CHILDREN’S CHARITY ‘I CAN’ RE BRANDS AS SPEECH AND LANGUAGE UK: CHANGING YOUNG LIVES
Embargoed until 00.01, 12th October 2022
On 12th October 2022, I CAN the children’s communication charity is to rebrand and change its name to Speech and Language UK: Changing young lives in its 134th year.
The charity is changing its name, vision and mission as part of a wider ambition to reach more of the 1.7 million children* who have challenges with talking and understanding words.
Last year the charity supported over 65,000 children, young people and their families, with more than 50% of children caught up with their peers after taking part in one of Speech and Language UK’s partner delivered programmes Talk Boost and the charity wants to close the gap between the number of children it reaches and the number who need help.
As part of the rebrand process, Speech and Language UK worked with brand and creative agency, Studio Texture, to deliver on a revised brand positioning plus look and feel. Studio Texture helped get to the heart of the charity and shone a light on the expertise and real difference made to young lives. Speech and Language UK conducted research with families, children and young people that the charity supports and also people who had not heard of I CAN to understand how the brand needed to work now and in the future.
The new brand refresh coincides with the launch of a refreshed website, which includes a variety of support for families and young people, educators and professionals who work with children and young people. The charity will be consulting families, young people and educational professionals on its new strategy later this autumn.
Jane Harris, Chief Executive of Speech and Language UK: Changing young lives, said:
“Following the covid pandemic, it is more urgent than ever that we reach more of the 1.7 million children who need our help. Without the right support, these children will struggle to learn to read, write and do maths as well as being at higher risk of mental health problems and unemployment. We needed a new name and brand to allow families, young people and educational professionals to find us when they need us.
Families and educational professionals have told us they value the tools and training we provide to schools and nurseries, as well as the advice and guidance we give directly to families. They also told us they want us to put more pressure on politicians to fix a broken system for children with speech and language challenges.
We remain proud of our heritage and our work over the last 134 years, first to help a range of disabled children and now to focus more explicitly on children with challenges in talking and understanding words.”
Speech and Language UK: Changing young lives is committed to ensuring that every child who is facing challenges with talking and understanding words can look to the future with confidence.
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Notes to editors
*In June 2022, Speech and Language UK commissioned a poll of over 1,000 teachers to uncover the impact the pandemic had on children’s ability to talk and understand words. Teachers told us that the Government wasn’t providing enough support for children in this area, and we now estimate as many as 1.7 million children are now at risk of not being able to talk or understand words at an age-appropriate level.
The 1.7 million figure was calculated by using mid-point analysis of a YouGov survey of 1,000 teachers in June 2022 asking “Approximately, what percentage of your class(es) do you think are behind with either their speaking or understanding language?” Calculated to be 18% of pupils. Teacher estimates of the percentage of children affected were subjected to a mid-point interval analysis. Using a pupil population estimate of England, Scotland and Wales of 9,190,799 primary and secondary pupils, this now equates to 1.7 million children.
Who are Speech and Language UK?
On 12th October 2022, I CAN changed its name to Speech and Language UK as part of a brand refresh. Over the years, our focus has centred on supporting children with challenges talking and understanding words. This is now our sole area of work and an area where we hold vast expertise. We develop innovative tools and training for schools and nurseries like our Talk Boost programme. We give advice and guidance to families through our enquiry service. We run two special schools for children with the most complex speech and language challenges. And we push for policy change. This year, following consultation with professionals and families of children with speech and language challenges, we recognised our name needed to change to reflect the work we do.
For further information visit www.speechandlanguage.org.uk or follow us at @SpeechAndLangUK
Who are Studio Texture?
Studio Texture was founded by Stuart Youngs, ex Creative Director at Purpose, in April 2017, and is based in London, UK. The senior team includes Strategy Director, Louise Kyme, ex British Heart Foundation.
