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.


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