Save the Children Australia has announced a new brand identity for its Australian service delivery division, which this week began operating with a new name, look and feel as ’54 reasons’ in response to feedback from local children and communities, Mirage News reports.
The leading global child rights agency created the new name to reflect the unique services it delivers in Australia and the views of Australian children who asked for something of their own, distinct from programs provided around the world.
As a core part of Save the Children Australia, 54 reasons exists to give a powerful voice to children in Australia, generate systemic change, and provide the high-quality services children need to fulfil their rights.
This is represented in the name 54 reasons, which stands for the 54 articles of the UN Convention on the Rights of the Child. The precursor to the landmark international treaty was drafted a century ago by Save the Children founder Eglantyne Jebb, who fearlessly advocated for children suffering across Europe in the aftermath of the First World War.
Matt Gardiner, who becomes 54 reasons CEO after three years as Managing Director of Save the Children’s Australian Services, said:
“We listened to the views of the children we work with, and we’ve acted. This change reflects our commitment to keeping children’s voices at the centre of everything that we do.
“54 reasons represents our founding story – one of great courage and determination to uphold children’s rights – and renews our commitment to Australian children in the strongest possible terms.
54 reasons works in almost 200 communities and locations in every state and territory, delivering quality services to children and families to support child development, diverting young people from the justice system, responding to domestic and family violence, and amplifying children’s voice and participation in decision making.
FULL STORY
Save Children Australia’s local services to become known as 54 reasons (Mirage News)
PHOTO