Compassion WOL Messaging Platform by Jennifer Brandenburg

COMPASSION WATER OF LIFE Product Guide and Messaging Platform

CONTENTS SECTION 1: INTRODUCTION

1-5

AT-A-GLANCE MESSAGING HIGHLIGHTS

EVALUATING MESSAGING LANDSCAPE

DEFINING “4-CORNER” THEMES

A FEW WORDS ABOUT OUR CUSTOMER

SECTION 2: GUIDING PRINCIPLES

4-5

6-15

CONTENT DEVELOPMENT

SECTION 3: “4-CORNER” IMPLEMENTATION SECTION 4: PRODUCT BRANDING

Compassion Water of Life Messaging Platform provides guiding information, definitions and examples to reach prospects in a manner proven by sales and research to increase response.

16 17–26

SECTION 1: INTRODUCTION AT-A-GLANCE MESSAGING HIGHLIGHTS Key Message: “ Safe water for life is just the beginning.” When you give Compassion Water of Life you give a child and his family a lifetime of safe water, but that’s just the beginning. Providing safe water is just one part of Compassion’s program that is proven to release children from poverty. Working through local churches and with the support of sponsors, more than one million children from all walks of life are growing mind, body, soul and spirit to become independent adults. All in Jesus’ name. Context of Poverty: ‘Water poverty’, or lacking access to safe water, requires an urgent response, as:

Compassion’s Purpose: What makes Compassion Water of Life different? • Safe water for life: With occasional rinsing, Compassion Water of Life lasts a lifetime. Each unit filters 1 million gallons of water; a child only needs 14,600 gallons of drinking water in her lifetime. • L ong-term release from poverty: Offered to children sponsored by Compassion International, your gift contributes to Compassion’s long-term way of developing a child body, mind, soul and spirit. Giving Compassion Water of Life offers more than a lifetime of safe water. It can include:

› Training a family how to use and maintain their safe water system › Providing other water, sanitation and hygiene (WaSH) needs

• Every 15 seconds, a child dies from water-related diseases. (UN)

• Every day, more than 4,000 children die of easily preventable water-related diseases such as cholera and typhoid. (UNICEF)

• Each year, 3.3 million people die from contaminated water

• There is a small, one-time donation (to view the cost, please go to http://www.compassion.com/compassionwol).

• Each year, 1.1 billion people (around 1 in 8 people) cannot get safe water. Clearly, a child needs safe water to stop the clock on these statistics. But a child also needs long-term care for body, mind, soul and spirit. A child needs hope.

WWW.COMPASSION.COM/WATEROFLIFE

required by the sponsored child.

Solution, Value Exchange, Proof Points, Customer Profile and Key Terms: See the full document.

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SECTION 1: INTRODUCTION

EVALUATING THE MESSAGING LANDSCAPE Compassion Water of Life contributes to Compassion’s 2020 goal of bearing much fruit, as it builds awareness of Compassion’s name. It helps with CI’s 2020 goal of bearing good fruit as it addresses a Field-identified need to improve water, sanitation and hygiene (“WaSH”), which are key to children’s health. Finally it supports the USA Group’s strategy of acquiring broadly by earning donors’ trust and wooing them toward sponsoring children. Compassion sales and research have shown a typical prospect has these felt needs: • Wants to test if they can trust the organization by giving a one-time gift and learning how their money is used • Want to help others and see their impact • Is most likely to give an initial gift to these four causes: Child survival, child protection, safe water, and sufficient nutrition • Wants to give to needs that are urgent, tangible and not being met by others.

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When creating communications about Compassion Water of Life it is essential to address each of these elements. When surveyed, 47% of USA households indicated they would be “extremely” or “very likely” to support a product that “uses a new technology to provide access to safe water in a child’s home for a small, one-time donation (to view the cost, please go to http://www.compassion.com/compassionwol).

