Rowcroft Hospice Launches Rebrand and Major Awareness Campaign

PUBLISHED: 13:17 20 April 2012 | UPDATED: 14:12 26 January 2014

Rowcroft Hospice Launches  Rebrand and Major Awareness Campaign

Rowcroft Hospice Launches Rebrand and Major Awareness Campaign

Local charity Rowcroft Hospice is using its 30th Anniversary as a springboard from which to launch a rebrand and a major awareness campaign across South Devon.

Local charity Rowcroft Hospice is using its 30th Anniversary as a springboard from which to launch a rebrand and a major awareness campaign across South Devon.

In a coordinated bid to ensure that the full extent of its services is easily understood and fully accessible to patients and their families living in its 300 square mile catchment area, Rowcroft has invested in a bold and colourful new logo and a complete rebrand of its shops, website and literature.

Rowcrofts campaign objective is to transform and modernise the way they communicate the comprehensive range of services they offer, reaching out to support people with progressive, life-limiting illnesses from:

Dartmouth to Dawlish and as far as Buckfastleigh, Widecombe-in-the Moor and Bovey Tracey.

Rowcrofts Chief Executive Giles Charnaud is enthusiastic to make clear to all its many supporters and volunteers why this unprecedented new campaign is an essential investment for the future of this important local charity.

Giles explained, The decision to rebrand Rowcroft Hospice and launch a vibrant new awareness campaign has been taken because the recession is forcing charities to evolve and become much more business-like in order to continue their success. We have some truly wonderful supporters but there are still far too many people in our community who are unaware of the services we can provide.

Recent research indicates that less than 5% of the 280,000 population in Rowcrofts catchment area know that:

  • Rowcroft is a charity, completely independent of the NHS.

  • Rowcroft provides its services without charge.

  • Rowcrofts services reach out far from its base in Torquay.

  • It offers a multi-professional clinical and holistic service for patients and their families.

  • It is the only adult hospice serving the population of South Devon.

  • The Rowcroft Community Team work with patients & GPs early in the progressive, life-limiting diagnosis giving support throughout.

  • The nursing care provided within the inpatient unit, outpatient centre and indeed the community palliative care teams within peoples own homes is done so by Rowcroft nurses.

  • Over 60% of the patients cared for by Rowcroft are cared for within their community, rather than at the hospice itself.

  • Rowcroft Outpatient Services includes physiotherapy, occupational therapy, chronic oedema specialists, complementary therapy in addition to bereavement support, art, music and spiritual therapy.

  • The Rowcroft Hospice at Home service now provides care in the last two weeks of life, 24 hrs a day / 7 days a week, within patients own homes throughout South Devon.

The charitys contemporary new logo also includes a new strapline taking care further designed to reflect its ever-widening range of services and the fact that, Rowcroft will pro-actively reach out to support communities across South Devon and create a beacon of best practice.

Award-winning film-maker Jane Blanchard, whose husband died last year, spoke of the day Rowcroft nurses arrived at her home when she was struggling to support her husband Iain.

If only Id known about Rowcrofts wide range of services much sooner. Once the Rowcroft nurses did arrive they were wonderful but Iain and I missed out on much of the support that would have helped us so much. Thats why I am 100% behind this fantastic new awareness campaign; people do deserve to know whats available to help them when they need it most.

Another factor in the timing of the new Rowcroft campaign is that the new Health and Social Care Bill (NHS Reforms) will further enable organisations other than the NHS to provide health and social care services. Patients, alongside their GPs, will be able to select the most appropriate/acceptable Qualified Providers for their treatment/care. More than ever, Rowcroft Hospice needs to be a highly visible and recognisable provider of high quality palliative care for the people of South Devon.

Giles continued, We fully understand that some of our supporters have genuine concerns that the rebrand and awareness campaign budget of just under 200,000 is a considerable sum. Yes, its a big investment, but one that we believe is vital in terms of ensuring patients and their families throughout our region receive all the support they need. The funds for this new campaign have been drawn from invested reserves set aside for such purposes and will not come from any current fundraising activity.

The Rowcroft team has been carefully planning this highly professional campaign for a long period. The initiative is taking place at the same time that a complete set of new literature plus a new website and other communication tools such as promotional films were needed, making the whole exercise extremely cost-effective.

In addition to widening knowledge of Rowcrofts services, the new campaign is expected to greatly increase the number of supporters donating funds and running fundraising events on behalf of the charity. Two new short films have been recorded by Escape to the Country star Jules Hudson and these will be used extensively to promote awareness of the charitys services.

Giles continued, This is a major opportunity to secure Rowcrofts amazing work well into the future. Charities have no option but to operate in a much more business-like way these days and investing in effective communications has never been more important. We are very confident that the funds we have set aside for this major campaign will be repaid many times over. I would also like to reassure everyone that no Rowcroft services will be cut to fund the campaign and indeed we have recently expanded some services, with Hospice at Home now being available 24hrs a day / 7 days a week. We are so grateful to all our supporters who have helped us to come this far and we want them by our side as we invest positively in the future.

The Rowcroft team will be running drop in sessions for those who would like to know more or find answers to any questions. These sessions will take place at Rainbow House at Rowcroft Hospice, Avenue Road, Torquay TQ2 5LS , from 5 - 7pm on Tuesday 24th April, Monday 30th April and Monday 21st May.

For more information visit (New website launches Monday 23rd April 2012)

Photo by Mike Alsford

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