National disability charity Action For Kids will use Ethos Public Relations to demonstrate the 'negative impact' NCH's name change could have on its own work.
NCH's relaunch in September is aimed at ensuring it is seen as an organisation that acts independently from government in a bid to increase its voluntary income.
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.
But Action For Kids has contacted its solicitors over NCH's name change. CEO Mike Hayes told PRWeek: 'We will be opposing the change as we have evidence that the public is confused by the similarity of the name to our own.
'We will be working with our PR consultants, Ethos Public Relations, to demonstrate the negative impact NCH's new name could have on our essential work.'
NCH said the words 'Action For Children' used to form part of its name in the 1990s and it was confident that its new brand would not impact on Action for Kids' position.
NCH launched its first policy campaign for ten years last October. Growing Strong highlights the importance of children's emotional wellbeing. The charity recently launched a partnership with BBC Writersroom to give children and young people the opportunity to gain creative experience through writers in residence. In the next couple of months, it is set to launch a campaign around the wellbeing of disabled young people.