SECTION 1: INTRODUCTION

DEFINING “4-CORNERS” THEMES Our “whole story” centers around four themes and those themes can be thought of as the four corners of our Blue Square. Our message has a more powerful impact when a customer is fully exposed to all four corners of our story: 1) The Context of Poverty 2) Compassion’s Purpose

Each marketing event or medium is an opportunity to portray Compassion’s brand messaging and the aligned Compassion Water of Life messaging in full or partial description. The driving principle of high-impact messaging should be to maximize the entire customer experience. In other words, determine which elements of an event or medium are best suited to expose one or more parts of the “4-Corner” story and make the most of that opportunity. In any case our goal should be to expose all four corners in one way or another every time.

3) The Programmatic Solution 4) The Value Exchange to supporters for their financial investment.

WWW.COMPASSION.COM/WATEROFLIFE

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SECTION 1: INTRODUCTION

A FEW WORDS ABOUT OUR CUSTOMER From extensive research, those most likely to give Compassion Water of Life are those most likely to one day sponsor a child. Compassion Water of Life provides an introduction to the large numbers in these population segments who have yet to know the organization’s name (based on awareness studies among the USA population). So, to get to know us and trust us, prospects report that they want to give a one-time gift and then watch to see how CI uses their investment and see what impact their gift makes. These prospects tend toward these characteristics: • FAITH: 84% Christian (We wish to engage those who do follow Christ) • MARITAL STATUS: 80% married • FAMILY: Parents with children • GENDER: 69% female • INCOME: Median 79K • EDUCATION: College educated • GEOGRAPHIC REGIONS: N ortheast, Mid-West, some California, and some Southwest • ETHNIC BACKGROUND: Mostly Caucasian, followed by Asian • AGE: 35–54

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SECTION 1: INTRODUCTION

A FEW WORDS ABOUT OUR CUSTOMER They tend to have the following psychographic variables relating to personality, values, attitudes, interests and lifestyles: • Information sources: This group is smart, well informed and middle-to-upper-class. While Christian, they do not generally engage with Christian media or events. They are up on the latest news either by TV or Internet, as they like to be kept well informed. They frequent stores such as: Home Depot, Pottery Barn, and Bed Bath & Beyond. They enjoy traveling, reading and watching movies. They read magazines such as: Housekeeping, Newsweek, National Geographic, Men’s Health, InStyle, Fitness, College Alumni and professional, work-related magazines. When shopping they like to find a deal. • Needs: They want to trust an organization by seeing excellent impact from their financial gift. It’s important for this group to know how their money is being spent and that it is being used wisely. They want reassurance that what they give to is “real” and will ultimately make a difference to people’s lives and communities. They do their homework and will research a product or offering before giving or becoming involved.

WWW.COMPASSION.COM/WATEROFLIFE

• Giving Habits: They give to causes that support children and health. They prefer giving locally rather than globally. They especially favor organizations with low administration costs where the benefits of their giving can be seen in their local community. Or, if the money goes internationally, they want to know how their gift is being used. • Who Influences Giving: Their church and their children’s activities lead the way. Church leaders play an important part in motivating and influencing this demographic to support new causes as do influences from their children’s’ schools and activities. After giving to their local church, there is a strong preference to support organizations where there is a personal interest/association, e.g. children’s hospitals, schools, Scouts, health and animal welfare charities. They rely heavily on feedback from friends/peers/experts about purchases and donation opportunities. While Compassion Water of Life appeals to those most likely to give today, it also attracts members of the largest generation in US history—the millennials. It can introduce Compassion to people younger than typical sponsors; providing an entry point for future sponsorship.

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SECTION 2: GUIDING PRINCIPLES FOUR MESSAGING THEMES Each marketing event or medium is an opportunity to portray Compassion Water of Life in full or partial description. For each opportunity, determine which elements are best suited to the audience and medium and focus on one or more of the key themes making up the â&#x20AC;&#x153;whole storyâ&#x20AC;?. Our goal should always be to draw from all four themes in one way or another whenever possible.

