The CementBloc Leads Coore Foundation Rebranding: "Girls Right of Way" to Focus on Health and Literacy for Girls in Underserved Communities

Jul 17, 2012, 18:50 ET from The CementBloc

NEW YORK, July 17, 2012 /PRNewswire/ -- The CementBloc, a health and wellness creative agency, has led a major rebranding effort for the Coore Foundation, a 501(c)(3) that develops and implements community-based health and educational programs in underserved communities. Ann-Marie Coore, the foundation's founder and Executive Director, asked the agency's creative partners, Elizabeth Elfenbein and Stephanie Berman, to develop a cohesive brand for her foundation, which includes over half a dozen distinct programs in several different countries, as well as to increase the foundation's online presence and outreach. Ms. Coore's vision for the next phase of her foundation's future included a heightened focus on helping girls, specifically in the areas of self-esteem and HIV awareness and prevention.

Based on Ms. Coore's passion and focus, The CementBloc developed a 360 degree-rebranding effort, bringing all the foundation's components together under the umbrella identity of Girls Right of Way (GROW). The GROW mission is to create health and literacy projects that will increase the overall quality of life for children in at-risk communities around the globe. The focus is on enriching the lives of girls so that they are able to see their worth and lead their peers on a path to self-empowerment.

The centerpiece of the Girls Right of Way rebranding is a new web site The recently launched site showcases the organization's programs, which include peer counseling workshops (collectively known as GROW SISTERHOOD), youth orchestra programs (GROW RHYTHM), reading centers (GROW LITERACY), a shoe donation program (GROW SOLE), and weeklong camps that educate girls and boys on HIV prevention and on building self-esteem (GROW HEALTH). Social media is an integral part of the site, with links to YouTube, Facebook, and Flickr pages allowing visitors to see postings by foundation volunteers, as well as participants and their friends and family.

The CementBloc also developed a Girls Right of Way media campaign that mixes traditional advertising, guerilla tactics, and social media to create a multichannel causal campaign. One example is a GROW SOLE promotional event held this spring as part of New York's 2012 Internet Week. The event documented shoe donations in real time via YouTube videos, Facebook, and Flickr pages, enabling participants to upload photos of the shoes they were donating to GROW SOLE and to encourage others to donate as well.

"The CementBloc is helping us make a meaningful impact on the lives of the children we serve. Their creative vision and commitment is bringing our cause to the forefront and I couldn't be happier with the work," said Ms. Coore. 

The CementBloc is just as enthusiastic. "Partnering with the Coore Foundation on Girls Right of Way has been a spiritual experience," said Ms. Elfenbein. "Being able to positively affect young girls' lives and watch them GROW into courageous, esteemed young women couldn't be more inspiring." Ms. Berman is equally excited about the collaboration: "This has been a heartwarming and incredibly rewarding experience for the team. People gave freely of their own time to make this happen and we couldn't be more proud of the work."

About The CementBloc: The CementBloc is a leading multichannel healthwellness creative agency based in New York. Founded in 2000 by Susan Miller Viray and Rico Viray, The CementBloc is also a founding member of Indigenus, an independent global network of entrepreneurial healthcare creative agencies.

SOURCE The CementBloc