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| Acorns Children's Hospice Trust - Brand Awareness Study |
| Acorns Children’s Hospice Trust opened its first hospice in 1988 and has since helped over eleven hundred life-limited children and their families across the West Midlands. Acorns cares for children who are not expected to live until adulthood by providing holistic care, with physical, social, emotional and spiritual dimensions. |
| The charity has three hospices, one in Selly Oak, one in Walsall and a brand new purpose built facility in Worcester. It also has a community team working at home with families, who are on call 24 hours a day, seven days a week, offering families practical help and emotional support. Other employees include care team staff, which comprise experienced nurses, social workers, care assistants, physiotherapists and an activities organiser. There are also support staff, such as cooks and housekeepers and more than 230 care volunteers. |
| Besides the hospices, Acorns also has 35 charity shops across the region and these are run by paid members of staff who rely on a team of volunteers for support and donations of stock from the public. Volunteers play an important role as fundraisers, events organisers and administrative helpers, with some working for a couple of hours and others almost full-time. |
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The Trust wished to gain a greater understanding of its brand identity across the West Midlands in order to help shape its future marketing activities. Research by Design Ltd was commissioned to undertake a two phase study. The first phase involved focus group discussions with committed and casual Acorns donors and the second phase was a wider quantitative in-street survey with members of the public.
The aims of the study included measuring prompted and unprompted awareness and recognition of Acorns Children’s Hospice Trust and its brand identity, determining the extent to which the Trust’s charity shops are considered to be an integral part of the brand and impact on the Trust’s awareness and establishing the likely impact that any change in branding could have on recognition.
Click here to find out more about the Trust.
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