Introducing GALEWiLL: A New Model for Social Change

Jan. 6, 2012 - PRLog -- New York, New York – YELLOWBRICKROAD Communications, a boutique social change firm based in New York, is changing its organizational structure to improve its long-term mission of designing new ways to move the world forward. Beginning today, the company will be divided into a for-purpose company and a non-profit center, and both entities will operate under the new name, GALEWiLL, according to founder and president Bob McKinnon.

The origin of the name stems from the organization’s evolving philosophy on what it takes to create social change. Some believe that to create change, you must control external forces; others believe change comes from motivating individuals to take action for themselves. In their work, it has become clear to team members at GALEWiLL that you must do both.

“There is a gale of forces around us and the power of will within us,” McKinnon said. “We believe we must address both to move the world forward.”

The new organizational structure more accurately reflects the diversity of GALEWiLL’s work, mission, experience, partners and purpose. The company has expanded from creating communications for causes to designing entire social change programs — on issues as diverse as childhood obesity and climate change. Its list of partners has grown to include some of the country’s brightest minds and largest socially-minded organizations. And finally, while its purpose has always been to make a difference in the lives of those it serves, GALEWiLL has seen a specific focus take shape that seeks to discover and advance new ways that move people’s lives forward.

The for-profit/for-purpose GALEWiLL Design will create social change programs, communications, advocacy and action that can move people forward. If it can move the world forward, GALEWiLL will design it. The company and its predecessor have designed programs, messaging, framing, campaigns, tools, apps, outreach, public relations, advertising, websites, collateral, events and training to do just that. Examples of their design work include redesigning California’s Food Stamp program to reduce stigma and helping the Robert Wood Johnson Foundation create new language to reframe the way we talk about social factors that impact our health. Visit http://www.galewill.com to learn more.

The nonprofit GALEWiLL Center for Opportunity & Progress will develop research, content and programs with the potential to move the world forward. It is established as a private operating foundation and will invest in ideas, people and organizations that empower others to improve their station in life. Previously, the organization developed non-profit projects within YELLOWBRICKROAD Communications; this new center will create a new home for these and future initiatives. Examples of this work include the book Actions Speak Loudest, research projects dealing with the power of empathy, and a new initiative focused on the American Dream, being done in conjunction with Public Agenda. Visit http://www.galewill.org to learn more.

Clients, former clients, partners and stakeholders were informed of the change personally through in-person meetings or by phone over the last few weeks. Other contacts were notified in a company announcement via e-mail on January 5.
Beginning today, the company will be divided into a for-purpose company and a non-profit center, and both entities will operate under the new name, GALEWiLL, according to founder and president Bob McKinnon.

The change is taking place seven years after McKinnon founded YELLOWBRICKROAD, following a long career at Saatchi & Saatchi.

“It is commonly said that every seven years our bodies completely regenerate themselves,” McKinnon said. “Every cell in our skeleton is replaced and magically made new to reflect our ever-changing selves. In the same spirit, after seven years, YELLOWBRICKROAD Communications is also renewing itself – both in terms of our work, our structure, and most noticeably our name.”

GALEWiLL’s clients include the Robert Wood Johnson Foundation, California Department of Public Health, Office of National Drug Control Policy, Big Ten Network, Centers for Disease Control and Prevention, and many more. For a more complete list, please visit our website at http://www.galewill.com.