In 2015, when Save the Children took over coordination of the Hotline component from their former partners in the consortium and applied for INHOPE membership, all strands of the project had different approaches in terms of visual representation, tone of voice and online positioning. Moreover, there were two different websites, none adapted to mobile devices, with outdated visual identity and security frameworks.
Less than a year after the Hotline was taken over and operated by Save the Children, an experienced digital agency was contacted in order to develop a rebranding of the project's components and come up with an integrated identity. The project was transformed into Ora de Net (Internet Class), with esc_ABUZ (escape abuse) Hotline and ctrl_AJUTOR (control help) Helpline, thus ensuring efficient communication to the target audience of the project's purpose, the construction of expressive and easy-to-remember names and logos.
The adapted new identity and strategy allowed for easier public communication of the esc_ABUZ Hotline, for an adapted and mobile-friendly website linking to relevant awareness resources aimed at different target groups, and thus better results in terms of awareness and promotion.
This article was originally published on the INHOPE website and is reproduced here with permission.
Find out more information about the work of the Romanian Safer Internet Centre (SIC) generally, including its awareness raising, helpline, hotline and youth participation services, or find similar information for Safer Internet Centres throughout Europe.