Action for Children is one of the UK’s largest children’s charities. The charity’s 7,000 staff and volunteers operate over 476 services, improving the lives of 387,000 children, teenagers, parents and carers every year.
In October 2018, Action for Children appointed Agency ASHA to develop a clear, simple and engaging expression of who they are, what they do and the positive solutions they bring to families and children across the UK.
ASHA has created a new signature mark in the shape of a star, to enable the charity to clearly badge its many services and activities while a new tone of voice, strategy and positioning will enable the charity to engage better with a wide range of audiences from young parents to Westminster MPs.
The new brand is being rolled out across the organisation in flagship applications including a brand film and internal brand book, policy reports, signage and templates for the website and brand collateral. CEO Julie Bentley has appeared on BBC News to launch the new brand as part of the Choose Childhood campaign which aims to raise awareness of the challenges facing children in the UK today.
“It’s a simple statement of truth that expresses the essence of who they are and how they work. This sense of family permeates throughout the organisation through its staff and all its services. It’s unique to the organisation. It’s what sets Action for Children apart. This concept was the foundation for the creation of a distinctive tone of voice, a series of defining brand principles, the new brand signature and icon”
Marksteen Adamson – Agency ASHA
To reflect this unique family sense, ASHA developed principles for a new tone of voice that is warm, straightforward and relevant when identifying products and services using language that seeks to engage with people as they would a member of their own family.
“It’s really important that we’re able to talk about our work in the same voice. It’s much warmer, much friendlier. We can talk to corporate partners. We can talk to government. We can talk to mums and dads. We can talk to carers. We can talk to children and young people.”
Nick Jones – Managing Director of Fundraising, Communications and Policy – Action for Children