Regional Agricultural Development Program - South (RADP-S) Branding Implementation & Marking Plan

The program focuses on improving the productivity and profitability for targeted value chains selected from the wheat, high-value crop, and livestock sectors. This sustainable agricultural development program will support the consolidation of licit economies to fuel economic growth, including providing alternatives to poppy cultivation. The RADP-S branding implementation and marking strategy assumes that all exceptions described in the Branding Implementation and Marking Plan will be applied based on approval from USAID. The program will promote agricultural-sector development while respecting and responding to Afghanistan's evolving political, safety, and security challenges. The branding strategy will limit exposure to risk while increasing host country ownership over project activities. The program will convey USAID support in a manner consistent with USAID branding requirements. The central message is "this assistance is from the American people." USAID Brand Identity will be the primary brand for the program, and the USAID identity and the appropriate language tagline will be included in all products, communications, and public documents. The language of the USAID brand identity (English, Pashto, and Dari) will be determined by the language of the material or outreach product and its intended audience. Implementation of the branding strategy will be overseen and monitored by the RADP-S Communications Team Leader, who reports to the Chief of Party. The project will incorporate the message that the assistance is from the American people, jointly sponsored by USAID and the Government of the Islamic Republic of Afghanistan (GIRoA). This positioning will help demonstrate the leadership role the GIRoA and emphasize the role of the American people. When warranted, written material should be translated into Pashto and Dari. The desired level of visibility for the USAID identity will vary depending on the location. In secure, indoor Kabul locations, the USAID identity must be prominently displayed on commodities or equipment, printed, audio, visual, or electronic public communications, studies, reports, publications, websites, and all promotional and informational products. However, due to heightened security risk in the south, the USAID identity will not be displayed when materials, activities, and/or equipment are located in the project's target provinces.