All change for disability outfit

Disability charity Grooms-Shaftesbury is changing its name and embarking upon a major campaign to promote it as more dynamic.

The charity, which was formed in a merger between John Grooms and the Shaftesbury Society last year, will now be called Livability.

It has brought in former Camelot comms manager Avis Johns to help with the re-brand. She will work alongside the in-house campaigns and comms teams, both of which are overseen by director of comms John Chamberlain.

The charity is changing its brand identity in an attempt to be seen as an inclusive Christian charity that is more forward-looking and approachable. It also wants to become better-known for its campaigning work.

To coincide with the change, the charity will launch a major campaign at the end of April that will highlight the struggle young disabled people face trying to realise their aspirations. It is planned that the campaign will be launched at an event with MPs present.

The team is targeting the Christian press and social care press as a way of reaching potential supporters and service users. It is also in talks with marketing and disability press about the re-brand.

The campaign will also feature tube advertising, inserts, online marketing, a podcast that will be distributed to the media and MPs, as well as guerrilla marketing activities.

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