Blood cancer charity Leukaemia & Lymphoma Research has announced it will change its name to Bloodwise in September, as part of a £125,000 rebrand.
The rebrand will come into effect at the start of the month and will coincide with Blood Cancer Awareness Month.
The charity took the decision to rebrand after finding that its old name “didn’t represent everyone” in the United Kingdom who suffer from blood cancers other than leukaemia and lymphoma.
The charity has spent the last two years working with creative agency Undivided to develop the name change and rebrand.
The launch will include a new website, which the organisation is calling a “one-stop digital hub” for blood cancer information. The name has already been registered with the Charity Commission.
This is the second time in five years that the organisation has changed its name, after switching from the Leukaemia Research Fund to its current guise in 2010.
Cathy Gilman, chief executive of Leukaemia & Lymphoma Research, said that the change to Bloodwise will also help raise awareness of the organisation and blood cancer in general.
“We believe Bloodwise will help us raise awareness of everything we do to help blood cancer patients," she said. "Currently fewer than one in 10 people affected by blood cancer use our services – many don’t know about the support we provide, or that we’re here for all blood cancer patients, not just those with leukaemia and lymphoma.”
"Bloodwise is short and easy to remember, which is vital when you’ve just been diagnosed with cancer and your world has been turned upside down. We love the name because it feels positive and hopeful, and it is inspired by our belief that life is a gift to be used wisely and lived fiercely."
According to the charity's website, the name change will also increase the organisation’s ability to fund medical research “because it will increase our fundraising capacity and raise awareness of our charity with potential funding partners”.
The charity, which employed 110 people as of March, had a total income according to the charity register of £21.6m last year and spending of £26.5m.
