Our Vision
All children in poverty thriving toward their God-given potential.
Our
Brand
Brand Promise
We promise to know our neighbours deeply, love them sacrificially, and connect them meaningfully to God and each other on behalf of children in need.
Known
Growing understanding, trust, and relationship with the whole person including his or her unique needs and wants.
Loved
Demonstrating empathy and care by building people up, showing appreciation and supporting them unconditionally.
Connected
Creating belonging and camaraderie through inviting people in and giving them a purpose.
Known, Loved, Connected (KLC) is how neighbours feel when they interact with Compassion.
Brand Transformation
A move of compassion ignited in one man’s heart on the streets of Korea in the 1950s. Since then, it’s spread across the globe and grown into a network of 8,000+ local church partners and 40 countries united in mission to release children from poverty in Jesus’ name.
Transformation is a central theme of Compassion’s story, as we join God to see the lives of children, families and communities changed. Through all the growth, one thing remains unchanged: our unwavering commitment to follow Jesus, partner with the global church and advocate for children and youth living in poverty.
Our brand platform, move with compassion, reflects this commitment because it is the heart of who we are as a movement. At the core of our brand is a neighbour-centric mindset, our pathway to even greater growth and impact.
A neighbour-centric mindset changes our posture toward the groups of people God puts in our path to serve: children and youth in poverty, our local church partners, our supporters and our workforce.
As we know, love and connect with our neighbours, we help to activate their callings and ministries. This focus on others is rooted in the truth that it is God who releases children from poverty, not us.
And that’s what makes this approach so transformational. It moves us away from transactional relationships and toward neighbour-centered transformation. It’s a move of compassion that helps to unleash our neighbours’ passion and gifts however God leads them to use their time, talent and resources.
Neighbour-centric Brand Transformation
Brand Message
Our brand message move with compassion is a global messaging framework that ensures consistent, unified communications with all the neighbours we serve. It’s an invitation to join our mission to see need, feel compassion and move meaningfully to release children from poverty in Jesus’ name.
You’ll notice that compassion is not capitalized in move with compassion because compassion is not a title (it does not indicate Compassion International), but a shared idea that defines how we “move” together as the people of God.
Jesus defined compassion with the story of the Good Samaritan: “Then a despised Samaritan came along, and when he saw the man, he felt compassion for him. Going over to him, the Samaritan soothed his wounds with olive oil and wine and bandaged them.” (Luke 10:33-34a, NLT)
Move with compassion invites our neighbours to become people who act in love and move to help children in need— just as the Good Samaritan moved toward the injured man, just as Jesus moved toward us.
Movement Stages
Move with compassion requires transformation from the inside out, in which all neighbours:
- SEE the need for compassion in the world around them.
- FEEL compassion toward those around them in a shared human experience.
- MOVE with compassion in the way of Jesus so that families, churches and communities can be transformed.
Movement History
This move of compassion is modeled in Compassion’s origin story. In 1952, Everett Swanson witnessed the profound suffering of orphaned children on the streets of Korea. He was overwhelmed by their need and filled with compassion for them.
On the long journey home, one question burned in his mind: “What are you going to do?” Everett Swanson answered this call from God by launching a ministry to share hope, spread the Gospel and serve the world’s most vulnerable children.
Today, we live in the legacy of Everett Swanson’s decision to listen and respond to God’s prompting to move with compassion .
Brand Purpose
We inspire and enable our neighbours to move with compassion.
Brand
Story
Jesus defined compassion with a story.He gave two simple commands: love God and love your neighbour as yourself.
The Pharisees immediately followed with a question: “Who is my neighbour?”
The neighbour, Jesus explained, was the injured man the Good Samaritan encountered on the side of the road. This man was vulnerable and marginalized, neither friend nor ally. And yet the Good Samaritan saw his neighbour, felt compassion and moved with compassion.
This is our call as the people of God – to enter a compassionate way of living. To not only see suffering and feel sympathy but become love in action. Jesus’ love and compassion shows us that although no one is exempt from pain, we can all be practitioners of restoration. This practice transforms us from the inside out and invites us into a new way of living.
Because we are seen, known and loved by God, we are connected to one another, and we are unified in a shared human experience – a move of compassion. This disrupts poverty, overturns apathy and carries us into a story greater than our own.
We are good neighbours in Jesus’ name because we were the ones once injured and hopeless on the side of the road, and Jesus moved toward us.
Brand
Persona
The Good Neighbour
The Good Neighbour inspires and enables neighbours to move with compassion and has a set of human characteristics – a personality, a tone of voice and a visual appearance. The Good Neighbour persona is based on the foundational Scripture of Luke 10:33-35 – the story of the Good Samaritan.
Brand Personality
The Good Neighbour has a set of human characteristics – a personality that’s expressed through tone of voice and visual appearance.
The Good Neighbour is attentive
gives attention that is observant, thoughtful and considerate to neighbours.
The Good Neighbour is compassionate
sees suffering and has a desire to act, move and suffer alongside.
The Good Neighbour is courageous
has strength to venture, persevere and withstand danger, fear or difficulty and choose to take action.
Brand Voice
We create a perception and impression with the voice of our brand. Our voice becomes a global connector across emails, blogs, website copy, social media and internal communications.
The Good Neighbour is clear and speaks with simplicity.
- Communicates with clarity and precision so that neighbours feel represented, understood and empowered with information.
- Does not exaggerate, overpromise, manipulate.
The Good Neighbour is warm and speaks with sincerity.
- Communicates in a conversational way— like a human, not a robot.
- Doesn’t hide behind formality.
- Shows emotion and empathy where appropriate.
The Good Neighbour is confident and speaks with conviction.
- Emphasizes hope and impact.
- Relays the urgency of the mission.
- Communicates with language that is motivating and empowering.
Visual Identity
We create a perception and impression with the visible elements of our brand. Our Visual Identity System becomes a global connector across our logo, typography, palette, images, videos and visual storytelling.
The Good Neighbour is G-local.
- Thinks globally and acts locally.
- Visual identity is informed by local neighbourhoods – with consideration of cultural difference and developed and distributed globally.
The Good Neighbour is human.
- Conveys a human experience, not a corporate or organizational experience.
The Good Neighbour is simple.
- Cohesive, memorable and easy to understand.