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BERKHAMSTED, HERTFORDSHIRE, October 17, 2008 /24-7PressRelease/ -- NCH, the children's charity has begun the first phase of its rebranding campaign by officially becoming Action for Children, in the largest rebrand of its kind within the voluntary sector. It marks the start of a five year marketing, PR and fundraising strategy, and the charity's first ever advertising campaign, to more accurately reflect its work supporting vulnerable children, young people, and their families.
Established in 1869 and supporting close to 170,000 people every year, Action for Children is one of UK's largest charities. In order to stay true to its founding principles and heritage while attracting new audiences, it has developed an integrated and targeted PR and marketing communications strategy to engage with key stakeholders through phased activity.
Plans around Action for Children's marketing activities have been two years in the making. The charity's Public Affairs and Communications team worked across the organisation, with trustees and its senior management team to its 450 local children's services that work directly with children and young people. It also undertook detailed stakeholder research with key audiences including young people, government, the Methodist community and the general public, to inform and involve them in rebrand activity.
The charity is working in partnership with marketing communications agencies that include brand and design agency Baby Creative, media agency JAA, Tangible Response, Action for Children's new direct marketing agency and Winnona, who developed the charity's new website, also launched this week.
This work is supported by the introduction of a complete Action for Children identity, which includes a unique font as well as colour scheme, illustrations and photographs, all of which will form streamlined internal and external communications. The new brand is also using a line concept to illustrate how it transforms children's lives, along with the strapline "As long as it takes".
Commenting on the launch of the new brand Polly Neate, Executive Director for Public Affairs and Communications said:
"Our extensive research, services and own experiences overwhelmingly showed us that we had to develop our brand if we were to be the voice of today's most vulnerable children and be a truly fearless campaigner on their behalf. We already support over 170,000 children, young people and families directly, but there is more work to be done if we are to reach out to every vulnerable young person in the country. We really believe that as Action for Children we can do this. We have developed a strong, unique brand that tells all our stakeholders who we are and what we will do in an engaging way. We've brought together great agencies, and with our in house team we will deliver great results for children!"
For further information and interview requests with Action for Children staff, young people and children and celebrity supporters please contact Action for Children Media Office on Tel: 0207 704 7111. Out of hours mobile Tel: 07802 806 679
Notes to Editors:
• Action for Children is the new name for NCH, the children's charity, one of the UK's leading children's charities, which was established in 1869
• We work in partnership to run nearly 450 services for nearly 170,000 of the UK's most vulnerable children, young people and their families. For further information visit www.actionforchildren.org.uk
• ISDN number is 0207 359 1823
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