An Ashfield client who launched an awareness campaign focused on type 2 inflammation sought a unique and catchy acronym to identify its internal disease awareness initiative. The internal client team reviews messaging, content, branding, and materials related to type 2 inflammation, with the goal of streamlining content to ensure concise and consistent messaging across teams.
Thematically, the client wished to incorporate a race, expedition, or journey. Words and acronyms that symbolize action, winning, and forward movement were used to describe the desired direction.
The client selected my suggestion of the acronym, STRIDE, as a moniker for its initiative:
Streamlining
Type 2
Resources
Influencing
Disease
Education
STRIDE connotes momentum and progress. A successful and meaningful journey - or, in this case, initiative - is a collection of carefully chosen steps. It has a defined beginning with forward, continuous movement toward a collective goal.
Use of the word "streamlining" connected with the client team's goal of centralizing "resources" for efficient, consistent messaging. Incorporating "type 2" established immediate recall of the disease name.
Incidentally, the client's name begins with the letter "S." The acronym, STRIDE, allowed for alliteration, making the initiative name memorable.
The same client requested an easy way to remind internal team members to consult key materials and resources for an upcoming internal training. The tools included a style guide, messages, global resources, lexicon, and an illustrative catalog.
My suggestion of the acronym, SMILE, was selected:
Style guide
Messages
Illustrative catalog
Lexicon
Extensive (global) resources