Mercy Corps rebrands as Prosper Global

The campaign focuses on the ambitions and resilience of people and communities facing conflict, climate-related challenges and economic hardship.

Prosper Global, the organization formerly known as Mercy Corps, has launched a new brand identity and awareness campaign developed by M+C Saatchi North America as international aid funding faces increasing pressure.

The Never Settle for Survival campaign aims to shift perceptions of humanitarian aid by arguing that meeting immediate survival needs should be a starting point rather than the ultimate goal.

Prosper Global launches humanitarian aid campaign

The campaign debuted with a 30-second hero film featuring people and communities working to build their futures despite challenging circumstances. The work will run across digital advertising, social media and out-of-home channels, alongside activity with creators working across sustainability, innovation, health, culture and community-building.

The campaign was developed across the M+C Saatchi North America network, including SS+K, Consulting and Performance. Its creative approach places community stories and perspectives at the centre rather than presenting the organization as speaking on their behalf.

M+C Saatchi puts community ambition at campaign centre

Giselle Benatar, Vice President of Marketing, Prosper Global: "Humanitarian organizations understandably spend a lot of time communicating urgency and need. With 'Never Settle for Survival,' we wanted to start somewhere different: with people's ambition," "'Never Settle for Survival' looks beyond the crisis and focuses on what people and communities are already building, rather than defining them by the crises they face. It invites people who share our belief that barely enough is not enough for anyone to join us in building a future where people everywhere can prosper and no one is left behind."

The campaign accompanies research from Prosper Global’s Voices of Prosperity Initiative, which surveyed more than 1,100 community members across six countries where the organization operates. The research examined how people define prosperity beyond immediate material needs.

Prosperity research informs new humanitarian campaign

In five of the six countries surveyed, fewer than 10 percent of respondents associated prosperity with material wealth. Respondents instead highlighted factors including safety, community and the ability to plan for the future.

The research also identified aspirations such as educating children, growing businesses and having greater choice over what comes next. These findings underpin the campaign’s focus on longer-term aspirations alongside immediate humanitarian needs.

Prosper Global introduces new brand positioning

Kevin Skobac, Managing Director, Strategy, SS+K: "Prosper Global is a rare organization that dares to take on the status quo at a time when the world's biggest problems are only growing," "'Never Settle for Survival' captures the spirit and ambition of people around the world taking charge of their own stories."

www.prosperglobal.org

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