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SECTION 2: GUIDING PRINCIPLES

1. CONTEXT OF WATER POVERTY; WHAT SITUATION DOES A CHILD FACE? As part of overall poverty, ‘water poverty’ not only endangers children’s lives but traps them into thinking they do not matter; that they deserve a life of poverty. Poverty does not wait for us to respond as: • Every 15 seconds, a child dies from water-related diseases (UN) • Every day, more than 4,000 children die of easily preventable water-related diseases such as cholera and typhoid (UNICEF) • Each year, 3.3 million people die from contaminated water • Each year, 1.1 billion people (around 1 in 8 people) cannot get safe water • Almost half the population in the developing world – about 2.6 billion people – lacks access to basic sanitation (WHO/UNICEF) • In rural areas, women and girls spend hours each day collecting water that is dirty and unsafe for their families to drink. These hours steal from their time for going to school or learning a trade.

WWW.COMPASSION.COM/WATEROFLIFE

Sadly, most of the babies, children and students in the developing world lack ready access to safe water. Most can access some water, but that water can hurt them and their families. While situations vary from country to country, Compassion Water of Life particularly helps this majority of children who have water, but whose water is unsafe. In addition to saving lives, Compassion Water of Life helps children who are suffering sickness, diarrhea and acute stomach pains – the kinds of illnesses that threaten children’s lives, stop them from going to school and from growing up into healthy adults. A gift that helps buy a single Compassion Water of Life system helps a child survive and thrive. Children who receive Compassion Water of Life have hope. They are known, loved and protected. Working through local churches, we know each baby, child and student personally. We know their families, neighbors and the needs of their wider community.

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SECTION 2: GUIDING PRINCIPLES

2. PURPOSE – WHAT IS THE PRODUCT’S UNIQUE, DIFFERENTIATING GOAL? “ Safe water for life is just the beginning.” Compassion Water of Life gives a child and family a lifetime of safe water, but that’s just the beginning. As part of Compassion’s longterm programs, your gift helps a child grow—body, mind, soul and spirit—to be released from poverty in Jesus’ name. What makes Compassion Water of Life different? •S afe water for life: With occasional rinsing, Compassion Water of Life lasts a lifetime. Each filter is capable of filtering 1 million gallons of water; a child is expected to only need 14,600 gallons in her lifetime.

› Proven – used by US military. Used by hundreds of nongovernmental organizations and relief agencies. Two studies (conducted by MAP International and Food for the Hungry) showed the filter to eliminate up to 85% of all diarrheas, where about 98% of the diarrhea was obtained through water.

•C omplete solution and expert training: This price includes the filter, a bucket for filtering the water and a second bucket to catch and store the now-safe water in a clean container. Additionally, it includes training direct from the filter manufacturer on how to use and maintain the system, so children and families truly have safe water for life.

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• Long-term release from poverty: Giving to Compassion achieves even more than a one-time gift of water. Compassion provides long-term care that includes:

› Training for a family in how to use and maintain their Compassion Water of Life safe water system

› Education and solutions for children and families that address other water and health needs in their home or community.

• There is a small, one-time donation (to view the cost, please go to http://www.compassion.com/compassionwol). This one-time donation helps to give Compassion Water of Life and other water, sanitation and hygiene solutions that a child needs most.

SECTION 2: GUIDING PRINCIPLES

3. THE SOLUTION – WHAT IS COMPASSION WATER OF LIFE? Compassion Water of Life gives a child and family in poverty safe water for life – and that’s just the beginning. Safe water for life…

…is just the beginning

• When a child has easy access to safe water her chance for survival and health improves, she can go to school and her parents can go to work and earn what the family needs

• Compassion Water of Life provides a child and his family with much more than safe water for a lifetime

• Compassion’s church-based child development centers identify children who are in need of safe water and provide them with Compassion Water of Life, a simple yet powerful system that gives a child in Compassion’s programs a lifetime of safe drinking water • Compassion Water of Life can filter any existing fresh water sources such as lakes, rivers, ponds, puddles and rainwater and turn it into safe drinking water • Compassion trains a family in how to keep the unit clean and how water helps their child’s development • Already, through the partnership of generous givers, Compassion Water of Life is saving and strengthening lives of nearly 100,000 children in poverty by protecting them from waterborne diseases and is in demand in Africa, Asia and Latin America.

