Since its inception in the early 1970s, National Runaway Safeline (previously known as National Runaway Switchboard), a non-profit organization located in Chicago, IL, has established itself as a relevant organization with deep roots to its mission: keep America’s runaway, homeless and at-risk youth safe and off the streets.
Between 1.6–2.8 million youth run away every year. NRS receives over 100,000 calls a year.
“LPK is a true partner. Their team enrolled and educated us in the verbal and brand strategy process,” said Executive Director Maureen Blaha. “We knew we needed to refresh our brand—but a name change was a big leap for our organization, our board, volunteers and staff. We’re confident that this new identity will allow us to connect to today’s runaways (and at-risk youth), and help keep them safe and off the streets for many years to come.”
LPK’s first task was to uncover whether or not the brand impression was living up to their mission. In an attempt to stay true to NRS’ mission of fostering a better connection with teenagers, LPK conducted research. Very quickly, LPK learned that the term “switchboard” no longer resonated for today’s youth.
“Our goal with our verbal strategy was to very quickly convey the core purpose of NRS,” says Creative Director Chris Andruss. “We wanted it to provide their callers with a safe, secure connection to immediate assistance—hence Safeline.”
“NRS is similar to our global, purpose-driven clients such as International Bird Rescue and Global BrightLight Foundation, where our team is fortunate to have an opportunity to actually create a strategy that will impact someone’s life, our environment—and ultimately make our world a better place,” said Brand Director Matt Fearn.
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