Save the Children

Guided by Sage, this leading children’s charity developed a distinctive and compelling brand platform.


For over 100 years Save the Children (STC) has been on the front lines of aiding and supporting the world’s children in crisis. However, while the work of Save the Children has helped millions of the world’s most marginalized and deprived children, a 2020 proprietary Ipsos Brand Tracker of regular donors showed the awareness of Save the Children Canada lagged far behind other children focused charities.

Sage team role.

Sage was brought in to help guide STC brand and senior management staff in the development and adoption of a distinctive brand platform. We encouraged the STC team to challenge current thinking in an effort to develop a position that would not only differentiate their brand but would also provide an over-arching platform that would be relevant and supportive to all internal groups.

The outcome.

  • New brand platform was approved by the STC Board.
  • STC now able to underpin all communications with a consistent brand message.
  • In the Fall of 2021, STC launched an integrated digital key channel brand campaign.

Last word from the client

“Sage was a game-changer for us in the development of our new brand platform. Their research and peer review analysis paved the way for a direction that has helped us hone our voice and enhance our brand. Their strategic, yet practical, approach led us through a collaborative process that addressed our unique business challenge in the Canadian market.”

Danny Glenwright
President, and CEO, Save the Children Canada


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