CARE emphasises partnership in launching new brand

CARE International on Friday launched its new global brand in the East and Central Africa region, emphasising the importance of its partnership with local actors in tackling poverty and social injustice. "The new brand signifies how we intend to work with others throughout the region and throughout the world," John Mitchell, CARE Regional Director for East and Central Africa, told IRIN. CARE's new vision places at the core of its work the goal of "a world of hope, tolerance and social justice where poverty has been overcome and people live in dignity and security," the nongovernmental organisation said in a statement. A new CARE logo has also been launched with the brand to reflect how CARE aims to work with communities, governments, donors and businesses, and to be a "partner of choice" in worldwide efforts to end poverty, it added. For many years, CARE International used the same square logo, symbolising millions of relief packages sent to destitute people in Europe and Asia after World War II. In 2001, CARE's programmes in East and Central Africa totalled some US $54 million, reaching some 3.8 million people. "Now, we are joining hands to end poverty," the agency stated.