Repositioning The Anne Frank Trust UK

The Anne Frank Trust UK is an education charity with a 25 year history and an amazing story to tell. With the unique right to use Anne Frank’s life and diary to support education programmes to reduce prejudice and discrimination, the charity was aware that its existing messaging was inconsistent. The organisation needed a communications strategy that really summed up it’s unique offer and optimised its relevance to UK and world events.

I developed a detailed insight programme which included interviews and a focus group with staff, perceptions research with external stakeholders and a communications audit ensured that the resulting vision, mission and strategy was evidence-based, and importantly, would support delivery of the Trust’s strategic plan.

The charity’s mission now clearly states its USP, it’s focus on young people as the key beneficiaries for its work and is outcome focussed:

“The Anne Frank Trust UK’s mission is to use Anne Frank’s life and diary to empower young people with the knowledge, skills and confidence to challenge all forms of prejudice and discrimination”

It’s vision, finalised around the time of the terrorist attacks in Paris in November couldn’t really be more relevant to world events:

“The Anne Frank Trust UK’s vision is for a society safe from prejudice and discrimination.”

Client testimonial

I’ve really enjoyed working with this amazing charity – thanks for the lovely testimonial:

“Working with Lara has been a thoroughly enjoyable process. Working to a tight deadline, Lara was able to gather in lots of information, history and emotion, and focus it down to a clear set of messages and communication elements for the charity. All of this on time, with no stress, no fuss. She is professional, insightful and thorough, which she combines with creative and clever thinking. We really value the excellent work she has done with and for us. Thank you Lara.”

Lucy Glennon, Director of Strategy and Policy, The Anne Frank Trust UK

More about The Anne Frank Trust

To find out more about The Anne Frank Trust’s education programmes with young people in schools take a look at this film:

The Anne Frank Trust UK: What we do from Anne Frank Trust on Vimeo.