We’re tackling inequalities with an ambitious new strategy and look

Our new brand matches our vision for a world in which everyone has access to care and support whenever and wherever they need it.

We’re delighted to today announce a bold new strategy and unveil a vibrant new look aimed at tackling inequalities in palliative and end of life care.

Launched alongside a new film to mark Hospice Care Week, our vision is a world in which everyone has access to care and support whenever and wherever they need it.

Our new look and strategy is underpinned by research we conducted earlier this year which found:

• 57% of people living in South East London didn’t know what type of care we provided
• More than one in four people didn’t know we offer free care to people of any income background
• More than half of people didn’t realise we cared for people in their own homes.

In actuality, less than 10% of the patients we supported in 2022/23 stayed on our in-patient unit, with the vast majority receiving care in the comfort of the place that they call home.

Our new approach was developed by working closely with patients, the public, supporters, volunteers and staff to understand what makes people fearful of hospices or stops them from accessing support.

Helen Simmons, Chief Executive of St Christopher’s, said: “We fundamentally believe that no one should die alone, afraid or in pain. This new strategy and brand take us one step closer to ensuring that is a reality.

“Palliative and end of life care in the UK is ranked as the best in the world. But many people still do not have access to the care and support they need, when they need it. That’s not good enough.”

“That’s why at St Christopher’s we’re launching a new strategy and visual identity. It’s bold, vibrant and ambitious; just like us. Most importantly, it showcases our commitment to ensuring the people of south east London have access to the very best care and support at one of the most difficult times in their lives.

“With our community we’ve reimagined St Christopher’s to remove barriers, improve accessibility and better reflect the breadth of our offer.”

Ava Parkes, 68, an outpatient from Croydon, was daunted when she was first referred as she thought people only came to the hospice to die. “Once I visited, I found it was completely different. I’ve completed a gym programme, a singing group and I just love coming and sitting in the garden,” she said.

Mike Reid, 79, recently spent five weeks on the in-patient unit over the summer but is now back in his own home. He said: “I thought hospices were just about dying. When I was referred by the hospital they said it was for respite care but I really didn’t want to go in. My view has changed so much, it’s about care, about support. They helped me get back home and helped make my home safe for me.”

The new brand was designed by agency Spencer du Bois who have transformed our visual identity to match our ambitious new aims to broaden our reach and increase awareness.

We’re already working to the new strategy while the new visual identity and logo will be gradually rolled out over the next few months – including across our charity shops!

Max du Bois, brand consultant at Spencer du Bois, said: “The pioneering work in end of life care that St Christopher’s started in the 1960s is as important today as it was then. St Christopher’s new brand will help them reach out across its boroughs’ highly diverse community and tackle the ‘myth-understandings’ surrounding hospice care and seal their role as a beacon of expert compassionate care.”