Leukaemia & Lymphoma Research to change its name to Bloodwise in September


The blood cancer charity Leukaemia & Lymphoma Research will change its name to Bloodwise as part of a £125,000 rebrand.

The rebrand, which will take effect on 1 September as part of Blood Cancer Awareness Month, comes after the charity found that patients thought the current name was too long and too difficult to remember.

The new name will be launched at the same time as a new website and a one-stop digital hub for blood cancer information and patient-to-patient support.

Cathy Gilman, chief executive of the charity, which has 110 employees, said one of the reasons for carrying out the rebrand was to increase awareness of the organisation and blood cancers in general.

"Currently, fewer than one in 10 people affected by blood cancer uses our services," she said. "Many don’t know about the support we provide, or that we’re here for all blood cancer patients, not just those with leukaemia and lymphoma.

"Bloodwise is short and easy to remember, which is vital when you’ve just been diagnosed with cancer and your world has been turned upside down. We love the name because it feels positive and hopeful, and it is inspired by our belief that life is a gift to be used wisely and lived fiercely."

The charity said the new name and logo were also expected to present significant new fundraising opportunities.

The 55-year-old charity worked with the branding agency Undivided to devise the new name, which has already been registered with the Charity Commission.

The £125,000 cost of the rebrand represents 0.3 per cent of the £20m a year the charity spends on patient benefit, the charity said. It had a total expenditure of £26.6m in the year to the end of March 2014, its annual accounts show, and an income of £21.7m.

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