Opportunity
Malnutrition and morning hunger are silent epidemics across the developing world and specifically in the Asian region. The issue manifests in millions of children starting their day hungry and not being able to concentrate and learn at school.
We were approached by Kellogg’s Asia Pacific, who are a significant stakeholder in a movement to address the issue. The collective includes Asian Venture Philanthropy Network, The Breakfast Revolution and The Power of Nutrition as funding partner.
In mid 2018, The Core agency joined as Social Change Creator with the challenge to create a brand identity and manifesto for the initiative.
Core Idea
Following a rigorous strategic process, we created the Bright Start brand. It captures the feeling of optimism held by the partners that genuine, large scale change is possible when this issue is put under the spotlight.
We created a brand identity and manifesto for the initiative that was launched at the inaugural ‘Solving Morning Hunger Summit’ in India in September 2018.
Results
The new brand helped to unify the messaging and encouraged new members to sign up to help achieve the group’s ambitions across Asia.
Plans are underway to create a pilot program in India that aims to provide 1,000 tonnes of food for children to have the best possible start to their day and their lives.