WWW.COMPASSION.COM/WATEROFLIFE

• Providing safe drinking water is just one aspect of Compassion’s complete child development model • Compassion helps a child grow body, mind, soul and spirit from before he’s born until he is ready to break free from poverty • Compassion helps more than one million children and equips them with what they need to become independent adults • Children find hope as they are paired with sponsors who encourage them toward greatness • Compassion partners with local churches, who come to know, love and protect children of diverse cultural, family and faith backgrounds • And, from a drink of safe water to full release from poverty, we do it all in Jesus’ name.

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SECTION 2: GUIDING PRINCIPLES

4. VALUE EXCHANGE – WHAT ARE THE BENEFITS TO THE DONOR? Safe water can’t wait. Compassion Water of Life gives new donors the opportunity to be heroes. For a small, one-time donation (to view the cost, please go to http://www.compassion.com/compassionwol) your gift provides safe water for life for a child in poverty in the developing world and starts a journey with Compassion that, through sponsorship, can release a child from poverty for good. Benefits: Across the US, research shows six primary motivations, and Compassion Water of Life addresses these motivations as follows: • L ive out my faith – Giving water to a child in poverty responds to Jesus’ words to his followers: “And if anyone gives even a cup of cold water to one of these little ones who is my disciple, truly I tell you, that person will certainly not lose their reward.” (Matthew 10:42) •S ee my impact – Taste-testing the filtered water, seeing the tangible Compassion Water of Life unit, receiving reporting on how this provided “safe water for life is just the beginning” (of learning about Compassion’s long-term programs). •A fford to give – The one-time donation (to view the cost, please go to compassion.com/compassionwol) covers all the costs of the unit as well as training and support to assure results. It has been researched and found to be the most attractive price Compassion can offer for a solution that gives a lifetime of safe water. Also, as a one-time gift, Compassion Water of Life is the best avenue for first time donors to engage with Compassion. (This was chosen over giving time or talent

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and over a continuity gift.) Donors have given around $100 on average, suggesting they do see the value in our suggested price. On average, an American Christian gives about $100 per year to any cause outside of his church, suggesting that Compassion Water of Life is already gaining a significant place in donors’ priorities. This price can provide a stepping-stone toward the $456/year gift of sponsorship.

SECTION 2: GUIDING PRINCIPLES

4. VALUE EXCHANGE – WHAT ARE THE BENEFITS TO THE DONOR? Benefits Continued: •B uild my family – Advocates have shown Compassion Water of Life at churches and youth events. Parents long to involve their kids in giving and in learning about those in need and Compassion Water of Life provides a very hands-on solution. •S hape my giving – This need revolves around wanting to invest yourself in your giving, to do more than write a check, to see your “fingerprint” when you give. An example of this is packing a shoebox, filling a meal kit, etc. Compassion Water of Life inspires supporters to creatively fundraise through lemonade stands, vacation Bible schools, etc. • Relate to the person they’re helping, and with the organization they choose as a partner – By providing reporting on the impact of their giving that aligns with the core promise (“safe water for life is just the beginning”), Compassion can earn the trust of new donors, inviting them to minister together with us in other ways. As we introduce them to the power of a personal relationship with a child in poverty through sponsorship, we pray that many will act on their desire to help children by sponsoring one particular child toward her brightest future.

