CAC BRAND BLUEPRINT

2014/2016
BRAND BLUEPRINT
Coaches Across Continents
GLOBAL LEADERS IN SPORT FOR SOCIAL IMPACT

This blueprint sets the foundation for the Coaches Across Continents brand strategy. It reflects the
position, promise and personality that we want to project to our on-field and off-field partners,
our volunteers and funders, the tens of thousands of coaches and community leaders and the
hundreds of thousands of young people we connect with in our work. It also provides us with
the clarity of purpose to realize our vision.

VISION
THE FUTURE WE SEE FOR SPORT FOR SOCIAL IMPACT
We envision the day when all governments, municipalities,
schools and communities have the skills to use sport as a
social impact tool and make the choice to do so.

MISSION
WHAT WE DO EVERY DAY TO GET THERE
We enable communities to create lasting
social change through sport.

OBJECTIVE
THE AMBITION THAT DRIVES US
To be positioned as global leaders in
the sport for social impact movement.

BELIEFS
WHAT INSPIRES US THE MOST
• The capacity of communities to change
• The need to question tradition, religion and culture
• The opportunity for women to be treated as equals in sport and society
• The unifying nature of soccer
• The chance for children to laugh
• The ability for individuals, groups and communities to choose their future

PRINCIPLES
SELF-DIRECTED LEARNING IS THE FOUNDATION OF OUR WORK
Self-directed learners possess attitudes such as independence of
mind, confidence in their own judgement, a sense of self-esteem
leading to self-actualization and the ability to cooperate and
collaborate with others. They are independent thinkers who can
define and solve problems, reason logically, engage in the imaginative
projection of their own ideas and set goals and strategies
to achieve them. They reflect upon experience and learn from it.

RESULTS
20
51
136
2,152
171,785
Countries
Implementing Community
Partner Programs
Member Partner Programs
Community Coaches
Children impacted
These are official 2013 metrics

KEY RELATIONSHIPS
On-field
To the countries we work in we are a vital support system to those
who are committed to using sport for social impact.
To our implementing community partners we provide an adaptable
program based on self-directed learning.
To our community coaches we are educators who enable others to
create sustainability.
To the children we impact we provide a safe space to laugh, learn
and make choices.
Off-field
To our corporate partners we are change agents with the power to
connect, engage and unite corporations, communities and individuals.
To our staff and volunteers we provide the opportunity to live out
a dream to combine soccer, travel and meaningful social change.

APPROACH
We’re a team.
We build strong, collaborative partnerships with reputable,
committed local organizations.
We coach.
We build lasting capacity by educating local leaders to deliver
our proven curriculum, and support them as their skills grow.
In turn, these local trainers have a positive, cascading impact in
their communities.
We adapt.
Our people and programs are 100% adaptable. We are constantly
modifying our tools and supports to fit the unique and emerging
needs of each community we visit.
We measure.
We monitor and evaluate every single thing we do, and
continuously improve our programs and systems.

PERSONALITY
THE CHARACTER THAT DEFINES OUR CULTURE
We are visionary, adaptable, resourceful,
collaborative and fun — very, very fun.

PROMISE
WHAT PEOPLE COUNT ON FROM US
We use soccer to leave a legacy of leadership,
empowerment and choice that is bigger than
the game itself. (Yes — it’s that big!)

POSITIONING
HOW WE TELL OUR STORY IN 30 SECONDS (OR LESS)
Coaches Across Continents is a global leader in the sport for social
impact movement. We partner with local organizations to implement
our award-winning 'Hat-Trick Initiative' that focuses on local social
issues such as: female empowerment, including gender equity;
conflict resolution, including social inclusion; health and wellness,
including HIV behavior change; and other life skills. Our key to success
is a unique self-directed learning model that is based on our 'Chance
to Choice' curriculum. In 2013, we worked in 20 countries with 51
implementing community partner programs. Overall, we educated
2,152 community coaches who impacted a further 171,785 young people.

VISUAL IDENTITY
GLOBAL LEADERS IN
SPORT FOR SOCIAL I MPACT

Real change happens on-field.

Social game changers.
GLOBAL LEADERS IN
SPORT FOR SOCIAL I MPACT

Life skills
for a better world.
GLOBAL LEADERS IN
SPORT FOR SOCIAL I MPACT

Female empowerment
for equal societies.
GLOBAL LEADERS IN
SPORT FOR SOCIAL I MPACT

Conflict resolution
for peaceful decisions.
GLOBAL LEADERS IN
SPORT FOR SOCIAL I MPACT

Health and wellness
for educated communities.
GLOBAL LEADERS IN
SPORT FOR SOCIAL I MPACT