Agape Brand Awareness Campaign
Known primarily in church-related circles for its work in the areas of adoption and foster care, Agape Child & Family Services has grown in recent years to include adoption support and counseling services, along with community efforts helping at-risk neighborhoods create a more nurturing environment for children and families. After 40 years of low-profile service to children and families in need, Agape realized they needed brand awareness in order to extend their efforts from 10,000 individuals per year to a stated goal of 50,000 per year. "It was the perfect time to communicate our focus to the public," said David Jordan, Agape executive director, "to let them know who Agape is and how they can get involved."
"How Memphis says love" is the campaign developed to introduce Agape and create name recognition, help establish credibility for the brand and define the word "agape" — even teaching its pronunciation to those unfamiliar with this Classical Greek word for "love" — and draw associations between the word and the organization. Like many cities across the nation, Memphis and the Mid-South are faced with seemingly insurmountable challenges such as teenage pregnancy, infant mortality, poverty, homelessness and poor educational performance. The intent of "How Memphis says love" is to shine a light on Agape as a conduit for tackling the city's problems with agape love, the highest form of love, the love of God for mankind.