Badisa 21 Milestones
Milestone 4: Badisa Celebrates a Decade of Impacting Lives for Good
Badisa celebrates its 21st anniversary this year, and every week we introduce a milestone in the run-up to the Annual General Meeting taking place in September. The year 2013 marked a significant highlight for Badisa. Not only did the organisation celebrate its 10th anniversary, signifying a decade of making a positive difference in the lives of South Africa’s most vulnerable people, but they also introduced a refreshed brand identity and launched a new campaign.
Badisa Celebrates 10 Years
On its 10th anniversary, Badisa reported that services were rendered to 163 programs, of which crèches grew the most – from eight programs in 2003 to 20 in 2013, excluding the pre-school home-based programs rendered by 50 day care mothers.
New Logo
When Badisa was established in 2003, a new brand was developed which was mainly used at the Badisa Management Programme. Many Badisa programmes had their own strong brands that were established over many years, while other programmes were developing theirs as part of their marketing and fundraising strategies. In 2012 a new Badisa brand architecture was introduced which endorsed the established individual brands or created sub-brands for programmes that had no branding.
The symbolism behind the lines used in the new logo includes the following:
- The two organisations that merged to form Badisa
- A figure symbolising Badisa’s meaning: we serve people and exist to make a difference in the lives of others
- Movement and change, progress and improvement
- A cross indicating Badisa’s Christian foundation
One More Campaign
The “One More” concept and song was the brainchild of well-loved South African artist, Annalize Wiid. She was passionate about Badisa and its people and wanted to use her talents to promote the organisation.
The campaign asked individuals, companies, families, churches and other groups to commit to the “One More” approach – to do for one that you wish you could do for many others. With the help of sponsors and supporters, Badisa was able to provide vulnerable people who have almost lost hope with just one more option, which had the potential to change their lives.
The slogan used during the campaign described the “one more” as:
One more family to feed.
One more person to turn away from drugs or prostitution.
One more frail, older person to be cared for.
One more child to be protected.
Says Annemarie Bezuidenhout, Director of Marketing, Communication and Fundraising at Badisa, “Over the years we have used this concept as the basis for several fundraising and marketing events such as our debit order campaign, golf days and charity dinners. Annalize passed away in 2018 and in 2019 we refreshed the campaign and continued to use it for a year or two, but it no longer had the same impact and as a result, new concepts were developed.”