Naomi and Jack’s, formerly Naomi House & Jacksplace, has updated its name and brand following research that found many families misunderstood its purpose and thought it was only for end-of-life care.
This misconception, the charity found, prevented families from seeking support for children and young adults with life-limiting conditions.
Naomi and Jack’s new look (Image: Becca Pike/Naomi and Jack’s)
Mark Smith, chief executive of Naomi and Jack’s, said: “We needed to make our charity stand out from the crowd so families and young adults can access our care without boundaries, communities can help fund our crucial services, Jack’s Place can take equal prominence to Naomi House, and to raise awareness of the breadth of specialist services we provide.
“As our services have grown, the way we present ourselves hasn’t and this needed to change.
“I believe our new name, look and feel will help us to extend our reach to more families while enhancing the scope and accessibility of our services.”
Naomi and Jack’s offers palliative care, specialist short breaks, emergency respite, therapeutic support, community outreach, end-of-life care, and bereavement support for babies, children, and young adults across Dorset, Hampshire and the South West.
The charity’s research revealed that for many, the term “hospice” was a barrier.
One family told the charity: “The word ‘Hospice’ was a massive barrier, and it made us feel like we were giving up as parents.”
Another said: “We had visions of this only being end of life and it being a dark and sad place.”
The rebrand followed extensive consultation with more than 9,000 people, including families who use the service, staff, volunteers, supporters, trustees, and clinicians.
Young adults from Jack’s Place played a central role in shaping the charity’s new identity, selecting colours, typefaces, and design elements.
The new strapline, “Full lives, however short” has also been introduced.
Naomi and Jack’s van (Image: Becca Pike/Naomi and Jack’s)
Dr Mike Miller, patron of Naomi and Jack’s and a retired paediatric palliative care consultant, said: “Our strapline is ‘full lives, however short.’
“We offer so much that enriches the lives of the young adults and children we care for.
“We’re not all about end of life, we’re about living well.”
The charity now supports more than 600 families and must raise more than £9 million each year to continue providing its services, with less than 15 per cent of funding coming from the government.
Erika Lipscombe, director of care at Naomi and Jack’s, said: “Our vision is to provide access to compassionate support and expert palliative care, when and where families need it: at hospital, at home and at our hospice.”
To find out more about Naomi and Jack’s, visit their website.
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