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NFPs Tackle Transformations


3 October 2013 at 10:56 am
Lina Caneva
Two already recognisable Not for Profit health organisations, Uniting Aged Care and HCF, have recently taken on the big task of refreshing their brands in a bid to refocus their connection to consumers.

Lina Caneva | 3 October 2013 at 10:56 am


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NFPs Tackle Transformations
3 October 2013 at 10:56 am

Two already recognisable Not for Profit health organisations, Uniting Aged Care and HCF, have recently taken on the big task of refreshing their brands in a bid to refocus their connection to consumers.

Uniting Aged Care, a leading aged-care provider in Victoria and Tasmania, has had a complete makeover and is now called Uniting AgeWell. The organisation began its rebrand in 2010, with extensive consultation with its residents, clients and the broader community.

Uniting AgeWell Chief Executive Sharon Donovan said it reflected the organisation’s focus on meeting the needs and aspirations of older people in the 21st century.

“The feedback told us three things,” Donovan said. “Older people do not want to be seen as only needing care; they want to be seen as continuing to contribute and connect to their community.  

“They also want to remain as well as possible as they age.  And we discovered that seniors really want to change community perceptions about getting older.  We hope that Uniting AgeWell can help them do that.”

She said the word ‘Uniting’ was retained in the name because it demonstrated that the organisation was proud to be a part of the Uniting Church in Australia.

“And we feel that the term ‘AgeWell’ opens up a new kind of conversation, and shifts the focus from ‘care’ to ‘wellbeing and independence' and accessing care as needed for older people.  It is already shaping the way our organisation plans and delivers its services,” she said.

“Our AgeWell approach extends and connects all existing services – including residential aged care – into a way of working which promotes ageing well, which follows the biological ageing journey, and which gives our clients choice, independence, flexibility, and community.

“Our system is designed to enable people to determine what services they need, and when and where those services will be delivered.”

After more than 20 years, one of the country’s biggest Not for Profit health insurers, HCF has refreshed its brand.

According to HCF research, the fund, while highly trusted among members, has not been seen in the broader community as forward-looking despite its track record in benefit, innovation and service delivery.

The updated brand logo was designed to “encourage Australians to take a fresh look at HCF and its history of innovation”.

HCF’s Managing Director Shaun Larkin said the revitalised brand was more than a new visual identity.

“It signals a wider evolution of our organisation and captures the spirit of our commitment to leading our industry,” he said.

“We are actively positioning a HCF membership as a passport to a healthier life.”

HCF’s General Manager for Sales and Marketing, Danny Saksida, said HCF was an iconic Australian brand with an 80-year heritage.

“That is a strength for us, but we are always looking forward and innovating to provide the best for our members. Our new identity acknowledges our heritage while also seeking to engage with people who may not know much about us,” Saksida said.

“We’re really excited the new brand will show Australians the fresh and innovative side of HCF.”

HCF is Australia’s third-largest private health insurer and as a Not-for-Profit health insurer, operates for the benefit of members.


Lina Caneva  |  Editor  |  @ProBonoNews

Lina Caneva has been a journalist for more than 35 years. She was the editor of Pro Bono Australia News from when it was founded in 2000 until 2018.

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