The Issue
Most people, including 55% of their donors, didn't really know exactly what the Anti-Defamation League did. Entering a new era—new leadership, a new strategic plan, and an evolving audience—the brand needed to position itself for the future and an evolving target audience.
Surrounded by other Jewish-led organizations that fought for Israel, for Jewish people, and against hate in general, the brand, while important, was being lost amidst the broader civil rights category.
The Insight
ADL was, by all means, a 100+ year old civil rights organization with three powerful fundamental programs at its core:
1. Educate worldwide leaders in antibias education for students and law enforcement.
2. Investigate - Global experts in the investigation of extremism, exposing groups and their tactics and tools to law enforcement organizations.
3. Advocate - Genuine advocates for all vulnerable communities, working with leaders in the public and private sectors to change laws and policies.
