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ONE VOICE Every year more than 100,000 AFS students, volunteers, Returnees, hosting and sending families, schools, AFS Partner staff and supporters in more than 80 countries and territories join what they call “the experience of a lifetime.” We call it AFS Intercultural Programs. In 2007, we surveyed these AFS stakeholders and we asked them, “are we doing a good job?” The response from the 83 percent of survey respondents was “Yes!” But how does AFS ensure that we continue to be supportive, trustworthy and inspiring all around the world? How do we continue to provide the best possible personal growth experiences? How do we speak with one voice and have an AFS that is recognized globally for its unique brand of intercultural educational exchange programs? To answer this question, Partner representatives, board members and volunteers from AFS organizations around the world gathered in early March of 2008 with AFS Intercultural Programs staff and branding experts at the AFS Global Branding Seminar held in Las Vegas, Nevada, USA. Focusing on what was essential about AFS, their time together was used to develop a draft statement of the AFS Global Brand Platform reflecting AFS’s promise to its stakeholders, naming the recognizable attributes of the AFS brand, and pinpointing the location of AFS within the competitive landscape. The AFS Global Branding Seminar was both an opportunity for participants to be educated about global branding, and an opportunity for AFS leaders to discuss their perceptions and experiences with branding experts from around the world in a facilitated exploration. The AFS Brand Platform was the major output of these discussions. 8
BRAND PROMISE AFS intercultural exchange and learning programs provide people with personal growth experiences that will continue for their lifetimes. Through the support of a trusted network of families, educators, volunteers, staff and students, AFS helps to build a global community based on intercultural connections that positively affect the world. BRAND POSITIONING Intercultural learning experiences supported by local volunteers that change people’s lives and connect them to a worldwide community. BRAND ATTRIBUTES 9
Page 1 and 2: CONNECTING LIVES, SHARING CULTURES
Page 3 and 4: MESSAGE FROM THE CHAIR AND THE PRES
Page 5 and 6: We pursue our mission by providing
Page 7: MOZAMBIQUE One of the strategic goa
Page 11 and 12: JOIN US IN CONNECTING LIVES, SHARIN
Page 13 and 14: Ruth Pearce Ambassador of Australia
Page 15 and 16: LIFE TRUSTEES, MANAGEMENT COUNCIL,
Page 17 and 18: 2008 AFS FINANCES, PROGRAMS AND AFF
Page 19 and 20: Brazil AFS Germany: Helga von Hoffm
Page 21 and 22: Guatemala Mr. Danilo Vasquez Desarr
Page 23 and 24: Office of the President of the Repu
Page 25 and 26: Jonathan Shakes Kathryn G. Sharber
Page 27 and 28: Norway AFS Norge Internasjonal Utve

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