The name change marks the start of a five-year marketing, public relations and fundraising strategy intended to raise the charity's public profile and increase its voluntary income.
Action for Children is holding two events this week in London and Glasgow to mark the relaunch. Events are also scheduled for Belfast and Cardiff in October.
The charity also today published a report on policy development for vulnerable children and young people over the past 21 years. As long as it takes: a new politics for children is critical of Government initiatives over the period, calling it a time of 'short-term, headline-driven policy churn, changing priorities and funding uncertainties'. It says that during this period there have been 400 major Government announcements relating to children and young people, 98 separate Acts of Parliament across the UK, and 77 initiatives.
The report calls for a cross-party group to be set up, which should produce a 21-year vision for children that all the main parties should sign up to. It says any that new initiative for children must be funded for at least six years, with exceptions only to be granted by the children's minister, and that every Government department and agency across the UK should have to examine how its policies impact on children and young people.
Action for Children also continues its work in children's centres and family centres (see this week's Nursery Chains supplement).
The charity opened its second children's centre in Barnstaple, Devon, which it will be managing on behalf of Devon County Council.
- For more information visit www.actionforchildren.org.uk.
