Family Welfare Association changes its name

Family services provider the Family Welfare Association is changing its name to Family Action.

The charity, which nearly doubled in size when it merged with Family Service Units last year, said the new name was an attempt to improve its image, rather than a change in direction.

"The results showed that we weren't doing ourselves justice with the name Family Welfare Association," said Helen Dent, the organisation's chief executive. "Service users hated the ‘welfare' stigma and the name gave an old-fashioned impression, particularly to those who didn't know our work."

The charity spent £25,000 on the rebrand, including advice from consultancy Good Values and design work from Spy Design. It said its name was chosen after consultation with beneficiaries, staff and funders, which began after the merger last year.

"In the past, our old-fashioned image and name has been a barrier to attracting funding from individual and corporate donors," said Dent. "We replaced the word ‘welfare' with the word ‘action' because it's more positive and dynamic. It's a concept that underpins all areas of our work, from services to campaigning."

The new name will be accompanied by a new strapline, "supporting families since 1869", in order to highlight the charity's origins in Victorian times, when it was called the Charity Organisation Society.

The charity's new web address, effective from tomorrow, will be www.family-action.org.uk.

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