The Values Added Initiative

Canada’s voluntary sector encompasses a network of 161,000 charitable and non-profit organizations, 2 million paid employees, and nearly 12 million volunteers. While these organizations provide diverse services and tackle a range of issues, their purpose is the same—to make a difference.

The Values Added Initiative is a national awareness campaign that informs and educates the public about the voluntary sector’s significant contribution to the quality of life Canadians enjoy. Supported by the federal government, the Initiative is led by seven organizations representing the non-profit sector.

gordongroup’s strategic communications advisors and creative team crafted a memorable brand for this campaign and applied it to a range of products, including a visual identity, a User Guide (to encourage participation among non-profit organizations), posters, a Web site, Web banner ads, and PowerPoint presentations.