NCH's rebrand causes conflict

The UK's largest children's charity NCH is changing its name to Action For Children, but the move has been met with opposition from a smaller charity with a similar name.

NCH: rebrand conflict
NCH: rebrand conflict

National disability charity Action For Kids will use Ethos Public Relations to demonstrate the 'negative impact' the change could have on its work.

NCH is relaunching in September to ensure it is seen as an organisation that acts independently from Government in a bid to increase its voluntary income. Currently 88 per cent of the charity's income is from statutory sources.

While the charity is well-known among professionals in the children's sector, it only has a one per cent unprompted awareness among the general public.

The charity is keen to get children talking to the media. 'Most charities talk on behalf of people. We want to give children the opportunity to speak up for themselves', said media relations manager Anna Macmillan.

National disability charity Action For Kids has contacted its solicitors over NCH's name change. CEO Mike Hayes told PRWeek: 'We are going to be opposing the change of name as we have evidence that the public are confused by the similarity of the name to our own.'

But NCH say it has a long association with the name from the 1990s and that it is confident the new brand will not impact Action For Kids' position.

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