An HIV and Aids charity has changed its name and rebranded ahead of the launch of a new strategy later this year.
International HIV/AIDS Alliance has unveiled its rebrand with a new name, Frontline Aids, and new logo. The charity said that the move comes as part of wider strategy changes to try to boost funding, social change and political awareness of Aids.
Christine Stegling, executive director of Frontline AIDS, said: “After three decades on the frontlines of political, social and scientific change, the Aids movement has achieved more than many of us ever dreamt was possible. Now is the time to be even more bold and courageous, ensuring we are active on the frontlines of the epidemic, wherever they are, to help secure a future free from Aids for everyone, everywhere. Our new name and identity will play a critical role in helping us to ensure our voice is loud, clear and urgent as we seek to end the epidemic forever."
Frontline AIDS was founded in 1993 to campaign for HIV prevention internationally. It provides support to organisations treating HIV, encourages sustainability in HIV services and campaigns for equality in treatment among the LGBT community.
The statement explained that the charity chose to add “Frontline” to their name because they “work with people on the frontline of the epidemic”.
It added that it was important to keep “AIDS” in its name to maintain awareness of the condition.
'Most significant change since our launch'
Aditi Sharma, head of influence, added: “Our new brand represents probably the most significant change in the organisation’s identity since our inception a quarter of a century ago. We based our decisions on overwhelming feedback from a range of internal and external partners.”
“This is a very exciting time for everyone at Frontline AIDS. We are committed to tackling the global complacency that led to 5,000 new HIV infections per day in 2017 and means Aids-related illness remains the leading cause of death among women of reproductive age. At a time when Aids is dropping down the political and donor agenda, we believe it is imperative for us to reenergise the global response to this ongoing crisis.”
Frontline AIDS has an annual income of just under £20m and plans to unveil its new strategy this summer and set out its priorities for the future.