Case Study

UN Mission Statement

Create a Succinct, Memorable Mission Statement and Pithy Tag Line

Challenge

This UN agency’s two-page mission statement and the organization were under fire from the Bush Presidency and were recently given a new mandate by the UN: improve reproductive health, make motherhood safer, support adolescents and youth, prevent HIV/AIDS, promoting gender equality, use culturally sensitive approaches, protect human rights, secure reproductive health supplies, assist in emergencies and building support. With no prior internal agreement about how to define themselves, the organization retained GPC to create a memorable and emotional mission statement, endorsed by all, easily translatable into all five UN languages and simultaneously create a pithy and pointed organizational tag line.

Solution

Before drafting the statement, Ginny Pulos and her team attended all the meetings of the agency’s Global Conference to listen to how the organization speaks about itself.  She facilitated two focus groups that began with creative exercises to both stimulate the creative side of the brain and bring cohesion to the group.  She then honed in with key questions that helped participants articulate key needs for the mission statement and tag line.  She researched words and phrases that might be useful in one culture, but which might be viewed negatively in another.

Result

GPC reduced the agency’s two-page mission statement to an emotional two-sentence statement ([The organization], is an international development agency that promotes the right of every woman, man and child to enjoy a life of health and equal opportunity. [The organization] supports countries in using population data for policies and programs to reduce poverty and to ensure that every pregnancy is wanted, every birth is safe, every young person is free of HIV/AIDS, and every girl and woman is treated with dignity and respect.) and created a tag line that is pithy (“Because everyone counts“), which was embraced unanimously.

The Executive Director, and UN Deputy Secretary-General said, “Your wonderful work has helped us to move forward. Thank you.”

The Chief of Media Services said, “I really, really appreciate the way you have continued to express your commitment to us and the INCREDIBLE job you did for us. You helped us achieve something we have struggled to do for years. I hear nothing but praise and enthusiasm about our new mission statement – it is so easy to use, and we use it all the time. It has provided us with exactly those simple, easy-to-say phrases we so badly needed. There will be more opportunities for us to work together. The experience has been so positive that I would very much like to engage you again.”

What Our Clients Say

I overcame fears of getting a call from the media; learned important tools on how to be prepared to deal with the media; learned ways on how to effectively communicate the important work that UNICEF does in saving and protecting the lives of children. Ginny is dynamic and convincing. The materials provided are very useful to take home and to continue the learning process for myself and for my colleagues.