NCH, the UK’s largest children’s charity that helps the most vulnerable and excluded children achieve their full potential, is launching a revamped identity and powerful new fundraising as it re-brands to Action for Children.

As part of a multi million pound overhaul, London-based creative agency Baby Creative has devised the charity’s first advertising campaign in its 140-year history. The campaign will launch in 2009, aiming to drive awareness of what Action for Children does.

Baby Creative was briefed to handle the entire creative process following a pitch against six branding and design consultancies.

NCH's brand response agency Tangible Response has created a robust multi-media fundraising campaign to introduce the new branding to the NCH donor base as well as new potential supporters. Discrete testing of creative, audiences, asks and media channels using the new identity will be carried out during the Autumn for campaign roll out in the New Year.

The new logo will appear on all of the charity’s communications including its website and advertising from September. Baby Creative designed and built from scratch a entirely new ‘Brand Toolkit’ that acts as a complete set of guidelines on how the new brand should be used, including writing and imagery guides, multimedia and logo usage, co and sub branding and signage. The guidelines will take the form of a newly built website for use by all internal staff and partner agencies.

Following a brand audit, it was revealed that the NCH brand was unbalanced, unhealthy and in need of serious work and investment with only a 1% prompted awareness level in what is a highly competitive market.

Laurence Sassoon, managing partner, Baby Creative said: “Steering this root and branch level of change across a charity of this size cannot be underestimated – it is the depth and degree of cultural change the project represents that has been most challenging, but equally the most rewarding part of our role too”.

Adds Polly Neate, Director of Public Affairs & Communications, Action for Children: "We are a leading children's charity and support the most vulnerable children in many different ways across the whole of the UK and beyond - yet our awareness among the general public is very poor. We wanted to be a strong campaigning voice for the children and young people we serve, and this meant major change to develop an identity that reflected the best of the organisation.

Baby Creative has been instrumental, both in developing the new Brand itself but also generating support and excitement for the work across this very large and complex organisation. Their understanding of our values, culture and services has been seriously impressive. Thanks to a combination of strategic rigour and real creativity, we are now in a position to speak out about the work that we do. "

NCH was founded in 1869 and known for many years as the National Children’s Home. NCH helps over 178,000 children, young people and their families through nearly 500 projects across the UK. It also promotes social justice by lobbying and campaigning for change.

Today, NCH is the leading UK provider of family and community centres, children's services in rural areas, services for disabled children and their families, and services for young people leaving care.

Baby Creative is an independent communications agency offering brand and communications strategy and execution across all channels. Since its doors opened in 2003 it was media neutral and multi-disciplinary in its approach. Its award-winning creative founders have built an agency that has continued to place strong ideas and their surprising creative solutions as the agency's top priority for clients large and small. From brand strategy to website building, viral films to internal comms, graphic design to animation. Current clients include Action for Children, FOE, Greenpeace, RSPB, Bayer, Diageo, CPRE, Conquest International, Garden Organic, Litegreen.com, Enoughsenough.org.