JourneyOnline
FROM MID August many Lifeline Community Care Queensland services became known as UnitingCare Community.
The change of name will more accurately reflect who the organisation is (part of UnitingCare Queensland and the Uniting Church) and provide transparency for stakeholders and clients.
UnitingCare Queensland CEO, Anne Cross, informed Journey that there will be no change to services and the Lifeline brand will not be lost.
Traditional Lifeline services such as telephone counselling, suicide prevention and Lifeline shops will continue under the Lifeline name and as part of the national Lifeline network and be operated in Queensland by UnitingCare Community.
Other services such as disability services, child protection services, refugee support programs, older person’s programs, women’s refuges and many others, have moved to the UnitingCare Community brand.
The decision to change the name was made because retaining it was no longer an option for a number of reasons.
“We have been developing and delivering programs and services for many years as part of the Lifeline Australia network, yet many of the services had very little to do with what sat within the suite of national Lifeline services,” she said.
“There were risks associated with the fact that we do not own the Lifeline brand and the UnitingCare Board and Executive believed that the Lifeline name didn’t accurately reflect who Lifeline Community Care Queensland was as an organisation.
“The focus on ‘Community’ is important as our work is all about supporting the wellbeing of individuals and families in the context of their community.
“It’s very outward looking and speaks strongly to our role in contributing to and building stronger communities.
“The decision to rebrand was made with the key objective of how best to continue to develop and deliver the professional and compassionate services we provide to Queensland communities every day,” she said.
Photo : UnitingCare Queensland CEO, Anne Cross, and UnitingCare Community Executive Director, Bob Gilkes, launch the rebrand. Photo courtesy of UnitingCare Community