WWW.COMPASSION.COM/WATEROFLIFE

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SECTION 2: GUIDING PRINCIPLES

4. VALUE EXCHANGE – WHAT ARE THE BENEFITS TO THE DONOR? Features of Compassion Water of Life: • Provides safe drinking water for life, for children and their families in need. • Trains children and families on how to use and maintain their Compassion safe water system and educates the communities that Compassion works in about health and sanitation. • May support ways to improve water and sanitation sources that help children in their homes and in the churches where they attend Compassion’s program. • Is part of a proven, long-term way that Compassion responds to the health, education and other needs of each child, releasing them from poverty in Jesus’ name.

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Following receipt of their gift, donors will receive follow-on communications that thank them for their donation, introduce them to Compassion’s ministry, and encourage them to take the next step to help a child break free from poverty by becoming a sponsor. When possible, specific children offered could be from the same geographical area where the donor sent their initial gift, as a way of inviting them to deepen that relationship. Donors may give toward Compassion Water of Life in a friend’s name as a special gift for Christmas, birthday, Mother’s Day or any day that has meaning for them.

SECTION 2: GUIDING PRINCIPLES

SUPPORTING PROOF POINTS: (CONFIRMED BY CUSTOMER FOCUS GROUPS) The following proof points have been tested through focus group research and identified as the ones most likely to compel prospects to give: • Proven under test conditions by multiple organizations such as the United Nations, Partners in Health, MAP International, Doctors Giving Back and more.

• Compassion Water of Life removes all harmful bacteria that cause cholera, botulism, typhoid, and amoebic dysentery, as well as e. coli, coliform bacteria, streptococcus, and salmonella.

• Compassion Water of Life is manufactured by Sawyer Products, a trusted supplier to the US Military, specializing in disease prevention.

• Compassion Water of Life exceeds all US EPA standards for drinking water.

• With occasional rinsing, Compassion Water of Life can last a lifetime.

• The filter is currently being used in over 100 countries including the United States, Haiti, Rwanda, Ghana, India and Guatemala.

• (NOTE: if the average person drinks their ‘required’ 64 ounces of water a day and lives to age 80, they will consume 14,600 gallons of water in their lifetime). • Unlike other systems, with easy maintenance, Compassion Water of Life never needs replacing. • Compassion Water of Life is easy to maintain. When the water stops flowing, the filter needs to be rinsed – a process that takes less than a minute.

WWW.COMPASSION.COM/WATEROFLIFE

• Compassion Water of Life is easy to operate and can be set up in a home to provide safe drinking water in less than 5 minutes. • Compassion Water of Life is the most cost-efficient solution where surface water such as lakes, rivers, ponds, rainwater or puddles is available.

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SECTION 2: GUIDING PRINCIPLES

APPROVED TERMS – USING CORRECT LANGUAGE TO DESCRIBE COMPASSION WATER OF LIFE It is vitally important to be consistent in the use of language in all communications and use the following correct terminology to describe Compassion Water of Life: Compassion Water of Life For external use, always use the official name: Compassion Water of Life rather than ‘Water of Life’ or an acronym. Using Compassion at the forefront underlines this product belongs as part of Compassion’s overall ministry, it’s part of the family. Additionally—and importantly to future sponsorship opportunities even among those who do not donate a Compassion Water of Life—it helps build awareness of Compassion’s name. (Research shows that Compassion has the lowest awareness of any of the leading USA sponsorship organizations; to one day become a sponsor, they must first know our name.) Safe Water Always refer to the water that has been filtered by Compassion Water of Life safe water system as ‘safe water’ and not ‘clean water’. Healthful water as provided by the filter may, or may not, look clean to someone from a developed world context.

