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NIKKI BODNAR, LISA POPYK & KATIE HAGGERTY
JDRF One Conference
November 2019
Telling the JDRF Story: Nearly 50 years of Impact
The Facilitators
2
Nikki Bodnar
AVP, Digital & Creative
Services
Katie
Haggerty
National Director,
Marketing Operations
Lisa Popyk
AVP, Strategic
Communications
10 min Welcome and Introductions!
40 min Telling the JDRF Story
Our brand
Cures at the Core
Using the new messaging in the field
30 min Group exercise
10- individual exercise
10- table share
10- full group share
5 min Give us your feedback
5 min Wrap up
Agenda
3
Session Goals
4
• Learn how we’ve refreshed JDRF’s brand messaging to make it clear and
engaging
• Gain practical experience applying the JDRF story in a way that will allow us to
motivate more supporters to give, advocate and volunteer
5
Refreshing the JDRF Brand
What is a brand?
What should it do?
6
Refresh vs. Rebrand
Refresh
● An update to the brand identity
● Maintains a visual connection to the past
identity while enhancing, simplifying or
updating brand elements
● Mission and positioning may be updated to
reflect needed changes in tone and verbal
guidelines
● No major rollout program needed
Rebrand
● A complete transformation of the brand
● Brand new visual elements that do not tie
back to the past brand identity
● New mission messaging and positioning of
the organization
● Official launch and rollout needed
Refreshing
Mastercard
8
Before After
Credit Card Exploration
Campaign History
9
Recently the JDRF brand was refreshed. The goal was to elevate, update and increase awareness of
the JDRF brand. Our aims were to:
• Put a bold stake in the ground
• Emphasize the future we make possible
• Connect JDRF’s mission statement with the brand more closely
• Make a transformation that resonates across the entire business
• Elevate the impact of our communications
Refreshing the JDRF Brand
Brand Integrity Was Being
Compromised by Inconsistency
Brand Platform
Attribute 1
Mindful
Attribute 4
Inclusive
Attribute 3
Empowering
Attribute 2
Assured
Vision Statement Mission Statement
Brand Story
Champion
Pioneering EmpatheticPassionate United
Brand Pillars
12
Champion
Noun:
A person who fights or argues for a cause or on behalf of someone else.
JDRF is the champion of the T1D community and offers
the best chance of curing the disease.
Verb:
Support the cause of; defend.
JDRF champions the rights of the T1D community.
13
We fight alongside the type 1 diabetes (T1D) community to advance our understanding of
the disease. We are leading the charge to cure it and create a world without T1D.
Hand-in-hand with supporters, researchers, and staff, we work—every day—to solve the
mysteries of this disease. With every connection and collaboration, we continually expand
our knowledge, our partners, and our global presence—and unlock the science around
preventing, treating and curing T1D.
Together, we fight to give people living with T1D a less-burdened life until there are cures.
The JDRF Brand Story: “Champion”
JDRF Commitment
14
Telling the JDRF Storywith Cures at the Core
Simplify
Focus
Enable Depth when needed
16
JDRF Research Story
Our Objectives
Because . . .
The work is complex.
Our story should not be.
And . . .
We know that understanding is
critical to support.
17
Through Research, Advocacy and
Community Engagement, JDRF
fights to cure T1D and improve the
lives of the T1D Community.
JDRF is focused on Curing T1D
and Improving Lives.
We made ours a multi-tiered story, starting at the top, and
enabling depth when and if needed.
Throughout our 50-year history, JDRF has fought to
advance type one diabetes science -- driving to
cure T1D and improve lives.
Every time we saw a tangible promise, we
relentlessly pushed forward, driving more
funding, pulling in new researchers and
propelling results.
This tenacity and vision led to the creation of the
artificial pancreas systems – five years ahead of
planning -- and the continuous glucose monitor,
advances in beta cell regeneration and drugs that
are delaying the onset of T1D.
18
JDRF Research Story
A Champion for the Community
with Proven Impact
JDRF Research Story
19
This tenacity has made JDRF the leading non-profit fighting
to cure type one diabetes and improve the lives of those living
with the disease today.
We raise, invest and drive more funds to T1D research
than any other organization in the world.
In fact, JDRF has played a role in nearly every major advance
– drug, device, cell therapy – made in type one diabetes
in the last 50 years.
We work with researchers, foundations, universities and
consortia all over the world, funding research in 20+ countries.
We also invest, via the JDRF T1D Fund, in commercial
projects showing promise of positively impacting
the T1D community.
Global Leader
JDRF Research Story
20
Enabling Acceleration
Our approach – of harnessing
the strengths of Research,
Advocacy and Community
Engagement – enables us to
accelerate work across the
pipeline, moving as quickly as
possible from
Research / Discovery into the
hands of our community for
better outcomes.
21
Curing T1D
Curing T1D
22
We face two key challenges
in Curing T1D
We must prevent, stop or reverse:
the loss of insulin-producing beta cells,
and the immune system’s attack on beta cells.
Curing T1D
23
JDRF-funded breakthroughs in each area are
prompting leading scientists to say that cures
are not just possible, but achievable.
