Leukaemia & Lymphoma Research set to take on all-encompassing new name

Blood cancer charity Leukaemia & Lymphoma Research is changing its name to Bloodwise in a bid to “embrace all blood cancer patients”, the organisation says.

The charity, being rebranded by consultancy Undivided, will roll out its new look ahead of Blood Cancer Awareness Month in September.

The £125,000 two-year project includes a new website, bloodwise.org.uk, which will launch at the same time as the name change.

The charity hopes the rebrand will help blood cancer patients feel more “part of a community”, and will provide an online resource that will enable them to access information and support.

“Because there are so many types of blood cancer with different names and symptoms, our patients don’t have a sense of shared identity,” the charity says. “Some don’t even see themselves as cancer patients. While there are lots of great organisations out there, most focus on individual diseases, meaning that patients can often feel isolated.”

They add: “We wanted a name that shows we’re here for all blood cancer patients, their families and friends. Bloodwise is simple, short and easy to remember, and we love it because it feels positive and hopeful.”

Accompanying the rebrand is a new signposting service, which will act as an information hub and support platform for patients and carers, and a blood cancer awareness campaign that is set to launch in September.

“The current name wasn’t reflecting the line up of patients involved with the charity,” says Stefan Terry, managing and strategy director at Undivided. “Over the last year, we have been helping the organisation expand its remit from pure research and reposition itself towards patient benefit, understanding lifestyles and acknowledging many types of blood cancer.”

Leukaemia & Lymphoma Research, founded in 1960, previously underwent a rebrand in 2010 when it changed its name from Leukaemia Research Fund.