'Government focus and investment has increased the profile of the substance abuse problem, and it's important to ride on the crest of this wave of public attention,' said Baker. 'I will be looking at our profile with the public, stakeholders and the public sector, and will be reviewing our branding, fundraising strategies and business development.'
Though Baker said it was too early to comment on any new name, she admitted the charity's current branding 'does not reflect the organisation's dynamism and diversity of its services'.
Baker recently implemented New Zealand's first depression awareness campaign when she was fundraising and marketing director of the country's Mental Health Foundation.
Last year she worked on street marketing for the Government's 'Frank' drug awareness campaign while acting as a consultant for The Forster Company.