”

Pat, Canada

friendship

Values of the CISV

experience

Just like the visual image, the tag line should reinforce the CISV values and we should be seen as…

‘Friendly’‘Inclusive’‘Enthusiastic’ ‘Engaging’‘Cooperative’

Brand Experience Brand PromiseA promise reflecting an experience

Considerationsabout use of terminology…

‘education’the engaging CISV

learning experienceVs.

‘intercultural’(between two cultures)

the ‘multicultural’ CISV experienceVs.

= learning by listening to a teacher;

> CISV is a non-formal educational experience (experiential learning)

Conclusions

‘education’

= between two cultures;

> the CISV experience is multicultural;

> no translation for the term in some languages

‘intercultural’

> Implies to the multicultural nature of the CISV brand experience;

> But possibly an even more complicated term to translate

‘cross-cultural’

writing the tag line…

Building Global Friendship

A key educational belief of the CISV educational

approach – and an emotional benefit of

taking part in CISV for the participants.

Also communicating the global scale of

CISV as an organization

This term communicates that CISV is an

engaging experience where you get to be active – hands on!

Expressing that CISV is a multicultural experience.

(Use of the term ‘Global’ avoids any potential translation problems that the

term cross-cultural could entail)

“People learn more effectively by doing things themselves. Experiences

should be direct, not second-hand.”

Dr. Doris T. Allen

“Peace is only possible if individuals learn to live

together as friends”Dr. Doris T. Allen

Global Friendship

The vision for CISV’s work – striving for peace and

international understanding.

also reflects multicultural friendship

Building Global Friendship

Communicates that CISV is passionately working towards its vision. Each of the programmes are

steps towards “building global friendship”

synonyms

Building Global FriendshipInternational;Worldwide;

Creating

This tag line was officially approved by the CISV International Board of Trustees at AIM 2006 in Sweden.

Any given translation should capture the same meaning it is designed to communicate in English.im

po

rtan

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