NABS – the support organisation for the media and advertising industry – reveals a new brand identity, the first significant change for 14 years, on 2nd October. Devised by Fold7, NABS’ creative agency, the branding includes a new logo and tagline: ‘How’s Work?’ The tagline invites everyone working in adland to open a conversation with the industry charity; and reflects NABS’ mission to support, improve and champion the wellbeing of employees and employers.
NABS president, Karen Blackett OBE, said: “Through two simple words: ‘How’s Work?’ NABS challenges us all to reflect on the direction in which we are going. Whatever the answer to the question, their focus on building resilience and confidence, career guidance and advice, and heartfelt support can help us all stay on course. This new branding is a timely reminder that NABS are needed in today’s world of work more than ever.”
In the first half of 2017, NABS reports emotional support is now the main reason people contact them through the Advice Line; with more than a quarter (28%) of their 1,400 calls being around mental ill-health, anxiety and depression, 25% calling with requests for financial assistance and 16% of calls from people facing redundancy.
The new identity is unveiled as part of NABS’ new Ambassador’s campaign also launching on 2nd October. The recruitment campaign highlights industry issues on topics such as stress and resilience. The headline ‘Who Cares?’ challenges those who care about their colleagues to step up and become a NABS Ambassadors, to champion industry issues around work and to represent their community.
Diana Tickell, NABS CEO, said: “Our ‘Who Cares?’ campaign aimed at recruiting the next generation of NABS Ambassadors aims to bring to light important issues facing our industry and to provoke a response from those who want to address issues around workplace wellbeing. We want to find the people in our industry who share our ambitions of creating a happier, healthier more productive workforce and want to play an active role in improving work life for them, their colleagues and the industry at large.”
On the Ambassador’s Programme, Simon Daglish, NABS chairman, said: “I look forward to seeing how this group of future leaders come together to affect change throughout our industry. This generation of NABS Ambassadors may well include the future Dame Cilla Snowball, Sir John Hegarty or Carolyn McCall.”
Marc Nohr, Fold7 CEO said: “The new NABS brand is designed to spark honest and helpful conversations within the advertising industry. Opening up about how we can all be better supported at work is fundamental to cultivating a healthy industry culture, and it’s a process which Fold7 is honoured to be a part of.”