Brooke worked with communication agency Arthur London , conducting in-depth audience research to help develop a new look and voice. It will appeal both to dedicated long-term supporters, and two new potential supporter audiences the research identified. This new look has been coupled with an easy-to-use website, created with agency Sift Digital, to attract more supporters and fundraisers through digital channels like Facebook and Twitter.
Brooke talked to a huge variety of people ranging from those who have supported them for over 10 years and people who had never heard of them. The new brand, logo, content strategy and strapline “Action for working horses and donkeys” all work to enable instant understanding of the charity’s work and the role of working animals in sustaining the livelihoods of millions of people around the world.
Brooke exists to improve the lives of horses donkeys and mules. These animals support people living in developing countries to earn an income, provide food and water for their families, and ease the strain of carrying out household tasks.
However, these animals suffer from disease, malnutrition and overwork, and their owners and handlers often do not have the resources or knowledge to keep their animals healthy. Brooke works with them, as well as with service providers, governments and other international organisations to make lasting improvements to the lives of working horses and donkeys.
There are over 100 million working horses, donkeys and mules in the world and we’ve come far in our mission to help them and their owners - we are on track to achieve our goal of reaching two million animals a year by the end of 2016. It is now time for the next chapter in Brooke’s journey.
Petra Ingram, Chief Executive of Brooke said:
“There are over 100 million working horses, donkeys and mules in the world and we’ve come far in our mission to help them and their owners - we are on track to achieve our goal of reaching two million animals a year by the end of 2016. It is now time for the next chapter in Brooke’s journey.
“Brands are an important asset – it’s what people think, feel and say about the charity and is key to raising awareness and encouraging more people to support our work. I’m excited about our new look and proud of our ambitious new global strategy. With help from our fantastic supporters we’re going to reach more working horses, donkeys and mules around the world that desperately need our help. We are taking action to create long lasting change to improve their lives now and in the future."
We launched an ambitious global strategy in April 2016 which sets out our priorities and plans for the next five years.
Questions and answers about our new brand and website.