Action Against Hunger

Words in Action
The Unstoppable Changemaker

Personality
Tone of Voice

We shine a light on what needs to change, then we get to work.

The ones in a hurry to get things done. To make things happen. To build a new world.

Our liveliness gets you going. Our activating energy gets you doing. And our determination keeps you going, for as long as it takes.

We’re here. We’re ready. We’re not giving up. Because nobody needs to die from hunger.

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We show you that wherever and whoever you are, you can help build a better world.
When you’re flagging, we’ll fire you up with our unstoppable energy. We light a spark in the people around us.
We stop life-threatening hunger in its tracks. Join us.

We considered commissioning an agency that only worked with INGOs. That would’ve been the easy thing to do. But we wanted to be challenged. Sonder & Tell met the brief perfectly. Our new tone of voice is lively, activating and determined. It represents who we are and how we want to present ourselves. Our life-saving work changes lives. Now our new brand will show we are unstoppable changemakers.

– Judith Escribano, Assistant Director of Communications

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How can we drastically increase our number of direct supporters over the next five years?

Action Against Hunger’s work is a matter of life and death. And it’s fuelled by supporters. To keep saving lives, they need to increase their supporters. But their message was falling flat. They were lost in the INGO noise.

Our challenge at Sonder & Tell was to give them a new tone that expressed who they really are. One that gets supporters and colleagues fired up. That gets across the urgency of their cause and the impact of their work. That will make them stand out in the noise, and get people rallying around them.

The Approach

We transformed Action Against Hunger’s tone into a tool for change.

A new voice that brings together the energy, action and determination needed to spark, implement and sustain change. One that balances optimism and ambition with rigorous action and grit. That will rally the team internally and bring more and more people on board with Action Against Hunger’s work, so they can save even more lives.

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The Unstoppable Changemaker

We’re energisers, activators, stop-at-nothing-ers.

We shine a light on what needs to change, then we get to work. We’re there every step of the way, right by your side. When you’re flagging, we’ll fire you up with our unstoppable energy. We light a spark in the people around us. The ones in a hurry to get things done. To make things happen. To build a new world.