Sir Al Aynsley-Green admits the name Office of the Children's Commissioner (OCC) has been a "total turn-off for young people". So today (16 May), just over two years after its creation, the Children's Commissioner for England rebrands his organisation as 11 Million, signifying the number of children and young people in the UK's dominant nation.
Costing 90,000, the rebrand is the culmination of six months of consultation, key to which has been a competition called Shout for young people to identify issues that concern them. "What struck us was the range of issues the young people were concerned about," says Aynsley-Green. "The thing that united them was their diversity."
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