But just as in the private sector, they all compete for the attention and preference of their audiences because their survival depends on dwindling resources of public and private funding. Demonstrating a strong track record, becoming a prestigious brand among their audiences of interest, working in a specific niche or having a privileged relationship with their investors are keys to carrying out their work.
The assignment was to create a new name for an NGO that transforms the quality of life in villages thanks to its programmes by implementing basic infrastructures in disadvantaged areas of Nicaragua, Peru, Tanzania and Mozambique.
ONGAWA was the name created by Plázida for this NGO that helps to eradicate severe poverty without falling into the sector's clichés or overused descriptions.
Water is a symbol of all the basic infrastructures and of the well-being of people. The spelling with "w" is a nod to Swahili without losing its meaning for the Latin market.
The name ONGAWA is short, memorable, distinctive and differentiated.
It also helped to define a brand platform that would focus all the actions of the organization and a tagline that would accompany it in its main efforts.