STRENGTHEN ACCOUNTABILITY

Institutional Rebrand Scorecard

Use this tool to document rebrands after scandal and assess whether changes are cosmetic or substantive. When you have 3–5 scored cases, bundle and submit using the flow below.

These tools make invisible systems visible — from tracing conflicts of interest to mapping patterns of denial and creating stronger reporting pathways.

SSA · Institutional Rebrand Scorecard
📈 Live Results

Optics vs. Substance

Use this tool to document rebrands after scandal and assess whether changes are cosmetic or substantive. When you have 3–5 scored cases, bundle and submit using the flow below.

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🔍 Step 1: Identify the Rebrand

📊 Step 2: Score the Signals

CriteriaQuestions to AskScore (0–3)
🔄 Continuity Do the same leaders, clients, or business lines remain in place?
🌀 Narrative Pivot Does the new brand lean on words like “innovation,” “safety,” or “public benefit” without concrete reforms?
🏛️ Structural Smokescreens Have spin‑offs, holding companies, or mergers been used to hide liabilities?
⏰ Timing Did the rebrand follow scandal, lawsuits, whistleblower leaks, or regulatory pressure?
⚖️ Accountability Measures Are there independent oversight, reparations, survivor input, or new governance structures? (Higher score = less substance)
Total Score: 0/15 Looks Substantive · Look Deeper

Interpretation: 0–5 substantive reform possible · 6–10 mixed optics/substance · 11–15 high risk of reputation laundering.

📢 Step 4: Advocacy Action

  • Share findings; keep using the old + new names together.
  • Contact journalists, regulators, or community leaders with your score.
  • Mobilize survivors, workers, and impacted groups.

📤 Where to Send Your Completed Scorecards

When you’ve collected 3–5 scorecards (enough to show a pattern), bundle and send.

1️⃣ UN Special Rapporteurs (Global)

2️⃣ National Human Rights Institutions (Pick Yours)

Find your NHRI: GANHRI members directory

3️⃣ Civil Society Watchdogs (CC for Visibility)

📨 Model Cover Email/Letter (click to expand)

Subject: Submission of Institutional Rebrand Scorecards for Review

To: [Relevant Rapporteur / NHRI email]   CC: [Watchdog email]

Dear [Rapporteur’s Name or Office],

I am writing on behalf of [myself / our community group / our coalition] to submit documentation of institutional rebranding practices that we believe undermine accountability. We have gathered several scorecards using the Institutional Rebrand Scorecard tool, which highlight patterns of continuity in leadership, narrative pivots, structural smokescreens, and timing relative to legal or public scrutiny.

Attached you will find [X number] completed scorecards concerning [institution(s)]. These illustrate a consistent pattern of rebranding without substantive reform.

We respectfully ask that your office review this evidence as part of your monitoring mandate, and consider it in your upcoming reports, recommendations, or investigations. We also request guidance on further steps civil society can take to ensure accountability is not obscured by cosmetic changes.

Sincerely,
[Your Name]
[Your Organization]
[Contact Information]

🧾 Submit Your Scorecard to SSA

Submitting lets SSA aggregate patterns. You can also print/save a PDF and email independently.

📈 Live Rebrand Ledger

Newest submissions appear first. Share this page with allies to compare patterns.

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🔗 A new name doesn’t erase old harms. Connect past actions to present accountability.

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