Save the Children Australia has announced a new brand identity for its Australian service delivery division, which this week began operating with a new name, look and feel as ‘54 reasons’ in response to feedback from local children and communities.
The leading global child rights agency created the new name to reflect the unique services it delivers in Australia and the views of Australian children who asked for something of their own, distinct from programs provided around the world.
As a core part of Save the Children Australia, 54 reasons exists to give a powerful voice to children in Australia, generate systemic change, and provide the high-quality services children need to fulfil their rights.
This is represented in the name 54 reasons, which stands for the 54 articles of the UN Convention on the Rights of the Child. The precursor to the landmark international treaty was drafted a century ago by Save the Children founder Eglantyne Jebb, who fearlessly advocated for children suffering across Europe in the aftermath of the First World War.
Matt Gardiner, who becomes 54 reasons CEO after three years as Managing Director of Save the Children’s Australian Services, said:
“We listened to the views of the children we work with, and we’ve acted. This change reflects our commitment to keeping children’s voices at the centre of everything that we do.
“54 reasons represents our founding story – one of great courage and determination to uphold children’s rights – and renews our commitment to Australian children in the strongest possible terms.
“We’ve paired the new name with a look and feel that is accessible, contemporary and engaging for children.
“With this change, we draw on decades of advocacy and service delivery experience to strengthen our focus on making rights real for children in Australia.
“This is an exciting new chapter in our long history working with children and their communities across Australia. It’s also a logical next step in our evolution as an organisation.
“54 reasons will remain an integral part of the Save the Children Australia Group, fully committed to the broader organisation’s proud legacy of fearlessly defending children’s rights, both here and around the world.”
The Save the Children Australia Group operates development and humanitarian programs in the Pacific and globally, and also includes digital learning hub Library for All, child safeguarding organisation ChildWise and education technology social enterprise Inclusiv Education.
Save the Children directly reaches tens of millions of children across about 120 countries, ensuring they have access to healthcare, food and shelter, as well as learning and child protection services.
54 reasons works in almost 200 communities and locations in every state and territory, delivering quality services to children and families to support child development, diverting young people from the justice system, responding to domestic and family violence, and amplifying children’s voice and participation in decision making.
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