The name change marks the start of a five-year marketing, public relations and fundraising strategy intended to raise the charity's public profile and increase its voluntary income.
Action for Children is holding two events this week in London and Glasgow to mark the relaunch. Events are also scheduled for Belfast and Cardiff in October.
The charity also today published a report on policy development for vulnerable children and young people over the past 21 years. As long as it takes: a new politics for children is critical of Government initiatives over the period, calling it a time of 'short-term, headline-driven policy churn, changing priorities and funding uncertainties'. It says that during this period there have been 400 major Government announcements relating to children and young people, 98 separate Acts of Parliament across the UK, and 77 initiatives.
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