Seeking to counter unscrupulous and fraudulent street-level charity collectors, 19 NGO organisations in Hong Kong joined forces and launched the F2F Monthly Giving Alliance. The group comprises widely respected organisations that solicit subscriptions to monthly donation programmes. Seeking to enhance the image of the collectors, the F2F Monthly Giving Alliance established a set of ethical guidelines for members and sought to help the public identify reputable monthly-basis fundraisers.
Realising their identification logo would be a crucial component of the initiative, the alliance approached Stepworks to develop an identity that would be readily seen and also sit easily with the brands of member organisations.
The Stepworks solution features the Chinese character for “Donation”. From this character the radical for “Month” is highlighted and rendered as a double “F”, signifying “Face to Face”. A yellow background was chosen to stand out and attract the eye.
The F2F Monthly Giving Alliance expressed great satisfaction with the result and the initiative was successfully launched on 8 February 2012.
