The blood cancer charity Anthony Nolan has changed its strapline from "Be a match, save a life" to "Saving the lives of people with blood cancer" as part of a number of brand changes aimed at better reflecting the ways in which people can get involved with its work.
The charity, which runs one of the UK’s main bone marrow registers, has also revamped its website and changed its tone of voice, key messages, colour palette and photography as part of the update, which cost £40,000.
According to Richard Davidson, director of communications at Anthony Nolan, the bulk of this was spent on the fees charged by the consultancy The Good Agency, as well as focus groups, quantitative research and new materials, including branding on buildings.
Davidson told Third Sector the charity minimised the amount spent on new materials by bringing in the newly branded materials in stages. The new website is being launched today, but the new materials for schools and colleges are being held back until September. All the new branding will be in place by the end of 2015, he said.
"With the strapline ‘Be a match, save a life’ people thought that if they couldn't join the bone marrow register there was nothing they could do for us," said Davidson. "We needed something that worked harder for all of our audiences, whether it was fundraising, campaigning or raising awareness."
The changes to the charity's photography will include using pictures of people in the context of their lives, rather than cut out against a background. Davidson said it was important to create authentic imagery to encourage the public to identify with bone marrow seekers and their stories.
The charity previously rebranded in 2010, when it changed its name from the Anthony Nolan Trust and adopted a radically different logo and strapline. This was part of a strategy to boost the number of people on the bone marrow register from 400,000 to a million by 2014. About 550,000 people are currently signed up, a spokeswoman for the charity said.
The last rebrand was also designed to improve awareness of Anthony Nolan among young men. The proportion of people on the register who are men aged 16 to 30 has risen from 9 to 15 per cent since the earlier rebrand.