Name change heralds NCH rebrand

Children's charity NCH becomes Action for Children today in a major rebranding of the organisation.

All go on logo
All go on logo

The new name is part of a five-year strategy at the charity to make its communications with the public about its work more effective.

Established in 1869, Action for Children supports 170,000 vulnerable young people and their families each year.

Polly Neate, executive director of public affairs, said stakeholders had been critical of the way the organisation was articulating its aims and that the new name and logo were the first steps towards creating a new, clearer identity.

"We are aware this is a huge cultural change for the charity and are changing the structure of different parts of the organisation so we can work more effectively," said Neate.

She would not reveal the cost of the rebrand, but said the amount placed the organisation in the "bottom 25 per cent of how much charities, on average, spend on rebranding".

A report released today by the charity argues that policy making is driven by short-term goals that ignore the basic needs of children and young people.

However, Action for Children says that its increased policy work will not mean abandoning its service provision. Victoria Shillito, media relations officer at the charity, said: "We are not changing our balance between the two objectives. We are simply broadening our focus."

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