SIM Canada is committed to realizing its purpose and vision through our core values. It’s essential that we ensure our communications mirror these values and ethical standards, reflective of the dignity that Christ offers to all. This document provides 8 guidelines for content creation that conveys SIM Canada’s work: ensuring that we honour God, respect the dignity of others, and maintain transparency and integrity through all forms of communication.
Communications should reflect the core principles of scripture while reflecting love, compassion, integrity, and humility. The portrayal of our mission and the communities we serve should always be in alignment with biblical teachings and respectful of the cultures and traditions of those with whom we partner.
In keeping with avoiding all dehumanizing or stereotypical imagery/descriptions, we strive to ensure our communications encompass all perspectives, focusing on the strength, resilience, and dignity of the individuals and communities we serve. A critical component to this is the portrayal of people as active participants rather than passive recipients.
All communications are to be truthful, respectful, and avoid the manipulation of situations to achieve an end goal. Accuracy is to be paramount and representative of the true experiences of all involved within said communities and projects.
All communications are to promote accuracy and transparency, demonstrating the variety of ways that resources are responsibly and effectively used. In keeping with respect to resource development and donor impact, we are highlighting SIM Canada’s commitment to financial stewardship, prudent use of funds, and transparency - ensuring that viewers and donors are offered a portal into the impact of their support.
As per our privacy policy, ensuring sensitive information (personal details, health status, sensitive locations) are kept private and secure. Communications are to avoid personal identifiers unless necessary and only if proper consent is obtained.
SIM Canada workers, through grace, recognize we are catalysts in the redemptive work of God. All communications are to factor this reality into our content creation.
Perspectives – Communications are to focus on the transformation and outcome of the mutually participatory efforts of SIM Canada workers and the individuals and communities involved. We are to avoid transactional and dichotomous language. SIM Canada is about Kingdom work where all are participants in this work, and recognize the ground is level at the foot of the Cross.
Striving to ensure that all creative content is culturally respectful and factors the perspectives of those portrayed, as well as the viewer. Together, we work with local leaders and individuals to ensure that our content aligns with cultural norms and values and is conveyed with accuracy and transparency.
Though short-term stories can highlight emotional impact, emphasizing the long-term impact offers viewers and donors an opportunity to participate in our sustainable, ongoing, broader mission that invokes both curiosity and support.
These guidelines aim to ensure that the creative content produced by SIM Canada aligns with our mission, maintains ethical integrity, and respects the dignity of all individuals and communities we serve. Through responsible, transparent, and accurate communications, we aim to be catalysts of transformed lives, spreading the Gospel, and advocating for justice and hope in the world. In short, as we live out the Great Commission, we engage our communications in keeping with the responsibilities and guidelines within this document.
The four major themes that define our brand:
The good work continues — but it requires change and adaptation.
We are strengthening internally to prepare for the next meaningful adventure in God’s global mission.
We are proud of our history and our founders’ example of adaptability.
Just as they developed with their times, we continue to adapt to today’s contexts.
We are making it easier for Canadian Christians to serve wherever God leads.
Our global workers are skilled professionals who bring vocational experience into missions.
We support workers who are trustworthy, highly competent, and deeply compassionate.
We continually learn, grow, and apply best practices for the good of the Kingdom.
Development is an expression of discipleship — not an end in itself.
We share Christ by doing good work well and proclaiming His good news in every region.
“Where Christ is least known” is a mindset, not just a location — Canada included.
We create impact by:
Doing great work that lasts
Demonstrating the goodness of God
Pointing people to Christ
Remaining flexible, not rigid
Going deeper in development and discipleship
We are on the next step of our journey as SIM Canada, asking:
What does it mean to be practitioners today?
What does the mission field look like now?
How do we share Christ in this generation?
SIM began in 1893 when three men followed God’s call to serve where Christ was least known.
Walter Gowans and Thomas Kent died of malaria shortly after arriving in Africa. Rowland Bingham recovered and went on to establish a mission base in Nigeria in 1902, launching SIM’s work.
Bingham led with faith, ingenuity, and adaptability in a rapidly changing world of new technology, war, and shifting church dynamics. He urged believers to “speed up” evangelism as the world accelerated.
Today, the world moves even faster. Missions is no longer “here to there.” It is everywhere to everywhere — including Canada.
This era requires practitioners:
people committed to deep discipleship, excellent development work, integrity, and compassion.
SIM Canada exists to equip and support those called to meaningful, skillful service — not short-term trips, but a lifestyle of mission.
Our work spans health care, education, sustainability, anti-trafficking, business development, food security, and more — transforming communities and hearts for Christ.
For over 130 years, it has been our honour to serve where Christ is least known — and it remains so today.
Go deeper with us in serving where Christ is least known.
The mission field has changed — and so must our skills, commitment, and approach.
We provide:
realistic expectations
strong support
professional resources
meaningful opportunities
We are not just an agency — we are a family.
Together, we turn the foreign into familiar, building connection, good work, and lasting impact for the Kingdom.
Taglines
Primary:
Serving where Christ is least known
Supplemental:
Skillfully Serving in Development and Discipleship
Brand Personality
Principled and flexible – rooted in Scripture, collaborative in practice
Focused and adaptive – serious about mission, open to change
Established and innovative – grounded in legacy, moving forward wisely
Hopeful, contextual, and driven – speaking to Canadians with purpose
Dependent on God
Diverse
Disisciples who make disciples
Church-centered
Compassionate
Community
To see a witness to Christ’s love where He is least known, disciples expressing God’s love in their communities, and Christ-centered churches among all peoples.
Since 1893, SIM Canada has brought the good news of Jesus Christ to the world.
We equip Canadian Christians to use their skills and faith in immersive, meaningful mission work — creating lasting impact through discipleship and development.
SIM Canada offers missions not as a trip, but as a way of life.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)