Making the world a better place.
About 2 years ago, we got a call from CARE. While they were originally
formed after WWII to drop supplies to those in war-ravaged Europe who
had nothing (this is where the term “care package” comes
from), they have evolved over the years. In the 60s they set the standard
for global relief agencies, with JFK even using them as the inspiration
for the Peace Corps. But in more recent times, CARE has found that
sustainable solutions are the only true cure for poverty… teaching
people how to care for themselves.
As CARE journeyed into the poorest parts of the globe, they found repeatedly
that the most impoverished areas were places where women are still marginalized
and pushed to the fringes of society. CARE found that if they could empower
women in these places, they could unlock the incredible human potential
that was being wasted. By educating women and getting communities to accept
them as productive members of society, CARE found it was the fastest way
to address the root causes of poverty. Women with an education, equality
and a voice can help stop the spread of disease; start new businesses
for additional sources of income; literally move entire societies forward.
The risks CARE takes every day in this mission are staggering to those
of us who live safe and comfortable lives. (CARE was opening schools in
Afghanistan that taught girls alongside boys even while the Taliban were
still in power.)
But CARE realized they have an equally daunting task: To introduce the
“new” CARE, and its pursuit of global womens’ empowerment,
to a new generation of contributors who can help realize this goal.
CARE put together a brilliant in-house marketing team whose members
gave up highly successful private sector lives to help re-introduce
CARE to the world. And they turned to The Observatory to form a partnership
that is doing exactly that. From airport dioramas, to television, to
the web, to local events…the story is being told in a dramatic
way. And the response so far is inspiring and exciting. To learn more,