Upfront Business Development
Company News
International charity rebrands to reflect change of focus
International development charity rebrands to reflect the charity’s change of focus.
World Emergency Relief (WER) has rebranded to ‘emerge poverty free’ to better reflect its work on sustainable development that is being pushed to the forefront. The charity will still provide disaster relief where appropriate.
Its new name is an expression of hope and optimism said chief executive Alex Haxton. Making the world “poverty free” is an achievable goal he added.
The charity will continue to work together with people, communities and organisations around the world to bring the vision of a world that is poverty free.
emerge poverty free opted for a “no-nonsense approach” to the launch, rather than spending much needed funds on an event. Haxton and his staff have taken to the streets to raise money for its projects and to talk about their work.
Haxton and team will be at Holborn Station today (20 June 2011), Bromley by Bow on the 21st, Canary Wharf on the 22nd and Aldgate East on the 23rd collecting cash donations and handing out information about emerge poverty free.
The £30,000 rebrand launch is to be phased with promotional materials sent to existing supporters will use joint branding, but new supporters will be sent only material that uses the new branding.
The charity kept the cost of the rebrand low using a marketing agency and consultancy on a pro bono basis.
Haxton said: "It was a tough decision for the board. But a brand is all about integrity and should represent a cause’s aims and ambitions. World Emergency Relief just did not adequately describe the organisation that WER has become, so the need for change was really clear."
