Knowledge Communicators Health research, amplified

Project Highlights

The branding allowed the Network to gain prominence, profile and understanding among its current funders. It also helped attract the attention of other funders who saw it as well-organized, professional and worthy of support.

• Website:
  www.captnetwork.org. A password-protected area of this website also allows researchers in Canada and Africa to interact and collaborate on protocols and other projects remotely.
• One of the Knowledge Communicators team members was able to unveil the branding in person at a gathering of the CAPT Network in Johannesburg, South Africa. She received an ovation from both the African and Canadian researchers in attendance, who said we “got it!”

Background

In an effort to expand HIV clinical trial activities beyond Canada, the Canadian HIV Trials Network and the Canadian International Development Agency developed a new network in partnership with HIV researchers and governments in Uganda and South Africa. The network planned to expand beyond those two countries to other African countries over time.

Approach

The Canadian HIV Trials Network approached us to develop a brand for the Canada-Africa Prevention Trials Network (CAPT Network) and to develop its initial communication tools. Undertaking a culturally-relevant brand was an extreme challenge: not only do Canada and Africa have very different cultures but each African nation also has a culture distinct from one another. Through our research and our interactive “Discovery Sessions,” we were able to identify symbols of unity and action that were common to many African countries. We worked with these symbols to develop a visual brand, a “look and feel,” and a positioning statement that reflected Network members’ mutual priorities: “African led, Canadian enabled.” Our materials included the website, print materials, PowerPoint templates and exhibitory.