08.10.08 New look for UK charity ACT and a call to raise awareness of children with life-limiting or life-threatening conditions
ACT’s new logo design is simple,
positive and children take centre stage. An image of two children sits within
the letter A of ACT. This design mirrors ACT’s vision to achieve the best
quality life and care for every life-limited or life-threatened child or young
person, and their family. The new strapline – valuing short
lives – has been designed to send out a clear message, that all children who
have a health condition that will shorten their life deserve the best quality of
life and care; and that we should invest in supporting them throughout their
short lives, enabling them to achieve a “good” life and a “good” death.
The new look
ACT brand and strapline has been complemented by a ‘call to action’ which will
strengthen all ACT communications. This call to action - ACT for children; ACT
for families; ACT together; ACT Now! - has been designed to further express
ACT’s mission and reach out to a wide range of stakeholders.
ACT for
children – to represent the 25,000 children and young people who have been
diagnosed with health conditions for which there is no reasonable hope of
cure.
ACT for families – to represent all the family members,
friends and carers who look after and care for children and young people, and to
empower and support families to have a voice in the development of children's
palliative care services and provide them with the information and help they
need to access the best care and support.
ACT together – which
represents ACT’s aim to work with professionals and families to develop best
practice and campaign together for the development of integrated, equitable and
sustainable children's palliative care services.
ACT Now! – a call
to action to encourage families, professionals and the wider public to get
involved and help raise awareness of the needs of children, young people and
their families.
Lizzie Chambers, Chief Executive of ACT said: “Finding
the right language to describe our charity’s day to day work and mission is a
real challenge. Unfortunately the very nature of our sector means that we are
often bombarded with names, medical terms and jargon that are hard to relate to
and that people outside of the sector just don’t understand or that focus on the
terminal phase of palliative care.
As we entered
this exciting rebranding process we wanted a logo, strapline and image that
families and children would relate to, to avoid unfriendly language, and to
think about describing our mission in a way that would makes sense to all our
stakeholders. We also wanted to get people to think about these children and
young people’s lives in a different way. ‘Valuing short lives’ – sums up why
ACT is here, and is a reminder to all of us – to invest in children and
celebrate their life, no matter how short it may be.”
Anna Gill, who is a mother of a child
with a life-limiting condition added: “No words can reflect how hard it is to
see your child deteriorate in front of your eyes, no words can describe how it
feels to lose a child of any age by any means. I really welcome ACT’s new brand
and the carefully chosen words of its strapline which really does say the one
thing we all want - that our child’s life is truly valued, however short or
challenging it may be.”
To
find out more about ACT’s new brand visit www.act.org.uk or call
ACT on 0117 922 1556 or email myra@act.org.uk
