Children’s charity NCH runs ads to push rebrand

National Children’s Home is rebranding as Action for Children and is launching its first advertising campaign for 140 years.

The revamp follows an NCH brand audit that revealed the existing brand image as “unbalanced and unhealthy” and needed “serious” work and investment.

The charity has appointed Baby Creative following a six-way pitch against undisclosed agencies as part of its repositioning. The agency has created a campaign that aims to raise awareness of the charity’s work.

The organisation’s brand response agency Tangible Response has also launched a fundraising campaign supporting the new identity. It will communicate the new branding to NCH’s existing donors and potential supporters.

The charity’s new look will be rolled out across its campaigns and online. Baby Creative has also created a “brand tool kit” that will act as a guideline as to how the new look can be used internally.

Polly Neate, director of communications at Action for Children, says that NCH’s awareness among the general public has been “very poor” but it is hoped the overhaul will help it to become a major campaigning voice for children and young people.

NCH, formed in 1869, helps about 178,000 young people and their families in the UK each year.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here