Winner: From NCH to Action for Children, Action for Children
Helen Dunne is the editor of CorpComms Magazine, follow her tweets here @CorpCommsMag
Described by the judges as a rebranding exercise that had made the charity 'stand out', NCH's relaunch as Action for Children was viewed as 'highly successful'.
The new brand and platform of always there for the children focused on Action for Children's commitment and long-term approach to support the most vulnerable children and young people. The brand and all communications are accompanied by a continuous red line, which signifies Action for Children's aim to be there for As long as it takes.
It distinguishes the charity within an overcrowded sector by promoting children positively and Action for Children as solutions focused. Initially communicated to 20,000 organisational contacts, launch events and a new report celebrated the 'Switchover Day' of 15 September 2008. Advertisements and partnerships in key print media reinforced the message.
From name recognition of just one per cent for NCH, brand awareness of Action for Children stands at 17 per cent while one in four people recognise its logo. Charitable donations rose ten fold to £15,000 in January alone while 57 per cent of donors would now consider donating to the charity.
The judges said Action for Children had conducted a 'well thought out campaign with a sound strategy' which had 'made good progress and results'.