For 25 years, Saint Louis Effort for AIDS has provided preventative care and case management services to the St. Louis community. Turnover in leadership and an uncertain organizational structure prevented EFA from putting needed energy into marketing for years. With solid leadership now in place, EFA wanted to re-introduce itself to the community.
To develop their new tagline, we facilitated a brainstorm at EFA’s annual board retreat, getting input from staff and board on how to position the organization in the community. Through a series of exercises, we explored what made EFA different from other organizations, and from that, what words and phrases were the most emotionally appealing. Based on that input, we developed taglines, and worked with EFA staff to refine ideas and make a final selection. The new tagline – “Education, testing and support for life” – highlights the services EFA provides and the organization's commitment to changing lives.