The British Heart Foundation is to roll out new branding as part of a revamped fundraising strategy, its director of fundraising has revealed.
Speaking to Fundraising Magazine, Amanda Bringans, director of fundraising, said that the British Heart Foundation’s new branding will feature “more warmth, more emotion and a slightly different look and feel” and the new tagline: “We Want to Beat Heartbreak Forever”.
“The public are going to see a shift in the way that the BHF talks about itself. We’ll have a new brand promise, which is ‘We Want to Beat Heartbreak Forever’. You’ll see more warmth, more emotion. You’ll also see a slightly different look and feel. It’s going to be more vibrant and exciting as well,” said Bringans.
She said the reason that that charity was undertaking this rebrand was to more strongly make the link between the medical research it does and the effect that has for the public.
“The reason for the rebrand is about making the link between the research that we do and the impact that it has on the patients,” she said.
The new promise and rebranding will be launched “later in the summer”.
A spokeswoman for the British Heart Foundation added: “Beat Heartbreak Forever is our new brand promise and aims to give people a better understanding of what we do, why we do it, and why their support matters so much.
“This new promise enables us to talk about some of the other conditions that we already fund research into, like stroke, vascular dementia and diabetes, to help people better understand the full scale of heart and circulatory diseases and broaden our appeal.
“Heart and circulatory disease remains a big issue, claiming the life of one person every three minutes in the UK. We need to work hard to ensure we get support from the public, to increase their awareness of the devastation these conditions cause and increase their propensity to give their time and money to support the BHF’s life saving research.”
Fundraising Magazine subscribers can read the full interview here.
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