Share Our Strength Rebrand & Messaging Strategy

Client

Share Our Strength

Location

Washington, D.C.

Year Complete

2024

Website

shareourstrength.org

Industry

Non-Profit

Services

Branding

Strategy

Creative

Rediscovering the Brand Behind the Mission

For more than four decades, Share Our Strength has united individuals, communities, and organizations to fight hunger and poverty. Along the way, one of its initiatives, No Kid Hungry, grew into one of the country's most recognized nonprofit campaigns. Its success was undeniable.

But success created an unexpected challenge. The parent organization had become less visible than the movement it inspired. The answer wasn't to reinvent Share Our Strength. It was to rediscover it.

Everyone Has a Strength to Share

The organization's name became its greatest asset. Share Our Strength isn't simply a title. It's an invitation.

The refreshed messaging centered on the belief that every person has something meaningful to contribute. Whether through advocacy, partnership, philanthropy, volunteering, or lived experience, lasting change happens when individual strengths become collective action.

Tantrum Agency Share Our Strength messaging platform shown through branded campaign photography

Today. Tomorrow. Forever.

Ending hunger isn't accomplished through a single meal or a single campaign. This pillar reinforced the organization's commitment to creating lasting change by balancing immediate action with long-term impact.

A Vision That Continues to Expand

Today, Share Our Strength is extending its impact beyond the United States through the creation of Strength Global, an independent nonprofit focused on ending childhood hunger around the world.

OUR VISION

“We envision an equitable world where all children, families, and communities have what they need to thrive.”

SHARE OUR STRENGTH

It takes more than food to end hunger.

Returning to the Beginning

By reconnecting Share Our Strength with its original purpose, the work created a platform capable of supporting both its established initiatives and the evolving conversations around poverty, racial equity, and community wellbeing. The result was a brand positioned not simply to respond to today's challenges, but to continue leading for decades to come.

One Brand. Four Ways to Tell the Story.

To support the organization's evolving mission, we developed a flexible messaging framework built around four interconnected pillars. Each one addressed a different dimension of Share Our Strength's work while reinforcing the same overarching purpose. Together, they created a system that could inspire action, tell stories, and support the organization's communications for years to come.

Tantrum Agency social media creative for the Share Our Strength rebrand

[ Brand Concept ]

Every organization has a founding story. For Share Our Strength, that story began in 1984 with a response to the famine in Ethiopia.

Tantrum Agency Share Our Strength rebrand displayed through large-scale city advertising

Tantrum Agency Share Our Strength campaign featuring family and community-centered imagery

Looking Forward Through the Past

Founded in response to the Ethiopian famine, Share Our Strength began with a global mission to unite people in the fight against hunger and poverty. By returning to its founding purpose, the refreshed brand created room for the organization's next chapter, one that could once again embrace a broader, global vision.