our brand promise

As a leader in the prevention and treatment of child abuse, Casa de los Niños

is a voice for:

• Children and their families

• Advocacy for vital social services

• Change — ending the cycle of child abuse and neglect

our mission

Current:

Casa de los Niños seeks to prevent child abuse and neglect by offering

services that promote child safety and family stability

Proposed:

Casa de los Niños promotes child well-being and family stability in our

community through the prevention and treatment of child abuse and

neglect.

elements of the brand image

“Changing Lives for Generations”

This phrase reflects:

• The impact we have had on children and families over the past 40 years

• Our long-term goal of ending the cycle of generation-to-generation

abuse and neglect

Visuals: Large, compelling images of children and families

elements of the brand image

Logo and colors: Cheerful orange or turquoise and blue with our name as

prominent as the image

elements of the brand image

Color palette: Cheerful orange, green, turquoise and blue

elements of the brand image

Overall image:

Optimistic and purposeful; focused on

children and families; here to help create a

brighter future for individuals and our

community.

elements of the brand image

key message: the situation

• Abuse and neglect affects all aspects of an individual’s life, and the

effects last a lifetime.

• Those who have been abused or neglected often pass on this legacy

to the next generation.

• We all pay for the effects of abuse and neglect in terms of the added

burden on our healthcare, judicial, social service, and welfare systems.

• Prevention and early intervention are key to ending this cycle of abuse

and neglect.

Prevention – educating and supporting parents

• Support for vulnerable first-time mothers and at-risk parents

• Free education to parents, foster parents and the general public

Intervention – there for families and children when problems arise

• Shelter, medical care, and therapy for children in crisis

• Foster parent training and support

• Supervised visits between parents and children

• Services for parents or caregivers involved with CPS

Treatment – restoring health and stability

• Assessment and therapy for young children (birth to 5 years) and

foster children younger than 22 years

• Supervised visits to help parents acquire skills and reunite their family

key message: our approach

• Hosting educational events for parents, professionals and the

general community

• Collaborating with other organizations to create a network of support

• Advocating government funding and support for social services that

improve the lives and children and their families

• Providing assistance to anyone of any social strata who is interested in

building healthy relationships with children

performing our role as a community leader

how can you be a voice for

Casa de los Niños?

we encourage you to…

• Invite a friend or colleague to attend any or all of the “Focus on Families

— a Community Conversation” lecture series events . . . join them and

talk with them at the event.

• Personally invite people to attend a Casa de los Niños event or to tour

the facility.

• Make a presentation to a professional organization to which you belong

(we provide the PSA, PowerPoint, and handouts).

• When told by a friend or colleague, “I don’t know how to thank you,” reply,

“You can support Casa de los Niños! Your donation would make a

difference in the lives of many children and their families.”

you can…• Be passionate and enthusiastic about your connection to Casa de los Niños.

• Explain our role as a voice for children, advocacy, and change.

• Tell others about our mission of promoting healthy children.

• Connect things you see and hear to the work of Casa de los Niños – education, healthcare,

community issues – are all opportunities to talk about Casa de los Niños

• Talk about how we provide three types of services: prevention, intervention,

and treatment to promote healthy families and end abuse and neglect.

• Use our tagline — Changing Lives for Generations — and then have a

conversation about what it means.

• Tell people you are on the board and why you support us.

• Ask people if they know about us and have a conversation about our work