From next week the charity will be known as the London Early Years Foundation in a move to reflect its growth beyond the Westminster area and to highlight its work in other areas, such as training and research.
The charity, which was also once known as the Westminster Health Society, decided to change its name after research that it commissioned among parents and across the early years sector showed that few people were aware of its work outside of operating community nurseries.
June O'Sullivan, chief executive of the London Early Years Foundation, said, 'We did not used to have a proper marketing strategy, but when we started thinking about this more, it became clear that we needed to sort out our name so that people understand our organisation.
'Although we have a historical link to Westminster, we have taken on more and more contracts outside of this area. We found that people were always confusing us with the Children's Society, or with the children's department at Westminster Council.'
Ms O'Sulllivan added, 'We have had good feedback from parents, trustees and staff. Parents now realise all the extra things that our organisation does that their nursery fees help to pay for. They realise that we are a social enterprise and that we are trying to help deprived children.
'We do not have any plans to expand our childcare service beyond London, as we already have 33 boroughs to work from, and feel that we understand the city and how families in London live.'
The organisation is to celebrate its official relaunch as the London Early Years Foundation with a reception at its head office on Monday.
