Brand Tone

The predominant tone is Compassionate and Empathetic, Inspiring and Hopeful, Practical and Innovative, and Urgent and Action-Oriented.

Brand Values

• •Dignity
• •Innovation for Impact
• •Empowerment
• •Community and Partnership
• •Transparency

Best Practices

• •Lead with Empathy, Follow with Hope: Always start by connecting with the emotional reality of the people you serve. Frame the problem with compassion, then pivot to the hopeful and empowering solution you offer. This creates a narrative that is moving but not paralyzing.
• •Focus on "Practical" and "Innovative": Consistently use words like "practical," "innovative," "simple solution," and "long-lasting" to describe your products. This reinforces your core value proposition and distinguishes you from traditional aid organizations.
• •Translate Features into Benefits: Don't just say the shoe "expands five sizes." Explain what that means for a child: "years of uninterrupted school," "the freedom to play without fear," or "protection that lasts through their childhood growth spurts."
• •Use Storytelling with a Clear Call to Action: Share specific stories of individuals whose lives have been changed. Personal accounts are more powerful than general statistics. Every story should conclude with a clear, simple way for the reader to get involved (e.g., "Donate $20," "Host a Shoe Drive," "Join The Sole").
• •Maintain a Unified Voice Across All Platforms: While the format may change (e.g., a short tweet vs. a detailed blog post), the core tone—compassionate, hopeful, and practical—must remain the same. Ensure all team members and volunteers who create content understand and can replicate this voice.

Social Perception

Because International is perceived as a highly credible and effective organization, widely praised for its 'life-changing' work and the 'simple genius' of 'The Shoe That Grows'. The public sees them as delivering on promises, with strong emotional testimonials. They are viewed not just as a charity, but as a creator of practical solutions that empower communities, backed by a high rating on Charity Navigator for transparency and financial practices.

Copy Examples

• •Confidence in every step. For a child living in poverty, a pair of shoes is more than just protection. It's access to education, it's the freedom to play, and it's the dignity they deserve. With The Shoe That Grows, one pair can last for five years, growing with them every step of the way. Join us to put confidence back in their stride. #BecauseInternational #TheShoeThatGrows #StepByStep
• •A Shoe That Lasts? It's Possible. Children's feet grow fast. For families in extreme poverty, keeping up is impossible. That’s why we created The Shoe That Grows—an innovative shoe that adjusts and expands up to five sizes. It's a simple solution to a complex problem, providing years of protection from injury and disease. Your $20 donation can put a pair on a child's feet. Give a gift that lasts. Donate today.
• •Their future is growing, and it starts with a shoe. Hi [Donor Name], Did you know that over 1.5 billion people are at risk of soil-transmitted diseases? For a child, a simple cut on their foot can lead to a serious infection, keeping them from school and their family from work. At Because International, we believe in practical solutions. The Shoe That Grows is designed to last, protecting a child for years. See how this simple invention is changing lives and how you can be a part of it.
• •Innovation that fits. Hope that lasts. Our mission is simple: create practical products to help end poverty. Starting with a shoe that grows.
• •One Shoe. Five Sizes. Years of Protection. Discover The Shoe That Grows, a revolutionary solution designed for children in impoverished communities. Durable, practical, and life-changing. Learn more about how we're making a difference, one pair at a time. #BecauseInternational #Innovation #SocialGood #TheShoeThatGrows