UKHCA has announced a new brand identity at a time of “significant opportunity for transformation” in the home care sector.
The organisation, which represents over 2,000 home care providers across the UK, has been renamed as the Homecare Association and has launched a new logo and website.
Explaining the move, CEO Jane Townson said: “As we emerge from the pandemic, during which care at home proved its value and importance to all of us every day, home care is experiencing a moment in time where there is significant opportunity for transformation.
“And that’s why, as a symbol of this transformation we are renewing our brand and identity, which will build on the experiences and insights we have gained over thirty years as UKHCA, whilst giving us a modern platform to create a clearer and stronger voice for homecare.”
The Homecare Association said reaction to the government’s recent funding announcements for social care have reinforced the vital role home care plays in enabling people to live well at home and flourish in their communities.
Townson continued: “We won’t stop making sure the importance and value of care at home is recognised and receives the investment it deserves.
“We’ll take the lead in shaping homecare – but we know that no one organisation can do this alone. That’s why at the heart of our new brand is the idea of Shaping homecare together.
“It will be vital that we all work together – Homecare Association members, our sector partners stakeholders and governments – on our mission to ensure that homecare is valued, so that we can all live well and flourish in our communities.”
The Homecare Association’s call, as it launches its new brand, is: let’s create power in numbers; let’s stand together, to make what matters stand out; and let’s shape homecare together.”