As organisations of and for persons with disabilities (OPDs), we are often so busy working on advocacy and solving individual cases, that we rarely get the chance to do the long-term impact strategy work. This is not an ideal situation, but it is the reality in many countries, and indeed, in most of the central and Eastern European countries with whom the European Disability Forum (EDF) works. Although there are exceptions, most OPDs do not have staff specifically allocated to communications work, or there is staff with very little training and experience in communications.
Blog post written by Stanislav Sokol (Project Manager for Slovak Disability Council and Slovak Blind and Partially Sighted Union) and Phillipa Tucker (EDF)
Evaluating, analysing, improving: a step towards the future
The Ascend project (funded by Citi Foundation and done in partnership with the national umbrella OPDs in Bulgaria, Czech Republic, Hungary, Romania, and Slovakia[1]) aims to make some changes in this area. One of the objectives of the project is to support country teams in building their own communications portfolio.
Each country has chosen to implement its work differently, but one chose to take this opportunity to rebrand its organisation. The Slovak Disability Council, or in Slovak “Narodna rada obcanov so zdravotnym postihnutim v SR (NROZP)”, has taken a bold and important step to create a new brand to carry them forward into the future.
Beginning with an audit of their existing communications, the team evaluated their own performance in communications until now. Challenges, errors and shortfalls were all identified. The conclusion was that instead of repairing existing communications channels, a whole fresh and exciting approach should be taken. The funding provided by Citi Foundation, through EDF, allowed for this to happen.
A new branding inspired by the Slovak disability community
The team then worked closely with graphic designer Svetozar Somsak. Unpacking and understanding the past work of NROZP, and what needed to be achieved in the future was part of the process. Hours were spent discussing what kind of fundamental messaging the new branding should be sending stakeholders. Discussions over colours, shapes, and so many options on what needed to be transmitted to the various audiences took place.
At the end the new logo and branding was decided on. NROZP now has detailed branding guidelines consisting of 40 pages full of graphics, texts and messages related to the unique and powerful story of NROZP alone. This not only inspires the audience that will engage with the new communications but inspires the NROZP team itself.
A word from the Slovak Disability Council
Due to our low personal capacity we have to prefer working on urgent and actual problems, such as advocacy of rights of persons with disabilities, influencing creation of legislation and counselling. There had been nearly no space to work on long term strategy, presentation of our work and improving support and awareness of general public before the Ascend project started. This situation has significantly decreased efficiency of our work and the change has been inevitable, in particular in the field of communications. Therefore, we highly appreciate the great opportunity of the Ascend project offered by the City Foundation and EDF. I am sure that present intensive work on the project and results received so far will open a new history of our organization and specifically more efficient help to people with disabilities.
– said Branislav Mamojka, NROZP President.
At the beginning it was really unclear for me how the result of our efforts and “message hunting” could look like. But we had a great and experienced guide, namely our graphic designer Svetozar. The result is absolutely surprising for me – how smartly this clear graphics hold and represent our work and vision.
– expressed Stanislav Sokol, the Ascend’s project manager, his thoughts.
The new approach to our work and its presenting in public has been a critical issue for several years. A small number of employees and load of work of our volunteers is no longer sustainable. That is why we very welcomed the opportunity to join the Ascend project. Each member of the team is eager to work. We all know it will be easier for us all to work in a more sustainable way. We hope our organization will be fresher and more resilient.
– said Michaela Hajdukova, the NROZP project manager, on Ascend project’s great benefits.
A word from the European Disability Forum
EDF has been very impressed and excited about how the NROZP has taken up this opportunity offered by CITI Foundation. In an area where communication plays an increasingly important role, effective branding is essential for strong work relationships with donors, governments and other civil society organizations. Congratulations to the NROZP for this innovative move!
– said Marion Steff from the EDF office.
Who is who in the project team?
On the picture, from top left:
- Branislav Mamojka, NROZP President, responsible for the most important decisions and everything needed. Branislav is also President of the Slovak Blind and Partially Sighted Union.
- Peter Teplicky, our IT expert, works on web site and IT tools development/ implementation, audits, works in close collaboration with our external graphic designer.
- Jan Fukas, project account clerk who does financial part of the project.
- Michaela Hajdukova – translations, web content filling, project support, and
- Stanislav Sokol, responsible for management of this great group of people, management of the Facebook page and project’s Youth section.
[1] In Slovakia, the Slovak Disability Council (NROZP) is the umbrella organisation representing organisations of persons with Disabilities in Slovakia and defends the rights and interests of persons with disabilities.