RNID Considers Name-Change in £260,000 Re-brand.

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Published on:

2010-08-06 07:53:30

By Kacie Morgan

The Royal National Institute for Deaf People (RNID) is considering a name-change as part of a £260,000 re-brand.

Chief Executive Jackie Ballard claimed in a live chat on Twitter that evidence had suggested that the current name was “not well recognised and is a barrier to people who are hard of hearing.”

She expressed concern that some people might not know what the existing abbreviated name actually means. The change would be just one part of the re-branding process, which will also see the introduction of a new website by 2011.

In defence of the move, Sherine Krause, Managing Director of External Engagement at the RNID, said the decision had been informed by six months of market research involving over three thousand people.

“The public generally aren't very aware of us and often confuse us with other charities with similar names,” said Mrs. Krause, noting that RNID is often confused with RNIB, a UK charity that supports blind and partially-sighted people.

She continued, “Because of the D in our name they assume, incorrectly, that we're just here to support people who are deaf. This means people with a hearing loss don't think we're relevant for them and are needlessly struggling with the effects of hearing loss, when we could be helping them.”

Although RNID are already alleged to be in a tight financial situation, Mrs. Ballard said, “In a nutshell we think (and our research shows) that finance may get tighter if we do not broaden our appeal.”

Currently, RNID are unable to comment further on how the money allocated to the name-change would be spent.