An innovative, California-based NGO prepares to go national.
Sports4Kids, as the organization was originally named, had successfully launched an innovative program to provide safe, healthy and inclusive play and physical activity to schools. To achieve national scale with this model, the organization needed to appeal to funding organizations, schools, partners, communities and recruits.
Comprehensive field research revealed that the value of the organization’s model was felt most keenly in the classroom, where teachers reported that their kids returned from recess more focused and able to learn. The conflict resolution skills acquired through the program also helped kids navigate all aspects of their lives, from playground to classroom to home.
The new brand is built around a more holistic value proposition that emphasizes the practical benefits of the unique model, as encapsulated in the organization’s new name: Playworks. The new visual brand conveys a spirited personality that reflects the school environment in which Playworks operates and the dedication and energy of its people.
The new brand has empowered Playworks to forge deep connection with diverse stakeholders, including institutional funders, individual donors, corporations, school administrators, and communities. Within three years, Playworks had expanded across the country, serving 900 schools in 23 U.S. cities, and reaching more than half of a million students directly and through professional training services. With new funders to support its growth, Playworks continues to demonstrate how safe, inclusive play can contribute to better schools and better outcomes for students.