Discovering the world together with the renewed charitable organisation "One-Two-All"

The St. Petersburg public charitable organisation Shag Navstrechu ("A Step Towards") has been caring since 2004 for the children living in Building 3 of Children's Residential Care Home No. 4 in the town of Pavlovsk, and for the adults who have moved on to psychoneurological care homes. There are more than 215,000 registered non-profit organisations in Russia, of which 13,000 position themselves as charities. In these conditions, it is becoming ever harder for small organisations such as Shag Navstrechu to receive targeted support.

The Brandson team analysed the activities of Russian and international charitable organisations, identifying the most relevant directions for the development of Shag Navstrechu. The research revealed that Russians, who are generally unfamiliar with the sector, mostly make one-off individual donations, often forget that they have donated to a particular fund, or forget the organisation's name. The objective market leaders are Podari Zhizn and Rusfond, which hold the top positions in the rankings by volume of donations, level of public recognition and scale of activity. The difficult market situation, linked to the weak presence of charitable programmes in the minds of Russians, requires charitable foundations to take a systematic and transparent approach. The main growth points identified are a clear and simple description of the overall activity and of each direction and project, the regular publication not only of financial reports but also of "living" ones, and the active use of digital technologies, keeping pace with the times and with communications that are shifting towards online networks. In addition, large foundations often enjoy extensive media support, so for small organisations the most effective methods of attracting benefactors are interesting, vivid and creative approaches. The analysis of the target audiences and their drivers and barriers revealed that the overwhelming majority of donors and volunteers are driven in their aspirations by a complex rational-mystical motivation, a conviction that good "comes back". They also help those in need for their own pleasure. They want to engage in useful activity that is filled with genuine, deep meaning, and to respect themselves for their good deeds.

The research showed that, in the context of the project's target audience, charity is a kind of integrator of meaningfulness, where each participant in the process finds their own deep meaning in life by filling the lives of those around them with meaning. This became the premise for the platform developed by the agency's experts. The new brand's metaphor is Newton's Cradle: a unified structure in which a positive impulse is passed from one element to another and always returns.

The Brandson agency developed an updated brand positioning. The organisation practises a systematic approach to improving the quality of life of the people in its care, and does so daily, non-stop and comprehensively, rather than through separate programmes. On the one hand, those in its care receive full support and rehabilitation programmes that make their lives rich; on the other, the volunteers, donors and staff of the organisation themselves draw inspiration from the meaningfulness of life (their own and that of the people in their care) thanks to their good deeds. The brand's mission is fully embodied in the statement: "Unfortunately, life is all too often unfair, taking away our health, our self-belief and even the meaning of going on. Our main task is to give that meaning back, not only to those in our care but to everyone who works with us, through mutual kindness and dedication to our cause." The name One-Two-All not only moves the brand into the category of "modern", progressive and independent foundations, but also embodies a systematic approach, consistent activity and a sense of belonging. Volunteers, the organisation's founders and donors are all participants in a well-oiled system aimed at caring for those around us. The people in its care will never be left alone with their problems: that is the key idea conveyed by the name. The brandline "Discovering the world together" continues this idea and also draws attention to the scale of the change the foundation helps bring about: yes, at first glance you may not see the changes, but for every participant in the exchange of kindness, a whole new universe truly opens up. The visual concept references the Solar System, coordinated and global, where everything is interconnected and is nourished and grows on the energy of light. Through constant work that is not always visible to others, One-Two-All creates a new world, a new set of opportunities for the people who need them. The main graphic element in the design is an oval, symbolising a closed system for transmitting energy and impulses. We give warmth, share happiness and kindness, and they come back to us. Bright colours bring to life the image of the world that the organisation's staff create for the people in their care.