The League was established in 1945 to help African Americans achieve a living standard on par with the majority of Americans. Although much has changed and much is anticipated in the coming years, one thing remains certain: African Americans and other minorities are still confronted with racism and prejudices that must be contained, modified or neutralized. This is a challenge to all of us who wish to make our society truly work for ALL. Our spirited mission to fill the gaps continues today in our effort in stepping up to challenges defined below.

• Reputation to produce results that positively impact the community
• Sustainability; 65 years of continuous services
• Strong relationship with the Board of Education and school administrations
• Excellence in budget management
• Diverse, highly involved Board of Directors

Belief
Everyone should have access to the best possible education and housing, regardless of race/ethnicity.

Brand Vision
The Civic League of Greater New Brunswick provides community-based services which empower minority families and improve their quality of life.

Positioning
To all people who want to improve their quality of life through better education and proper housing, the programs offered are to bridge the educational/technology gap and balance the benefits of urban revitalization. This is accomplished by advocating, promoting, and providing programs/services that enhance the stability of minority families in the community.

Brand Connection
Equality for All – The Civic League of Greater New Brunswick enables the populace who use its programs/services to feel like society truly does work for everyone, regardless of race/ethnicity

Personality
Trust-worthy, dependable, brotherly/sisterly