CARE understands the importance of trust. Of people supporting one another and working together, no matter the distance between us. Of deep, authentic partnership and honoring our commitments no matter the challenges we face.
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.
We do this through clear messaging that creates a connection to CARE, with particular emphasis on our efficiency, global reach, local leadership, and 80-year history of building community trust.
How do we define locally led?
Work that is owned and led by the people in the communities where we work. In fact, 96% of our staff live in the communities where they work.
This means This means we can respond as soon as emergencies happen, and we stay for the long term.
It also means working with local partners, community organizations, and governments.
How do we define globally scaled?
Reaching more people with deeper impact, beyond CARE's projects and donor funding.
Focus on women and girls
We work to empower women and girls, so we can effectively address the root causes of poverty and create pathways to economic freedom for all. We do this in partnership with men and boys and community leaders locally, regionally, and globally.
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 96% 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, turning 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, "every day, together with you, CARE saves lives and helps millions of people worldwide find their way to a better life."
- 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 local knowledge to improve millions of lives every day and in times of crisis."
- We show how CARE takes a well-rounded approach by saying, "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 – 96% of our global team operates locally, ensuring genuine, impactful change every day and in times of crisis. With decades of dedicated service, CARE is a trusted local partner in making a difference. Join us at CARE, where meaningful change begins, one community at a time.
This brand messaging shows how CARE is a global organization 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.