SSAFA’s new brand puts families first


A charity which supported more than 300 forces veterans and their families in the West Midlands last year has changed its name and branding to help it reach more younger veterans – many in their 20s and 30s.
West Midlands North Branch of military charity SSAFA Forces Help changed its name to SSAFA in a rebrand aimed at improving awareness of it amongst members of the Forces community in Walsall, Dudley and Wolverhampton.
It aims to help SSAFA reach more clients by describing the charity, and the support it provides, in a more clear and consistent way.
SSAFA’s teams of trained volunteers work hard to ensure help and advice are always close at hand – work, along with its long history of supporting the Forces and their families has made it Britain’s most trusted charity[1].
A brand audit found many people thought that the charity needed to modernise its identity to better reach its key audiences as it is increasingly helping younger veterans, many in their 20s and 30s[2].
Families have always been at the heart of what SSAFA does and they have been put at the centre of the brand.  A new descriptive strapline reiterates the charity’s commitment to families as well as those who serve.  The change of name is supported by a modern new logo with a three-colour underline to represent the charity’s lifelong support to the Navy, Army and RAF.
Colonel David Hill Chairman of SSAFA West Midlands said: “These changes follow a long period of consultation with volunteers and staff as well as members of the military community.
“SSAFA has supported our Forces and their families for more than 125 years but the work we do now is more vital than ever before.
“It’s really important that those who serve and those who used to serve in our Forces know that SSAFA is here for them and their families for life, and is contactable on 01922 722778 or 01902 864030.”
  SSAFA provides lifelong support to anyone who is currently serving or has ever served in the Royal Navy, British Army or Royal Air Force and their families. Each year staff and 7,500 volunteers are there for more than 50,000 people, ranging from D-Day veterans to the families of young soldiers wounded in Afghanistan.
[1]  Charity Brand Index 2012 Third Sector Research
[2]  Last year, SSAFA supported 3,812 veterans and their families in their 20s and 30s.

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