Branding and messaging refresh
OutRight Action International
For decades, the International Gay and Lesbian Human Rights Commission (IGLHRC) worked to protect and advance the dignity and human rights of lesbian, gay, bisexual, transgender, intersex and queer (LGBTIQ) people throughout the world.
With big wins for marriage equality in the United States in 2015, many began to ask, “What’s next?” The moment was right for the group to refresh its brand to approach new audiences of people who cared about LGBTIQ equality but had not been involved in international work.
The name IGLHRC (pronounced by most as iggle-herk) was a barrier to expanding to new audiences and increasing funding streams. The name and acronym were a mouthful and did not accurately reflect the work of the organization. For instance, “gay and lesbian” is not inclusive of bisexual, transgender, intersex or queer identified people – some of the more marginalized groups under the LGBTIQ umbrella on whose behalf IGLHRC works. Additionally, the word “commission” implied that they were a governmental organization rather than a non-government advocacy group. Spitfire led a process to find a name that would build on their strong legacy of partnerships with organizations around the world and fierce advocacy before international bodies.
Spitfire led a process to create a stronger way to describe the organization and the unique niche it fills in the increasing complex and crowded LGBTIQ rights movement of today. We brainstormed with their leadership and conducted interviews with activists around the world. The biggest insights: audiences thought of IGLHRC as institutional and staid, not as high-energy and activist
We created new messaging that better reflected the organization’s identity – emphasizing the urgency of LGBTIQ human rights globally and IGLHRC’s role in linking activists around the world with international institutions. We came up with a new name – OutRight Action International – that conveyed both their gravitas and their tenacious spirit. With a new name in place, Spitfire trained staff and board members to embrace the messaging and infuse it in everything OutRight does. By bolstering the group’s ability to describe its work in a compelling way and connect with new audiences, OutRight is strengthening its reputation, from international diplomats to local advocates.
With a new name and messaging, Spitfire worked with OutRight to launch its new identity. With a comprehensive communication plan guiding them, the organization is increasing its number of new donors, retaining existing donors, and increasing OutRight’s visibility among potential supporters, media and international governing bodies. OutRight is well-positioned to further its advocacy efforts with renewed vigor.