NCH is to rename itself Action for Children after research it commissioned found just one per cent of the public were aware of the charity. The relaunch will be backed by a major advertising campaign and is part of a wider restructuring programme. NCH's income for 2006/07 was £202.2m - the highest of any UK children's charity.
Polly Neate, the charity's executive director of public affairs and communications, told CYP Now: "Our audit of the brand found just one per cent public awareness of NCH and there was low recognition among commissioners of services.
"We did a lot of research before deciding on the new name, which we feel is needed to give the charity a more recognisable and clearer identity."
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