What drove the change in brand?
Children's Hospices Across Scotland (Chas) services include two hospices, an at-home service and nurses working in the NHS, but they all have different names, leading to low brand recognition. Existing brand assets were dated. There are more than 15,000 children in Scotland living with incurable conditions that will cut their lives tragically short. As the only charity in Scotland that provides hospice services for these children, Chas needed to create a step change in brand perception to increase its fundraising income to meet that demand.
What did the change involve?
Chas engaged the agency Different Kettle to undertake its rebranding. Stakeholder research inspired the strapline "Keep The Joy Alive" and a unifying visual concept: the Chas alphabet. Each letter of the alphabet was designed by the children and families cared for by Chas, putting them at the heart of the new brand. The letters and the individual stories behind them enabled the charity to unify the disparate strands of the Chas brand while expressing the joy that Chas helps families to find even in the face of death.
What difference has this made?
The new branding went live in May 2017 as the start of a major fundraising drive. Free coverage from Trinity Mirror, including use of the alphabet on the masthead of the Daily Record, had an estimated PR value of more than £500,000. Awareness of Chas rose from 58 per cent to 61 per cent, while 23 per cent recognised "Keep The Joy Alive" as the Chas call to action. Fundraising was over target in 2017/18, with more than 5,000 more donations received than in the previous financial year. Referrals to Chas services are up by 6 per cent.
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