Thus, we are accelerating our work in Curing T1D
by focusing on the two areas that have
advanced dramatically over the last years:
Beta Cell Therapies
and
Immune Therapies
Beta Cell Therapies
24
Through donor-funded research, we now know that:
When someone has T1D, their own body turns on itself,
attacking and destroying the beta cells that create insulin.
Understanding the role of beta cells -- was a
breakthrough.
If we can save beta cells, we can help cure T1D.
Beta Cell Therapies focuses on replacing
insulin-producing beta cells from outside sources
and on internally regenerating and protecting
existing beta cells.
Immune Therapies
25
Research has shown that immune therapies can interact
with a person’s immune system, training it to combat
internal battles like cancer – or autoimmune diseases like
rheumatoid arthritis and T1D.
While T1D remains one of the only major autoimmune
diseases without an effective drug therapy,
we are getting close.
Immune Therapies focuses on ways to keep the immune
system from attacking and destroying beta cells, and to prevent the onset and advancement of T1D.
CureS
26
T1D is a complex disease with many different causes and triggers, and
that impacts people differently.
We understand there will be more than one cure for everyone living with
the disease.
To ensure that supporters understand we are looking for cures that will
benefit us all, we are adopting the plural form of cures as
we talk about our work.
“JDRF is racing to find cures for T1D.”
27
Improving Lives
Improving Lives
28
As we are part of the T1D Community . . .
We understand the everyday struggles and stress that
come with this disease and that the challenges of living a
healthy and long life with T1D are very real.
We fight every day to advance research and technology
that can reduce the burden of living with T1D and keep
people as healthy as possible until we find cures.
We are striving to improve lives by driving research and
work in glucose control and complications – which
includes psychosocial well-being.
29
Glucose Control Therapies
Less than 30% of people with T1D in the U.S.
consistently maintain target blood-glucose control
levels – meaning that 70% are at risk
of serious health issues.
Glucose Control focuses on helping those with T1D
manage glucose levels and overall metabolic balance,
including improved artificial pancreas technology,
developing next-generation insulins and developing new drugs that control glucose in novel ways.
30
Complications Therapies
Complication Therapies focus on accelerating therapies
to prevent and treat kidney and eye disease and
improving psychosocial well-being.
40-60% of people with T1D experience eye disease
25-40% experience kidney disease
(both dependent on age of onset and duration)
We know that prevalence of suicide is higher among
young adults with T1D.
31
Through research, advocacy and
community engagement,
JDRF is making daily advances in our fight to
Cure T1D and Improve the Lives
of those living with the disease today.
Questions?
32
GROUP EXERCISE
33
• Individuals, take 5-10 minutes to create a 60 second
elevator pitch telling the JDRF story.
• You will then share with your table and also discuss how this
process went. What was useful? What was challenging? You
will have 5-10 minutes for this.
• Please pick 1 person for your table to share the groups
findings.
Group Activity
34
Group Share
• One of your tables
Elevator pitch
examples
• Questions? • Key learnings =
• What was useful
• Challenges
• Anything else?
35
GIVE US YOUR
FEEDBACK
36
• Jot down a word or phrase that best captures
how you feel about JDRF storytelling now that
you have been through this session
• Please use the session evaluation form in the app
to give us your feedback
We Want To Hear From YOU
37
JDRF
IN OUR 50TH YEAR
38
This Is Not A Celebration!
39
Although 50 years is a critical milestone for
JDRF, it also represents a significant
amount of time passing without finding
cures for T1D.
Instead of celebrating we want to use this
opportunity to energize, drive and inspire
the JDRF community.
This moment must be used as a means of
focusing our energies, refreshing our
commitments, and strengthening our
resolve.
CELEBRATION
GRATITUDE
HOPE
COMMITMENT
DRIVE
The 50th Program Should
Integrate With Existing
2020 Marketing and
Fundraising Efforts
40
50th anniversary content should be viewed as
an extra tool to achieve existing 2020
objectives.
With this in mind, 50th anniversary content
should co-exist and integrate with other
content and comms plans throughout 2020.
The 50th program can be appropriately used
to amplify marketing communications, and to
drive advocacy or donation efforts.
2020 Content Themes:
● National Holidays & Awareness
Events
● Research
● Advocacy
● Internal Comms
● Outreach, Education & Support
● Development
● Partners & Ambassadors
50th anniversary
2020 objectives
WRAP UP
41
• The brand refresh was done in response to rising
inconsistencies across brand communications.
• The JDRF Brand Story, the heart of the Brand Platform, can
be summed up in a single word: Champion.
• JDRF messaging has been revised with Cures at the Core;
Reiterating JDRFs focus on Curing T1D and Improving Lives
• The JDRF story includes Research, Advocacy and
Community Engagement. All three work together to help us in
our fight to cure T1D and Improve the Lives of those living
with the disease today.
Key Takeaways
42
Resources
43
▪ JDRF Commitment Video
▪ Brand Training Modules
▪ Research Paradigm Training Recording
▪ JDRF Toolkit – 20-One Page Resources
▪ Supporter Overview
Resources can be found here:
JDRF Storytelling Resources
THANK YOU
jdrf.org
Refer to brand.jdrf.org for further
resources.
If you have any questions about
this material, please email