The Jane Goodall Institute

TheOne Problem

CHIMPS

ENDANGEREDSPECIES

ANIMALS

DISADVANTAGED PEOPLE

PEOPLE

ENVIRONMENT

Social Hierarchy of Importance

Animals

Environment

People

Coexistence Movement

Animals

Environment

People

Peace Charity

Coexistence

?Potential Target?

Coexistence Movement

Animals

Environment

People

Older moms35 -54 age

high disposable income

The task at hand:“broaden consumer sets”

Rollout Plan

Who will our message resonate with?

Phase 1

The Sustainable

Mindset

People have the power to bring positive change to the world.

18-75 The

Sustainable Mindset

70 million people

Rollout Plan

Phase 2

spread the word

create brand advocatesWho will our message resonate with?

Phase 1

Acquire The

Sustainable Mindset

A

A

B

THE JANE GOODALL INSTITUTE

ROOTS & SHOOTS

JANE GOODALL’S GOOD FOR ALL

JANE GOODALL

Brand Architecture


ROOTS & SHOOTS


JANE GOODALL

Jane Goodall: the Woman

Values: Caring, Inspiration, Coexistence, Dedication

Positioning:

Good for All. Good for People, Good for Animals, and Good for their Natural Environments.

Jane Goodall is the leader of the coexistence movement; supporting the sustainable interlocking of people, animals and their natural environments around the world.

Brand Mantra:


ROOTS & SHOOTS


JANE GOODALL

The Jane Goodall Institute

Values:

Research, Responsibility, Consideration, Conservation

The Jane Goodall Institute is a global non- governmental organization that believes preserving and promoting the interlocking coexistence between people, animals, and their natural environments is good for all.

Positioning:


ROOTS & SHOOTS


JANE GOODALL

Roots & Shoots

Values: Motivation, Education, Empowerment, Social Activism, Community

Bringing together each of the elements of coexistence; People, Animals, and the Environment; to make a sustainable difference in local communities.

Message:

Every unique ecosystem faces unique challenges, and by empowering the youngest members of our communities, Roots & Shoots helps to instill a sense of urgency to respect the importance of coexistence now and in the future.

Roots & Shoots empowers local communities to bring together each of the elements of coexistence in their communities; people, animals, and the environment; to make a sustainable difference now and in the future.

Positioning:


ROOTS & SHOOTS


JANE GOODALL

Jane Goodall’s Good for AllJane Goodall’s Good For All believes that preserving and promoting the interrelationship between people, animals, and their natural environments is good for all. By promoting products that are cultivated by local communities who are committed to protecting and sharing those communities with indigenous wildlife, Good for All promotes a coexistent lifestyle to many different types of consumers through an array of sustainable products.

Values: Committed, Sustainable, Coexistence

Jane Goodall’s Good For All enables an interlocking, coexistent global community through the production and sale of fair trade products.

Positioning:

So how do I participate in the coexistence movement?

How to participate in the

coexistence movement

digitalpropaganda

jane goodall’s

good for allmerchandise

Donate tothe janegoodallinstitute

become a movement

ambassador

Jane Goodall’sGood For Allmerchandise

PRODUCTS

PACKAGING

PARTNERSHIPS

fair trade

merchandising tactic:

good for all

merchandising strategy:

We want to become the known fair trade brand.

Fair trade benefits our Good For All message...

it’s an interlocking way of life

Endangered Asian Elephant

Working in the rice fields

Rice produced

Jane Goodall Alter Eco fair trade rice

In Thailand:

In The Phillipines:

Endangered Calamian Deer

Harvesting Sugar Cane

Sugar Produced

Jane Goodall Alter Eco fair trade sugar

Current merchandise


PRODUCTS

PACKAGING

PARTNERSHIPS

Tonedown-to-earth smartsimplicityconviction

Requirements

Brand color palette

Jane Goodall

is Good For All.

The Badge

Org

an

ic M

ilk C

ho

co

late

Org

an

ic M

ilk C

ho

co

late

Org

an

ic M

ilk C

ho

co

late

Actually, this chocolate is good for all. 100% of the proceeds go towards the Jane Goodall Institute, which helps people, animals and their environments coexist together to save planet earth. Seems like a good investment for a

chocolate bar? We think so.

THIS CHOCOLATE IS GOOD FOR YOU.

Org

an

ic M

ilk C

ho

co

late

O

Org

an

ic M

ilk C

ho

co

late

Org

an

ic M

ilk C

ho

co

late

Tanzanian Gombe Reserve

Coffee

Tanzanian Gombe


PRODUCTS

PACKAGING

PARTNERSHIPS

Potential Fair Trade Partners



digitalpropaganda

jane goodall’s



Become aMovement

AMbassador

Colleagues &business circleSocial CirclesSchools &

Universities

Spread the ‘Coexistence movement’

Student Parents Employee

Movement Ambassador



digitalpropaganda

jane goodall’s


volunteerwith

Roots &Shoots


Digital Propaganda

photoessays

Mash-ups

websiteredesign

ireport

youtube

themovement

kitdigital pr

“Wildlife”- Chimps- Other animals- Other animals- Etc.

“Wildlife”

Subscribe to RSS FeedSpread the Movement

Home | News | About Jane | WIldlife Central | Africa Program | Research | Start Shopping | Ways to Give

THE JANE GOODALL

INSTITUTE

ROOTS & SHOOTS


JANE GOODALL

Subscribe to RSS Feed

GOOD FOR ALLGOOD FOR ALL

Spread the Movement

Home | News | About Jane | WIldlife Central | Africa Program | Research | Start Shopping | Ways to Give

THE JANE GOODALL

INSTITUTE

ROOTS & SHOOTS


JANE GOODALL

My Personal Blog

Photo Essay

My Personal Blog

Photo Essay

The Jane Goodall Institute Roots & Shoots Jane Goodall’s Good for all

Wildlife | Ecosystem | Community | Ambassadors

3120 Dedicated Ambassadors

Roots & ShootsAmbassador

Grace ChangOrange County, CA

Get in Touch




Good for AllAmbassador

John SmithRichmond, VA

Get in Touch







1CHIMPS PROTECTEDIN GOMBE by

Particia WalterCA

Get in Touch

CHIMPS PROTECTEDIN GOMBE by

Karen ThomasLondon

3

Digital Propaganda

photoessays

Mashups

websiteredesign

ireport

youtube

digital prthe

movementkit

Grassroots JGI project brings light to DRC village

.com

My Personal Blog

My Personal Blog

I believe incoexistenceofPeopleEnvironment&

AnimalsJoinJane

Goodall’s

Coexistencemovement

visitwww.janegoodall.org

be a part of the Coexistence movementvisit www.janegoodall.org &

make a difference

Logo Coexistence Kit Photo & Video Spread the word

Jane Goodall Banners & Badgesfor personal blogs &

web profiles

Send free e-card

Print ‘Coexistence’Stickers / bumper stickers

Send Email invites to friends & families

JG’s Photo Essayfor personal blogs &

web profiles

Download everything you need to spread the movement

-Editable Posters & Print- Images- Email & Web News Letter- Information Sheets

JGI

Roots & Shoots

“Good for all”

Download Now

The Movement Kit

One Final Thought

One Final Thought

Documents

The Jane Goodall Institute