AN NGO, INSPIRED BY GANDHIAN PRINCIPLES, THAT PROMOTES PEACEFUL COEXISTENCE AS A WAY OF LIFE
After the social crisis in Venezuela in 2016, the Gandhi Center was born as a nonprofit organization dedicated to the education of the citizens in nonviolence and other Gandhian principles to promote peaceful coexistence as a lifestyle, which would eventually transform the social relationships. We got connected from the start, relating to the noble cause at hand.
“TO KNOW, UNDERSTAND AND BE ABLE TO TRANSMIT MAHATMA GANDHI'S LEGACY REQUIRES TIME, DEDICATION AND LOVE. WITH SCALTO WE HAVE BEEN ABLE TO GROW AND IMPROVE IN ORDER TO FACE THE NEW CHALLENGES OF CARRYING THE MESSAGE OF PEACEFUL COEXISTENCE AND NONVIOLENCE THAT ARE SO NECESSARY TODAY AT A GLOBAL LEVEL.”
We started from a powerful message, a practical and transformative program yet only connected with a limited group. How to achieve the transformative effect of the Gandhian message in a Latin American society? How to reach more people, all from different backgrounds, that the organization needs to convert to achieve the transformation of the social structure? We performed an analysis of audiences, challenges, value proposition, and market opportunities to determine the route the organization should take to achieve its objectives.
It became clear that the organization's name and brand identity needed to be changed to suit modern and Latino audiences, which did not connect with the brand identity of the global organization, Mahatma Gandhi. A unique personality was then developed for the Gandhi Center that reflects the light, joy, and optimism projected by all members of the organization. Therefore, with the new messages and identity, we were able to connect with their audiences emotionally, leveraging the virtues of the program and overcoming barriers to growth. A new brand that revolutionizes the Gandhian perception, and focuses it on the teachings it leaves behind, necessary for any human relationship.
An appropriate digital strategy was also developed to enable the Gandhi Centre to connect and educate audiences through social media. We established in collaboration with our client the objectives of the channels selected, the audiences and the style of messages that would lead the organization to expand its reach. Recommendations were also made for Google Ads, SEO and other strategies to promote the content, adapted to the needs and capacities of the organization as well as to best practices for NGOs.