1. tag line translating CISV’s

2. the promise of our brand

3. A tag line…

4. or Marketing sportswear Producing softdrinks for global consumption “Just Do It” ”Enjoy” Data security solutions & virus protection ”Be Sure” CISV Cross-cultural peace education a mission statement something else? Or something else?

5. A tag line…

6. is not or a mission statement a descriptor

7. A tag line…

8. should not “what we do” just say

9. A tag line is…

10. promise of the CISV experience an emotional

11. reinforcing CISV values the

12. & remember few translate easy to words that are with as as possible

13. A tag line is…

14. appeal triggering interest an emotional to more find out

15. = effective communications Brand ExperienceBrand Promise A promise of an experience A tag line is…

16. tag line translating CISV’s

17. how we wish seen to be

18. engaging “…in school you learn on purpose with your ‘head’, but in a camp... you learn ‘by the way’, by playing, by feeling, laughing.” co-operation “I remember the joy of working with others and... the great feeling when things succeeded after working together for a common goal” Gitte, Denmark “CISV is for me a unique world which doesn’t care about borders and about differences” Karel, Czech Republic inclusiveness enthusiasm “I value the ability that CISV has to inspire – CISV drives people to use what they have learnt... and to try and make a difference in the lives of others.” “My schoolyard perspective was replaced by a global one. My Village address list was my own personal map of the world.” Pat, Canada friendship Values of the CISV experience

19. Just like the visual image, the tag line should reinforce the CISV values and we should be seen as… ‘Friendly’ ‘Inclusive’ ‘Enthusiastic’ ‘Engaging’ ‘Cooperative’ Brand ExperienceBrand Promise A promise reflecting an experience

20. Considerations about use of terminology…

21. ‘education’ the engaging CISV learning experience Vs.

22. ‘intercultural’ (between two cultures) the ‘multicultural’ CISV experience Vs.

23. = learning by listening to a teacher; > CISV is a non-formal educational experience (experiential learning) Conclusions ‘education’ = between two cultures; > the CISV experience is multicultural; > no translation for the term in some languages ‘intercultural’ > Implies to the multicultural nature of the CISV brand experience; > But possibly an even more complicated term to translate ‘cross-cultural’

24. writing the tag line…

25. Building GlobalFriendship A key educational belief of the CISV educational approach – and an emotional benefit of taking part in CISV for the participants. Also communicating the global scale of CISV as an organization This term communicates that CISV is an engaging experience where you get to be active – hands on! Expressing that CISV is a multicultural experience. (Use of the term ‘Global’ avoids any potential translation problems that the term cross-cultural could entail) “People learn more effectively by doing things themselves. Experiences should be direct, not second-hand.” Dr. Doris T. Allen “Peace is only possible if individuals learn to live together as friends” Dr. Doris T. Allen

26. GlobalFriendship The vision for CISV’s work – striving for peace and international understanding. also reflects multicultural friendship

27. Building GlobalFriendship Communicates that CISV is passionately working towards its vision. Each of the programmes are steps towards “building global friendship”

28. synonyms

29. BuildingGlobalFriendship International; Worldwide; Creating

30. This tag line was officially approved by the CISV International Board of Trustees at AIM 2006 in Sweden. Any given translation should capture the same meaning it is designed to communicate in English. important