• Transform magazine
  • March 29, 2020

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Domestic violence charity rebrands to be more inclusive

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More than 40% of domestic violence victims are male, a recent British Crime Survey claims.

Despite two in five victims being male, men are widely underrepresented by local authorities, refuge providers and domestic abuse charities.

The Berkshire East & South Bucks Women’s Aid has recently launched its new name, logo and website to make it more identifiable with men. The rebranded charity will be called “Dash”, which stands for Domestic Abuse Stops Here. The name is also linked to the Dash Risk Checklist, which is used nationally to assess domestic abuse, stalking and honour based violence.

Chief executive of Dash charity, Delia Donovan, says, “We obviously support men and it is not currently an identifiable name so if a man or a boy feels that they are affected by domestic abuse, they are less inclined to pick up the phone and speak to a Women’s Aid. We feel that Dash is a lot simpler and people are going to remember us a lot more.”

The rebrand is intended to reflect all of the inclusive services that the charity offers and to particularly increase its appeal to men. The name has become gender-neutral and easier to remember. The new logo, which will be used on posters and brochures, has been simplified and rid of the color pink. There are also plans for new website, which will be designed by Blackberry.

The charity’s objectives – to provide temporary emergency crisis accommodation, advocacy, outreach and resettlement support to women, men and children fleeing domestic violence – will stay the same.