Jewish Care to broaden scope

Jewish Care is to reposition itself as a provider of community services rather than just a carer for elderly people.

The move will be supported by a hard-hitting ad campaign set to launch on Friday.

Jewish Care has changed its logo and will run a six-month press and online campaign to generate awareness. The repositioning follows research conducted for the charity by direct marketing specialist Kitcatt Nohr Alexander Shaw. The agency carried out a study in north London using 24 focus groups made up of young and unmarried people, married with young children, empty nesters (couples with children that have left home) and retired people.

The new logo reflects this broad constituency, showing all ages of the community.

Justine Harris, director of marketing and communications at Jewish Care, said that the research showed "the charity was seen as a provider of services rather than an acquirer of support".

"There was very little understanding of what we did apart from a perception of care that we provide for the elderly, not the breadth or depth of what we offered,

she said.

To highlight its services, the charity has developed four ads which will run in the Jewish Chronicle and the London Jewish News as well as the regional press. It also plans to use online activity over the coming months.

Each ad illustrates the lack of care and support for vulnerable members of the community and cover issues such as unemployment, isolation, suicide, drug abuse and elderly care.

The campaign kicks off with an ad entitled "Jewish Dignity" featuring an elderly Jewish man who is affected by Alzheimer's disease. It will be followed up by an ad with the strapline Jewish Princess, featuring the image of a young girl taking drugs.

"We decided to start with our heartland, which is our care of the elderly and go places people don't expect us to go,

said Harris. "Greater awareness will hopefully lead to a greater response. We'll give it some time to have an effect and then look to develop new fundraising materials for 2003."

The charity spends around £45 million a year of which £4.4 million is used to run its community centres, 3 per cent of which comes from the Government.

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