Crime Reduction Initiatives becomes change, grow, live

The charity that provides support for vulnerable people adopted the new name last week, and said last year that it was planning to expand its health services

New name, new logo
New name, new logo

The health and social care charity Crime Reduction Initiatives has changed its name to change, grow, live.

The charity, which provides services including support for vulnerable people facing homelessness, domestic abuse or addiction, said last year that it was planning to expand its health services and carry out what it called a fundamental rebrand.

CGL, which adopted the new name last week, has more than doubled its income since 2011 to £141.3m in the year to March 2015.

The charity was set up in 1880 as a prisoner rehabilitation charity, but over the past five years its criminal justice services income has grown by only 5 per cent while its other income has risen by 122 per cent to £130m.

The charity said its local services, which are run in communities and prisons in England and Wales, will retain their individual names and continue to operate under the CGL brand.

A spokeswoman for the charity said the rebrand cost just under £200,000. 

David Biddle, chief executive of CGL, said: "Our new name reflects the fact that positive behavioural change is at the heart of what we do. Our priority is to work with service users, who are some of the most vulnerable people in society, and help them to make the changes they need to live independent and purposeful lives. We believe that everyone is capable of positive and lasting change and we wanted to have a charity name that more closely reflects this vision.

"Another consideration is our plans for the future and, while we will continue to expand our criminal justice work, we are also using our considerable experience to further develop our social care and health work, with an emphasis on wellbeing. We need a name that can encompass and reflect this broader spectrum of work.

"We consulted a number of our stakeholder groups during this process, including our partners, staff and service users, and have agreed an identity for our organisation that we can all be proud of."

- This article was updated shortly after publication on 5 April to include the cost of the rebrand. 

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