WWW.COMPASSION.COM/WATEROFLIFE

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SECTION 2: GUIDING PRINCIPLES

APPROVED TERMS – USING CORRECT LANGUAGE TO DESCRIBE COMPASSION WATER OF LIFE CONTINUED Safe Water System Describe the ‘unit’ as a ‘safe water system’ and not a “water filter.” Only use the term ‘filter’ when referring to a component within Compassion Water of Life safe water system. When tested, using the word ‘filter’ alone conveys an image to people in the developed world of a filter on their faucet or refrigerator. This causes three challenges: (1) They do not believe there is a filter that can provide safe water for life, because they know how often they replace their in-home filters, (2) They visualize children living in something other than extreme poverty; most prospects have not seen extreme poverty and get confused thinking the child has running water and (3) They want one for their own homes. The last point has been aided by a promotion from Sawyer through which a Compassion Water of Life donor can gain a discount on a water filter for camping or other personal uses.

Compassion Grows Children Body, Mind, Soul and Spirit Always include a reference to how Compassion Water of Life ties into Compassion’s holistic, long-term way of releasing children from poverty. Relate Compassion Water of Life to Compassion’s core strategy, which is “Christian holistic development of children in poverty through sponsorship.” While holistic internally conveys an understood meaning, focus group research suggests those we serve more clearly understand terms such as “body, mind, soul and spirit” or “physical, educational, socioemotional and spiritual needs”. The term ‘holistic,’ while excellent internal language, appears to confuse people who either are not sure what it means or who associate it with New Age thinking and holistic medicine. Sample Copy: Providing safe drinking water is just one part of Compassion’s program that is proven to release children from poverty. Working through local churches and with the support of sponsors, more than one million children from all walks of life are growing mind, body, soul and spirit to become independent adults. All in Jesus’ name. Note on Images In all printed, online and visual communications, ensure that an image of Compassion Water of Life safe water system, along with a child and/ or church staff member, is always featured.

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SECTION 3: “4-CORNER” IMPLEMENTATION SAMPLE PRINTED PIECE Give a ChiLd in need one of the Greatest Gifts -

Child Focused – Be sure a child is the key feature to show visually giving to Compassion is first and foremost about the children we help.

you can change a chilD’s future With ComPassion Water of Life system! Why do children living in poverty need access to safe drinking Water? • Every day over 4,000 children are dying of water-related diseases such as cholera and typhoid that are easily preventable.

Image of Compassion Water of Life safe water system

• Many more are suffering sickness, diarrhea and acute stomach pains – illnesses that stop children going to school and growing up into healthy adults. • When you give to Compassion Water of Life, you are not only giving safe drinking water, and quality of health - you are allowing a child to go to school, to dream and live beyond their circumstances, and to reach their fullest potential in life.

Blue Square/Compassion branding

your donation provides: • A safe water system that provides over 1 million gallons of safe drinking water for a child and their family in developing countries.

Context of Poverty

• Education on improving hygiene and sanitation.

Purpose The Solution Value Exchange

Dirty water robs chilDren of their future. When a ChiLd has aCCess to safe Water, their WorLd ChanGes forever. Compassion Water of Life, a safe water system goes to the heart of one of the greatest and most urgent needs in developing countries today – providing safe drinking water to children and their families. Providing safe drinking water is just one aspect of Compassion’s holistic child development model that begins in the earliest stages of a child’s development and continues through young adulthood. One-on-one, this long-term model benefits more than one million children and equips them with the skills they need to become independent adults.

• Support for improving community water sources where needed.

What Can you Do to heLP? visit our website and give a donation at:

www.compassion.com/wateroflife Call us to give a donation at: 800-336-7676

Compassion International, 12290 Voyager Parkway, Colorado Springs, CO 80997 (888) 336-7676 (monday through friday, 7 a.m. to 5:30 p.m. mt.)

WWW.COMPASSION.COM/WATEROFLIFE

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SECTION 4: COMPASSION WATER OF LIFE BRAND STANDARDS 1. COMPASSION LOGO/WATER OF LIFE LOCK UP GUIDELINES

EXCLUSION ZONE No graphic element other than background color may be placed inside the exclusion zone around the logo, (as indicated by the grid). The purpose of the exclusion zone is to protect the integrity of the logo, keeping it free from the confusion other elements might cause.

