# NCH challenged over rebranding

- Link: https://fundraising.co.uk/2008/06/13/nch-challenged-over-rebranding/
- Published: 2008-06-13T14:46:19+01:00
- Author: Howard Lake

NCH is being challenged over its decision to rebrand as Action for Children.

National disability charity Action For Kids, which is also based in North London,
is opposing NCH’s intention to change its name because of the potential confusion
between the two charities.

From 1994 to 2000 NCH was known as NCH Action for Children, but dropped the last
three words to become known as NCH. [Action For Kids](http://www.actionforkids.org)
has been in existence since 1992.

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It says it knew of confusion between 1994 and 2000 and had challenged the ‘Action
for Children’ part of NCH’s identity. A spokeswoman said that the charity knew of
at least one instances where a cheque for a legacy had been sent by a solicitor 
to the wrong charity and that they wanted to make sure this could not happen again.

According to chief executive Mike Hayes Action for Kids: “We are currently working
with our solicitors on how best to prevent this name change and will be communicating
our views to the Charity Commission. IN addition, we will be workign with our PR
consultants to demonstrate the negative impact their new name could have on our 
essential work.”

NCH has released a statement which says it has had a long association with the name‘
Action for Children’. The statement says: “We have researched this work extensively
and as part of our preparation have written to Action For Kids about our name change.
We are confident of being able to reassure them that our distinct brand and clear
identity at the time of our formal launch will not impact on their position.

“We know of no evidence to suggest the decision to stop using the ‘Action for Children’
name in the year 2000 had anything to do with perceived confusions with other charities.”

www.nch.org.uk

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