Focus: Communications - Three minutes with... Julie Bentley, Suzy Lamplugh Trust

Why have you rebranded?

It's something we have been considering doing for some time. In fact, I have wanted to do it ever since I came into the role.

There seemed to be a big disparity between public awareness of our existence and public understanding of what we actually do. A lot of people seemed to think we were a victim-support charity.

So we did some market research, which was carried out for us free of charge by the advertising agency Leith London.

What feedback did you get?

There were two sample groups. One, consisting of people who already used our services, gave us really positive feedback. Among the other group - people who did not use our services - 60 per cent had heard of Suzy Lamplugh but not the trust, and nobody knew what we did.

How did you come up with the new logo?

Again, we were lucky enough to have the services of a freelance designer, Nick Darke, free of charge. We came up with a number of suggestions, then Leith London went back to our sample groups to find out which ones were more popular. The one that came out top was 'Live Life Safe'. People felt they could relate to it better than our old strapline, which was 'The leading authority on personal safety'.

Does it work?

We feel the new strap resonates more with people. It really sums up what we do - we want to avoid using negative tactics like some charities do because we don't want to increase people's fear.

Why did you choose to rebrand now?

It's our 20th anniversary and we are moving to our new National Centre for Personal Safety at the Albert Embankment in London.

We thought it made sense to wait until we moved to avoid having to reprint everything twice.

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