Foundation for the Study of Infant Deaths rebrands as the Lullaby Trust

The charity decided on a £38k revamp after research showed that young parents found its name 'cold and off-putting'

The charity's new logo
The charity's new logo

The Foundation for the Study of Infant Deaths has rebranded as the Lullaby Trust to help it reach more young and vulnerable parents.

The charity’s new logo, website and materials were unveiled today after a year-long rebranding exercise. The changes are part of its strategy to halve the number of deaths from sudden infant death syndrome by 2020. About 300 babies in the UK die suddenly each year.

Research carried out by the charity among young, new and soon-to-be parents found that the organisation’s old name was seen by many as "cold and off-putting".

Francine Bates, the charity’s chief executive, said young parents in particular were put off by the word "death", because it frightened them. Many had decided not to read the charity’s leaflets because they did not want to think about the possibility that their baby might die, she said.

The Lullaby Trust was chosen as the new name because it "is warm and approachable" and has a connotation with babies and sleep, she said.

Bates said: "The research was very powerful. Given that we needed to find a fresh way of communicating with young and vulnerable parents, we needed a new name."

A significant proportion of sudden infant deaths occur in families where the parents are young or vulnerable and are less likely to follow safe sleeping advice. Bates said it was therefore keen to reach these groups.

"We are very clear that we have to communicate with young and vulnerable parents to reduce the current level even further," she said.

The charity’s new logo is the same colour as its former branding. The circle motif was designed to work across the charity’s promotional and fundraising materials. The strapline has changed from "giving babies the chance of a lifetime" to "safer sleep for babies – support for families" to spell out both the advice and support aspects of its work, Bates said.

The charity used the agency Identica for branding advice. The design work and legal advice were given pro bono by its charity of the year partners Seven, a digital media content agency, and Olswang solicitors.

The rebrand cost £38,000.

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