Wirz Wietlisbach Dialog: New name created for Swiss relief organization
The non-profit organization "Water for Developing Countries" is a small Zewo-certified Swiss aid organization and has been committed to securing the livelihoods of small farmers since 1998. The organization commissioned Wirz Wietlisbach Dialog to look for a new name.
The reason: the term "Third World" is being used less and less and is negatively associated and stigmatized in everyday usage. The requirements for the new name for the aid organization were as clear as they were complicated: It had to be short, catchy, unstuffy and highly recognizable, create a clear identity without the need for additional explanation and still have symbolic power, express the current activities but also work for future developments, be internationally understandable and - this was the biggest challenge: the name had to convince the board, the head office and ultimately all members.
Wirz Wietlisbach Dialog created various name suggestions that already convinced the client in the first round. The workshop originally planned to find a name was therefore no longer necessary: At an extraordinary general meeting in August, the new name was voted on and decided unanimously: "Water for Developing Countries" is now called "Aqua Alimenta".
