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New carers charity brand unveiled

27 April 2012

Carers Trust, the new charity formed by the merger of The Princess Royal Trust for Carers and Crossroads Care, unveiled its new brand this week which was developed with Forster since November.

Carers Trust provides support, information, advice and services for the millions of people caring at home for a family member or friend.  We worked closely with them to create their new name and brand, after a period of consultation with staff, network partners and the general public.

Over the next 30 years, the number of carers will increase by 3.4 million (around 60%), making the role of charity’s like Carers Trust increasingly important.

The key challenge was to create a name and brand that reflected the wide range of service and support that the new charity offers. The name Carers Trust shows that this a charity for carers, with the strapline ‘action, help, advice’ demonstrating that the charity stands up and speaks out for carers as well as offering practical and emotional support.

Anne Roberts, Chief Executive of Carers Trust said:

“In order to develop a brand for the new organisation Forster had to get under the skin of the two founder charities to create a new name and identity that expressed our joint ambition for Carers Trust.”

The first action of the new charity has been to commission a report to highlight the plight of carers in the UK.

Sonya Roberts, Head of Communications, said:

“The strategic work that Forster did with us really helped us articulate our USP as a charity. This gave us the right springboard for commissioning this important piece of research about the struggle that unpaid carers are facing. The new organisation is going to lead the agenda on improving the lives of unpaid carers and ensuring that the right services are there for them.”

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