Overview
Bereaved Parent Support NT (formerly known as SIDS and Kids NT) provides support for those who experience the unexpected death of a baby or child (from conception through to 18 years of age). They provide training and resources to healthcare professionals, infant safe sleeping information, grief support groups, free counseling and other relevant community services.
The name “Bereaved Parent Support NT” was chosen quickly when SIDS and Kids re-branded nationally to Red Nose, and the NT branch chose to separate from the national brand. Bereaved Parent Support NT (formerly SIDS and Kids) is proving to be a bit of a mouthful so a new name was necessary to help continue growth and awareness of the association and develop its own unique identity in the Northern Territory.
Target Audience
Bereaved Parent Support NT (BPSNT) works with anyone in the Northern Territory that needs support. This ranges from families (including children, parents and grandparents), community members, friends, colleagues and healthcare professionals and other relevant organisations. BPSNT clients come from many different cultural backgrounds and English may not be their first language. To meet the needs of the target audience the new name must appeal to, and be easily understood by a broad demographic. Long, complex or difficult to spell names should be avoided in favor of shorter, simpler options.
The Result
The name Amber was chosen for a variety of reasons. Amber is associated with preservation. This could be seen as preserving a memory or capturing a moment in time. Amber is the gem of the lonely or grieving, and historically has been used to honor the dead in funerals or placed in a tomb to guard the soul in the afterlife. Amber is known as a protective stone for children, and throughout history was strung as beads and placed around their neck to keep them from harm.
The colour Amber is warming and comforting. It is the colour of a candle flame, which creates a subtle connection it to the Light the Lagoon event. Being a person’s name, Amber could be helpful to those seeking confidentiality and ease the stigma around asking for help. For example instead of talking on the phone to a counselor you’re just talking to a friend, Amber.
Project Deliverables
Brand strategy workshops, naming workshops, community consultations, naming, defining brand mission vision and values, logo design, brand guidelines, website style guide, design of marketing collateral such as stationary, brochures, banners and merchandise.
Project completed while at Campaign Edge Sprout.