Foundation Kinderpostzegels
Giving children opportunities for a better future.
Services by BR-ND People: Strategy (purpose, positioning, brand equity research); Expression (corporate story & brand movie)
BR-ND People has been supporting Kinderpostzegels since 2021 by aligning purpose, mission, vision, theory of change and operational strategies with a new branding strategy, including rewriting the corporate story and bringing it alive.
Every child deserves equal opportunity.
But too many children are 10-0 behind from the start.
Because they grow up in poverty, don't have a safe home, are anxious or feel lonely.
And that is just not fair.
Because all children have an equal right to live their full potential.
Challenge
The challenge of Kinderpostzegels was threefold:
How can we ensure that all employees and stakeholders are aligned with our new organizational strategy, and how can we align their personal motivations with our mission and vision?
How do we create an emotionally compelling corporate story explaining that we are more than the yearly ‘Kinderpostzegelaktie’ so that people understand that we support children 365 days a year?
Does our name hinder our aspirations?
Approach
We interviewed all stakeholders, from employees to the advisory board. From suppliers and experts to politicians. And, of course: children! We ran an internal survey to get input from all employees on the strategy. And an external brand equity survey to understand the value of the corporate name (btw, everybody loved the name Kinderpostzegels, despite its somewhat ‘old-fashioned’ connotation, and could see the organization reach their future-oriented goals while keeping the name in the coming years). Also, together with Jochum Stienstra of Ferro Explore, we facilitated qualitative sessions with children. During co-creative sessions, we gathered input for a new corporate story, including purpose, vision, mission and propositions. We co-operated with advertising agency Havas Lemz to help create a new campaign for the Kinderpostzegelaktie 2022. In 2023, we created a new brand movie with creative media agency Crossmark.
Result
Children want to help other children. To develop together and grow up as adults with a big heart. That’s why Kinderpostzegels is an organization by children, for children. Hit the button to read the full corporate story [in Dutch] and watch the new brand movie!
