The charity also aims to raise £100,000 through the campaign and attract 2,000 new supporters.
The campaign was created by marketing firm Tangible Response and uses direct mail, press and television advertisements, London Underground posters, inserts and a special website. Direct mail packages will be sent out to 75,000 people during May, requesting donations of between £15 and £165.
“This is an exciting moment for the charity,” said John Chamberlain, director of fundraising and marketing at Livability. “The new name reinforces the idea that we focus on people’s individual strengths and abilities. We want that positive, life-changing aspect of our work to be communicated to a broad range of audiences, including our existing supporters, who are getting used to our new name, and new and younger supporters.”