- As a result of a process of institutional and organizational evolution, Un Techo Para mi País is re-launching as TECHO.
- The organization is launching a profound change that goes beyond the image rebranding.
Santiago, Chile June 4th, 2012. After 15 years of work, Un Techo Para mi País embarks a process that aims to reflect the transition from an initial foundational phase to a new era of consolidation. Management, social impact and community development take on a protagonist role in their work model.
In 2010, TECHO began a process of internal analysis and external consulting which guided a process of transformation centered on three main axis: the Social Intervention Model in the slums, strategy to maximize Social Impact, and Organizational Structure. These profound changes led to a reconfiguration of organizational culture and identity.
TECHO begins this new era guided by the new institutional Vision and Mission, alongside a general refocus of the work done by youth volunteers with the poorest families of the region. These internal changes entailed a process of brand analysis which resulted in a change in the institutional image. As of today, Un Techo Para mi País will be presented as TECHO.
“Today we are TECHO, and we want to communicate to society the reasons behind this change. This evolution must be understood as a reconfiguration that goes beyond our institutional image, for it corresponds to a deep study and structural restatements in our organization’s focus.” Commented Agustín Wolff, TECHO Executive Director of Social Programs for Latin America & Caribbean
TECHO’s new framework is guided by three strategic objectives with which it aims to overcome poverty: (1) Promotion of community development in slums, through a process of community strengthening. (2) Fostering social awareness and action, with a special emphasis on generating critical and determined volunteers (3) Political advocacy that promotes necessary structural changes to ensure that poverty does not continue reproducing.
“This long process where we evaluated, analyzed and redefined our institution allowed us to reconfirm clear guidelines; such as investing further in community development. Above all, we were able to reconfirm that TECHO exists right where thousands of volunteers come together with families living in poverty who jointly and massively generate tangible solutions to poverty conditions. The close partnership between them invites the rest of society to be a part of this enormous challenge which affects over 177 million people in the region”, said Wolff.
With regards to the new image, the brand TECHO keeps several continuous elements with respect to the previous brand, Un Techo Para mi País. Some which are psychological (attributes, personality and positioning), as well as some visual components such as the color, and the name TECHO which identifies and defines the institution the closes. “TECHO” was the word with which the organization had naturally been associated making the semantic reduction an evident transition.
For more information about TECHO visit www.techo.org.
TECHO is a youth led non-profit organization present in 19 countries across Latin America and the Caribbean. Through the joint work of families living in extreme poverty with youth volunteers, TECHO seeks to overcome poverty in slums.
With the implementation of an intervention model, which is focused on community development, TECHO seeks to build a fair and poverty free society, where everyone has the opportunities needed to develop their capacities and fully exercise their rights.
Today TECHO is present in 19 countries: Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Haiti, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Dominican Republic, Uruguay, and Venezuela.
In 15 years we have built over 86,000 transitional houses, and mobilized more than 510,000 youth volunteers all across the continent.
For further information:
Tanya De Poli
Director of Communications
TECHO – U.S.
Office: (305) 860 4090
Mobile: (917) 273 7808
2050 SW 22nd St., Suite 508
Miami, FL 33145