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SECTION 4: COMPASSION WATER OF LIFE BRAND STANDARDS

PRIMARY VERSION

TIGHT LOCK UP VERSION

MINIMUM SIZE

48mm = 1.9”

For the sake of legibility, never reproduce a Compassion Water of Life logo smaller than the minimum size shown.

WWW.COMPASSION.COM/WATEROFLIFE

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SECTION 4: COMPASSION WATER OF LIFE BRAND STANDARDS

LOGO COLOR USAGE

The preferred logo for all four color or two (PMS286 and Black) applications when used over a white or light background.

The only other color the logo may appear in is black. It may only be solid black where printing is limited to one (black) or two colors (black plus another color from the Compassion color palette.)

The logomay also appear in four color or three (PMS286, PMS 632 and Black) applications when used over a white or light background.

The preferred logo for reversing out of dark background colors and dark pictures.

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SECTION 4: COMPASSION WATER OF LIFE BRAND STANDARDS

LOGO USAGE WITH PHOTOGRAPHS

The preferred logo when placed over a light background in a photograph.

WWW.COMPASSION.COM/WATEROFLIFE

The preferred logo when reversing out of a dark or solid area of a photograph.

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SECTION 4: COMPASSION WATER OF LIFE BRAND STANDARDS

PROHIBITED LOGO USAGE

The ID must never be expanded or compressed.

Only the official Compassion logo color may be used.

The logo must be reproduced with the correct relationship of the basic elements.

The logo must be used only horizontally, never vertically or at any other angle.

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SECTION 4: COMPASSION WATER OF LIFE BRAND STANDARDS

2. COMPASSION WATER OF LIFE COLOR PALETTE INTRODUCTION TO COLOR PALETTE Compassion is Blue. This is the idea we want to convey across all our communications. We want to take ownership of PMS 286 and have our communications “wrapped in blue”. We want all of our audiences to strongly identify Compassion Blue with the Compassion brand experience. The color palette has been developed with both sympathetic and contrasting secondary colors. These have been selected from all areas of the color wheel to provide a good range of hues. Other colors have been avoided due to their associations. Secondary colors are just that, secondary to Compassion Blue.

Tints Using tints of our corporate colors helps add variety and interest. However using too many tints can clutter a design. Therefore use only the limited available tints in the color palette.

PANTONE® 286 C

Use tints and secondary colors that either support or contrast the colors found in the main photographic image.

WWW.COMPASSION.COM/WATEROFLIFE

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SECTION 4: COMPASSION WATER OF LIFE BRAND STANDARDS

PRIMARY

Compassion Water of Life Blue PMS 286 c100 m75 y0 k0

60%

40%

15%

SECONDARY

BLACK

PMS 632

60% 40% 15%

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60% 40% 15%

PMS 1807 60% 40% 15%

PMS 723 60% 40% 15%

PMS 452 60% 40% 15%

SECTION 4: COMPASSION WATER OF LIFE BRAND STANDARDS

3. COMPASSION WATER OF LIFE TYPEFACES Linotype Tetria Light

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Tab 1234567890 Linotype Tetria Regular

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 1234567890 Tab

Linotype Tetria Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Tab 1234567890 WWW.COMPASSION.COM/WATEROFLIFE

Linotype Tetria Black

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Tab 1234567890 PAGE 24

SECTION 4: COMPASSION WATER OF LIFE BRAND STANDARDS

4. COMPASSION WATER OF LIFE PHOTOGRAPHY PHOTOGRAPHIC STYLE

NEED AND JOY:

Compassion photography should be used whenever possible. This can be made available through the Compassion Resource website.

Need is an extremely important quality to show through photography. (If there is no need then why donate or sponsor?)

Compassion photography is never exploitative and does not portray the “the pornography of poverty,” where children lose their dignity because a visual image focuses overwhelmingly on the brutality of their condition or environment. While we believe in being honest about the challenges that children face, we always seek to portray them in ways that show hope and the promise of a positive future, following the traits of the Brand Personality Target.

