3.3 THE THEMES

Much of our work falls into 4 broad themes, as outlined below. 
While many of our projects relate to more than one of these themes, grouping them under these headings is a way to simplify and clarify what we do, so our fundraising audiences can better understand our work.

Below, we explain these themes, how we’ll differentiate them, and what to do when themes overlap!

Visual approach

We’ve developed specific icons and accent colours for each theme to help you enhance what you produce, and to give each area of work a distinctive feel. Pick the visual option that best relates to the topic you’re talking about. 

For example, for Water and Disease Prevention, use blue as the accent colour.

In some cases, as mentioned earlier, themes do cross over and you will have a choice to make. If this happens, think about the call to action you want to use in your campaign, and let that guide you.

For example, the adcept featuring Samson and William’s story includes details of Nodding Syndrome, but we have used green to denote the theme of Pioneering Healthcare as the call to action is 'Save young lives with mobile clinics’ (see Creative Concept Section 2.0)

In the ‘Assets’ section (4.0) we have provided templates for all the different themes/colourways.