Mission, Purpose, Vision and Values

We asked 163 members of staff three key questions. Every answer was synthesised, becoming the basis of our personality and tone of voice, guiding the mission, vision, purpose and values of Middlesbrough Children Matter. These questions were:

1. Why is showing Middlesbrough Children that they Matter important to you?
   From this we discovered the ‘reason we existed’ and these became our ‘purpose statements’.
2. How will we show Middlesbrough Children that they Matter in the future?
   From this we understood what we wanted to see in the future and this became our ‘vision’.
3. What values should underpin our work to show Middlesbrough Children Matter?
   From this we understood how to behave and act; these combined with our corporate values became the values and behaviours of Middlesbrough Children Matter.

The answers to these questions showed us three very clear characteristics. These were Pride, Determination and Aspiration, which live in the heart of the people of Middlesbrough and became the tone of voice for Middlesbrough Children Matter.

We were then able to identify a personality for the brand which was a Role Model.

For further information on the MCM Mission, Purpose, Vision and Value please go to the Middlesbrough Children Matter website.