SSAFA’S NEW BRAND PUTS FAMILY FIRST

Armed Forces charity updates image to reach the Forces and their families.

On 10th April 2013, the RAF Coningsby In-Service Volunteers Branch of military charity SSAFA Forces Help changed its name to SSAFA as part of a rebrand aimed at improving awareness of the charity amongst members of the Forces community.

The rebrand is designed to help SSAFA reach more clients by describing the charity, and the support it provides, in a more clear and consistent way.
This is particularly important at a local level where SSAFA’s teams of trained volunteers work hard to ensure that help and advice are always close at hand.

SSAFA’s long history of supporting the Forces and their families has made it Britain’s most trusted charity1.  But a recent brand audit found that many people thought that the charity needed to modernise its identity to better reach its key audiences.  The charity is increasingly helping younger veterans, many of whom are in their 20s and 30s2.

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.

Flight Sergeant Lester Giles Chairman of SSAFA RAF Coningsby In-Service Committee 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.”

For more information, please contact:  Flight Sergeant Lester Giles on 01526 347428 or at CON-LS-MMF-FS@mod.uk

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