Why has “care” been removed from Uniting’s name?
Whilst care and compassion are fundamental to Uniting’s services, their focus is on enabling people to live fulfilling and productive lives. Research undertaken by Uniting told them that ‘care’ was seen as patronising by many of the people they support. They do more than care and the name reflects this.
Uniting is an existing identity that has the support of UnitingCare Australia. It is also inclusive of 21 UnitingCare agencies and Wesley Mission Victoria and Share.
From research conducted when the Uniting brand was being developed, it was concluded that ‘care’ is now seen as inaccurate, considering their focus is on enabling people to live full and productive lives, as generic in their line of services and as insufficient as they deliver more than care.
UnitingAgeWell in Victoria dropped “care” from their name nearly four years ago.
Across the UnitingCare network nationally, there is broad consensus that it is time to leave the word ‘care’ in the past. It is seen as:
- Inaccurate: The name ‘care’ is no longer the best description of how they serve their people. While they do care, their focus is on enabling people to live full and productive lives. The internal research showed that the word ‘care’ was seen as patronising and paternalistic by many of the people they serve in aged care and in disability services.
- Generic: ‘Care’ is a generic word in Uniting’s line of services, causing confusion and a lack of differentiation for their organisation. They look and sound similar to Anglicare, Catholic Care and Baptist Care. That means referrers, funders, potential employees and the people they serve mix them up and can’t tell the difference between them.
- Insufficient: As an organisation, they do more than provide ‘care’. Social advocacy for example is a critical part of the work they do and it’s not best described as care.
Where is the Church in the logo?
The logo is a connection to Uniting’s heritage. The ‘i’s reflect the people they support and the ‘t’ reflects Christ and their connection to the Church. They bring people together through their Christian foundation. The underline reflects their emphasis on action.