CARE understands the importance of trust. Of solidarity. Of going local to see impact made global. Of human beings supporting one another. Of working together, no matter the distance between us. Of deep, authentic partnership. Of persevering with commitment no matter how challenging the road ahead. Of leading the way forward – while walking with others along the journey.
We lead with hope and know-how, making overcoming major challenges feel possible. CARE is there and ready for action when crisis strikes or when challenges are complex or new. We use local knowledge to advance global progress. We support and elevate the best partners on the ground to realize impactful change. We build trust and dignifying relationships that make everyone in the community feel like they are a part of something bigger.
Market research has guided the choices we have made about how we talk about our work in order to keep our donors, advocates, and future supporters informed about how we fight poverty and injustice.
We do this through messaging that elevates clarity and infuses emotion to create a sense of belonging and connection to CARE, with particular emphasis on CARE as a trusted locally led, globally scaled collective that takes a holistic approach to solving problems.
How do we define Locally Led?
Work that is owned and led by the people most proximate to the communities where we work.
Work that defaults toward partnerships with local actors and community organizations.
Our own teams and leadership represent the places where we work as much as possible.
How do we define Globally Scaled?
CARE reaches exponentially more people with deeper impact, beyond CARE's projects and donor funding.
How do we define Gender Equal?
Gender equality is the equal enjoyment of rights, opportunities, resources, and rewards by all people, regardless of gender.
Gender Equal is our strategy for achieving this outcome. We want every CARE program to reflect the latest and best gender expertise to reach maximum impact and scale.
How do these approaches affect our work?
Here’s how we put those definitions into practice:
- We show how CARE is locally led by saying, "At CARE, we believe the best way to solve global poverty is to work side-by-side with local partners, families, and communities. That’s why 97% of CARE’s global team is from the country where they work to improve lives every day and in times of crisis."
- We show how CARE is globally scaled by saying, "At CARE, we believe in turning local action into global change. That’s why CARE works in over 100 countries, growing community-led efforts into global solutions that fight poverty and improve lives – every day and in times of crisis."
- We show how CARE is a collective by saying, "CARE believes that the solution to global poverty comes from working collectively. When you donate to/advocate for CARE, you join millions of caring people around the world, growing equitable and sustainable solutions to improve lives every day and in times of crisis."
- We show how CARE is trusted by saying, "CARE is one of the most trusted humanitarian organizations in the world. For nearly a century, CARE and community partners have used their local knowledge to improve millions of lives every day and in times of crisis."
- We show how CARE takes a holistic approach by saying, "CARE is dedicated to solving global poverty through building trusted relationships with local leaders working to improve lives every day and in times of crisis. That’s why CARE works on the root causes of poverty – hunger, health care, education, climate, and gender-equity – to make the biggest impact possible."
Within each of these messages, we built a formula for stronger message development.
At CARE, we believe in collaborative solutions to global poverty. Our commitment is tangible – 97% of our global team operates locally, ensuring genuine, impactful change daily and in times of crisis. With decades of dedicated service, CARE stands as a trusted local partner in making a difference. Join us at CARE, where meaningful transformation begins, one community at a time.
This brand messaging shows how CARE is a global cooperative made up of local communities working together around the world.
CARE's program approach focuses on initiatives that are efficient, empowering and accountable and will achieve significant and long-lasting results on poverty and social injustice, especially for girls and women.