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Generous gift helps hospice to re-brand

11 April 2018

An international marketing agency has gifted a hospice with a re-brand.

Stephen Izatt, who runs the award-winning agency Thinkfarm, has helped Earl Mountbatten Hospice on the Isle of Wight come up with a new name and to better tell the story of how their fundraising supports patients and families. Working with Luisa Parsons, an Island-based member of his team who has personal experience of care from the hospice, a new name and look has been created to reflect their growing services.

As of April 3, the whole organisation that was Earl Mountbatten Hospice became known as ‘Mountbatten.’ The word hospice is still used where it refers to the building in Newport, ‘Mountbatten Hospice’. The ten hospice shops have become more local and relevant to their local populations through the use of their town’s name in the shop title, for example ‘Mountbatten Ryde’, ‘Mountbatten Ventnor’ and so on. Care at Home teams are now known as ‘Mountbatten at Home’, and nurses and carers who work across the organisation are known as ‘Mountbatten Nurses’ and ‘Mountbatten Carers’.

Nigel Hartley, Chief Executive, said:

“Often you hear people say ‘the hospice’ when they talk about our service and usually they mean the 16 beds at our building in Newport. But this is just the tip of the iceberg of what we do. Recently someone mentioned to me that they do not support us as they believe that £7m per annum for 16 beds is rather expensive. We have to help people to understand the growing breadth of what we offer.

“Thanks to our Island’s fantastic fundraising support, on any one day we also provide 24/7 care to over 650 people who are facing death and dying in their own homes. This number continues to grow, through our new and innovative services such as the Mountbatten Coordination Centre and our expanding domiciliary (personal) care services, where we are supporting hundreds more people. People also do not realise that we have our own team based at St Mary’s Hospital, providing education programmes for professionals and supporting hundreds of patients to return home to the places they live as quickly as possible.

“It is also important to understand that we have never solely cared for people with cancer. Every day, our experts support those living with cancer, but also older people living with increasing frailty, those living with dementia (which is now confirmed as the biggest cause of death across the UK), heart failure and other more long-term life threatening illness. Through our Mountbatten Coordination Centre, we are able to reach Islanders much sooner in their illness, so we can better plan together for their future care and make sure their wishes are known. Our Island-wide bereavement service caters for all ages, including children, and for anyone who has been bereaved, wherever the death may have occurred, even if not under the care of Mountbatten.”

Alongside the new name, the logo has been simplified and a new strapline has been added describing the three core elements of Mountbatten’s work: living, dying, remembering.

As well as encouraging Islanders to think of services differently, the new look also aims to encourage people to really think about their own futures. Hartley said:

“Our core message is that we want to create and to support a community who can be much more ‘at ease’ with death, dying and bereavement. Most of our work at Mountbatten involves crises management, where people have not given much thought to what they need when they approach the end of life. We must change this, as we know that early planning and open conversation can really change people’s experiences. It is always difficult, and we understand that it is so much easier to avoid talking about it, but we will all die and we will all be bereaved.

“Our work around this includes a social programme to encourage everyone to use our hospice building in Newport and to not be afraid. Although only a part of our work happens here, we have an amazing building, which we want to use to its full potential. Our Sunflower Café is open to the general public seven days a week, and weekly events such as our Community Choir, Death Chat groups and concerts provide the opportunity for people to come and experience our kindness and welcome, whilst changing perceptions about who we are and what we do.”

Stephen Izatt said:

“It has been a delight to work with Nigel and the team to develop a new brand identity and messaging that helps them communicate the diversity of support delivered by the Mountbatten team into our Island communities. Charity fundraising is a competitive business. We sincerely hope that applying our thinking and experience from the commercial world will help to encourage much-needed donations.”

Hartley concluded: “There are two important messages here; the first is that this positive and purposeful change has only been made possible by people’s generosity. The second and more vital message is that we will use this opportunity to really enable our local community to understand everything that we offer, and where your fundraising goes. You can also expect us to be a bit more direct with our fundraising. Our work is our message and what we do really matters. We therefore need your support in the years to come. Help us to continue and to grow, so that we will be here for everyone when they need us. On behalf of our patients, their families and carers, our staff and volunteers, a heartfelt “thank you”.

For more information visit Mountbatten

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