Charity rethinks role in provision

    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
    literature.

    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
    role.

     

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