from johnson banks Thought for the Week

In 2004, a project by Landor in the USA opened many eyes to a new way of communicating when the impossibly acronymed YWCA (Young Women’s Christian Association) adopted a new strapline: ‘eliminating racism, empowering women’. No big surprise there, but the breakthrough was its scale – three times the size of YWCA and above it, not below.


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