Need, for instance, can be shown through a child’s expression, the way a child is dressed or groomed, and the context that a child is shown in within the surrounding conditions.

APPROPRIATE NEED SHOWN

JOY

On the opposite end of the scale to wrong need is joy that depicts the child as needing no intervention. It is not inappropriate to show a happy child, but care needs to be taken in showing the correct context.

Note on Images: In all printed, online and visual communications, ensure that an image of Compassion Water of Life safe water system and a child and/ or church staffer is always featured. PAGE 25

SECTION 4: COMPASSION WATER OF LIFE BRAND STANDARDS

5. COMPASSION WATER OF LIFE DESIGN SAMPLES COMI_10144 - WOL Thankyou (8pg) stg4.pdf

04/09/2012

Give a ChiLd in need one of the Greatest Gifts -

13:18

No preference

Africa No preference

Check

(payable to Compassion)

$456 (annually)

STEP 1. YES! I WANT TO SPONSOR A CHILD IN NEED.

A girl

Asia

CHOOSE A CHILD: I WOULD PREFER THE CHILD TO BE:

A boy

Latin America

$114 (quarterly)

MY AREA OF PREFERENCE IS:

$38 (monthly)

Automatic Payment

(please choose payment option on the reverse)

PAYMENT OPTIONS: MY FIRST SPONSORSHIP PAYMENT IS ENCLOSED FOR:

THE SYSTEM WILL PROVIDE FIONA AND HER FAMILY WITH SAFE WATER FOR THE REST OF THEIR LIVES.

CHRIST CENTERED Each child has an opportunity to hear the Gospel in an age-appropriate and culturally relevant way.

CHILD FOCUSED Engaging each child as a complete person, we treat children like we’d want our own children treated.

CHURCH BASED

We partner with churches, parents and communities – to teach, train and mentor children.

TITLE:

FIRST NAME:

YOUR DETAILS:

LAST NAME:

GROUP: (if applicable)

CITY:

ADDRESS:

ZIP:

COMMITTED TO INTEGRITY We’re dedicated to delivering excellent programs with complete integrity.

Mr.

TELEPHONE NO:

CMY

EMAIL ADDRESS:

Mrs.

Miss. Ms. Mr. & Mrs. Group

STATE:

Check payments may be processed electronically and may be withdrawn from your account on the same day we receive your payment. You may not receive a canceled check back from your bank.

WHO IS COMPASSION Compassion International is a Christian child development ministry founded in 1952. Compassion partners with churches in developing countries to help them carry out programs for children in their communities. Our goal is to help children develop and release them from their spiritual, economic, social and physical poverty. Compassion’s proven success with holistic child development is embodied in our unique distinctives:

FIONA’S STORY Fiona lives in a remote village in Rwanda. Like thousands of children, she gets up before 6 o’clock every morning and walks over 3 miles to collect water for her family. It’s an exhausting routine that she has to go through twice each day.

For more information on Compassion Water of Life and how you can sponsor a child visit:

FOR GIVING A CHILD LIKE FIONA SAFE DRINKING WATER FOR LIFE!

The water hole is used and polluted by humans and animals alike. Generations of her family have come here for water. They’ve become sick, their children have died and no one has dared to believe there could be an alternative – a way to prevent water-borne diseases in their village. Now that Fiona is using Compassion’s Water of Life, she is able to turn unhealthy water into safe, refreshing drinking water. With occasional rinsing, the system will never need to be replaced and will provide Fiona and her family with safe water for the rest of their lives. Compassion International, 12290 Voyager Parkway, Colorado Springs, CO 80921 (800) 336-7676, Monday through Friday, 7 a.m. to 5:30 p.m. MT. BR397(8/11)

WWW.COMPASSION.COM/WATEROFLIFE

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