Mid Cheshire Hospitals Charity has revealed its new master brand as the charity embarks upon its sixth successful year. Mid Cheshire Hospitals Charity was formally launched in 2011. Since then, the charity has received overwhelming support from the local community, patients, visitors and Trust staff, which has meant that Mid Cheshire Hospitals Charity has successfully delivered two major fundraising appeals and collectively raised nearly £5 million, which has led to significant and often life-changing differences for patients.

Mid Cheshire Hospitals Charity made the decision to create a new master brand to raise the awareness of the charity behind the successful One in Eleven Appeal, which raised £1.8million for the re-development of the Neonatal Intensive Care Unit (NICU) at Leighton Hospital and more recently, the £1 million MRI Scanner Appeal.

Charity Manager, Laura Riddle states, “A decision was made by the Trustees to elevate the master brand awareness so that businesses and residents supporting Mid Cheshire Hospitals Charity would understand that they can still donate to the charity even if we don’t have a live appeal.” Laura continues, “Mid Cheshire Hospitals Charity supports everyone in the community. Funds raised go to supporting Leighton Hospital (Crewe), Victoria Infirmary (Northwich) and Elmhurst Intermediate Care Centre (Winsford), which provide essential care for all ages of the family from pre-birth right through the lifespan of all individuals.”

Mid Cheshire Hospitals NHS Foundation Trust staff and Governors voted on different options for a new brand identity, created over the past few months by Bare Bones Marketing in Middlewich. Almost 300 members of staff voted and the butterfly was a clear winner.

The butterfly mnemonic is used to convey the sentiment of transforming or transformation, which works on numerous levels. Firstly, the patient is transformed through the treatment they receive. Secondly, Mid Cheshire Hospitals Charity’s work helps to transform the service the hospitals can offer and thirdly, fundraisers and supporters can transform their community through their donations. The butterfly is also reflective of the rural location of Cheshire.

Tracy Bullock, Chief Executive, Mid Cheshire Hospitals NHS Foundation Trust comments, “Our community is very important to us, and we want to serve the residents in the best way possible. Mid Cheshire Hospitals Charity is very valuable in helping to enable Mid Cheshire Hospitals NHS Foundation Trust to deliver this.” Continuing on, “We would like to thank the local community for their continued support for Mid Cheshire Hospitals Charity and Mid Cheshire Hospitals NHS Foundation Trust staff for taking the time to vote for their favourite brand. We are delighted they believe in the new master brand and have been part of the process.”