Help the Aged could set up low-level social care services as
part of a repositioning of its work around the needs of vulnerable,
as opposed to all, older people.
The changes, which include a new vision, mission statement and
logo, are based on research showing that most people did not know
what the charity did or stood for.
The black and yellow logo is already appearing on campaign and
information material, while its new commitment to “poverty,
isolation and neglect” among older people is prominent on all new
Steve Jones, director of communications and marketing at the
charity, said its campaigns and services, which include
information, advice and support, would be targeted at older people
in these groups.
He added: “What we haven’t done [so far] is deliver low-level
social care. But we are investigating how that may be possible and
how we might deliver it.”
The charity says this is in response to the trend for social
care to be limited to fewer people with acute conditions, at the
expense of those with emerging needs.
It has also created a director of community services, a brief
that covers all of the charity’s services. Sean Moran, who
previously worked in the banking sector, has been appointed to the