Report

Honduras has suffered more than it's share of crises. It has seen economic and social hardship, devastating hurricanes and unsteady leadership. But stepping off the plane, as your eyes begin to adjust to the strong sun, a country of hope and beauty emerges before you.

I did not know what to expect when I arrived in Tegucigalpa. I had spent a day at CARE
Headquarters in Atlanta, meeting lots of people and listening to the anticipated and current
changes that have taken place within the organization as they begin to implement structural and brandmark changes. I imagined that when I arrived in Honduras my job would be to simply help the country office with their marketing brochures. The job that awaited me, however, would rival the curriculum for any international, intercultural communications class. I was asked to help with the country office's branding image and to launch CARE's new international logo.

Upon arrival, I was welcomed with wide smiles and friendly chatter. It took only a few hours before I was given a desk and computer. But it took several weeks before I really grasped the magnitude of everything that was on my plate.

CARE International has been in existence since WWII and is well known as one of the world’s largest NGO’s. Over the last three years, CARE has spent a good deal of time analyzing their public image. With the help of many consultants, the organization recognized that the worldwide perception of CARE and CARE’s work was inconsistent. On an international level CARE has begun to implement structural changes that will offer the organization more flexibility on the county level and will create united country teams for more concentrated disaster relief. CARE International is now promoting the role of facilitator-enabler within the communities where they work. They are focused on four main areas pertaining to their mission to alleviate poverty everywhere. To emphasize this new focus in CARE’s design the organization recently launched a new logo, colors and slogan.

Each of CARE’s country offices was expected to implement the changes before the end of the year.

CARE Honduras’ situation made my job particularly interesting. CARE has had presence in Honduras for almost 50 years. Programming has ranged from HIV/AIDS and health initiatives, to emergency relief, agricultural innovation, and small business loans. CARE Honduras' image is well established and the staff strongly identify with the original logo, slogan and mission.

One of my first jobs in Honduras was to make a weeklong trip to the western part of the country to visit project sites. It was an incredible introduction to CARE, their mission and their work. It offered me the opportunity to ask questions and to internalize why relief work is necessary in so many places around the world. It was, for me, a week of exploration and recognition, both of what CARE works to achieve and of what I often take for granted. I quickly realized how valuable the trip was in helping me relate to the work I was to do during the rest of my internship.

Back at the office, I was asked to help prepare presentation materials to aid CARE employees to better comprehend the changes taking place within the organization. Drawing on my graphic design background, I helped the Director create presentations and brochures to "reintroduce" CARE Honduras to several of its donors, as well as to it's own staff. I also began to help conceptualize and plan an innovative event to launch the new logo and to promote CARE International at the national level.

I was grouped with a smart, talented, and dedicated team to help me navigate though
Cultural and logistical problems in all that I did. They quickly became my friends. Despite all of the other work in which they were involved, each of them displayed the determined and dedicated spirit of CARE, which I came to recognize over and over again throughout the office. No one ever hesitated to answer my questions, to discuss my ideas, or to patiently explain whatever I didn't understand.

Our event "Entra y Conoce CARE Internacional en Honduras" (Enter and get to know CARE International in Honduras) was the national launch of the new logo. After dedication the full final two months of my internship to planning, we realized an event, which went outside the usual concepts of NGO marketing in Honduras.

Though the hard work of the team, we diligently conceptualized the event and overcame many logistical problems. We created an exposition where the attendees had an opportunity to visit the different CARE projects, each displayed under their individual tents. The idea was to create a "virtual fieldtrip" to the project sites where the visitors could see, touch, taste, smell, and experience CARE's work thoughout Honduras without leaving the banquet hall.

Throughout the event the guests were presented with the vision of a CARE united and approachable. Project managers had valuable time to explain directly, or through example, what their projects aimed to do and what results they had already achieved. The spirit that the CARE staff exhibited that night revealed that they had truly adopted CARE’s new image.

The event appeared to be a great success. I only wish that I could have spent a few more months in Honduras to help follow up with all of the details.

My internship allowed me the opportunity to do the kind of work that in my graduate research, we only read about in case studies. I can now clearly see the value of my UF course work as so much of it was put into practice. I am thankful to the Coca-Cola World Citizenship Program for the opportunity, and to CARE Honduras for making it such a positive experience for me.

Photo Gallery

CARE's new logo and colors worn by a CARE Volunteer.

Senor Mario Admid Reyes at work, part of the LENCAFOR project.

I photograph harvesting of Passion fruit, part of the MERCATRAN project.

I visit the LENCAFOR timber project.

A local artist - one of the beneficiaries of the CREEME small business loan project

Murro Antonio Pineda displays the coffee from his community's business of San Luis - part of the PROEXPORT project.

In San Isidro. Maria Innocente Benitez and her son Rumualdo - part of the HOGASA Project.

A fruit stand on the road to San Pedro Sula.

The sometimes not so happy (for the babies anyway) activity of weighing children part of the HOGASA project in Intibuca.

A treat from the country side. Maria Eloiodora Marquez serves atol - a warm, sweet corn soup.

PROMUSA's project in Tegucigalpa. A busy farmer's market where you will find fish, cheese and coffee, as well as all the other produce you can imagine.

The most prominent craft in Honduras - woodworking.