Campaigns: CIPR Award - Internal Communications - NCH gets staff behind name change

Campaign: From NCH to Action for Children
Client: Action for Children
PR team: In-house
Budget: Less than £100,000

In 2008, children's charity NCH rebranded as Action for Children.

Objectives

- Prepare 7,000 staff and volunteers to champion the name change ahead of an external launch

- Overcome the fact 63 per cent of staff felt the NCH brand should be retained

- Overcome a fear that changing the name would sacrifice 139 years of heritage.

Strategy and plan

Previous attempts to change the brand had been unsuccessful owing to a lack of strategy internally. The in-house team produced a print and multimedia strategy that helped drum up excitement about 'switchover day'. On 'switchover day' itself staff dressed in new brand colours, ate branded cakes and made bunting. The comms team also ran a 'switchover day hotline' during the week after the rebrand.

Measurement and evaluation

There were 1,112 hits to a webpage revealing the new logo and 32 questions were posted on an online forum. A staff survey a month after generated 962 responses.

Results

Through the survey, 94 per cent of staff said it was important for them to support the rebranding and 62 per cent said they were more aware of the organisation's values. In total 64 per cent felt more responsible for how others saw the organisation.

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