Variety Club, the 60-year-old children’s charity, is dropping ‘club’ from its name and rebranding as Variety in a bid to raise awareness of the organisation with younger audiences.
The charity is also introducing a new strapline: “Improving young lives every day” to better communicate what it does.
Variety discovered that it was not very well known amongst younger consumers, despite having high awareness among older audiences. Its market research also revealed that the word ‘club’ in the name was a barrier and it was perceived as exclusive members club rather than an inclusive charitable organisation.
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