Solid IDEA behind IHC rebrand

Intellectually disabled Northlanders and their families celebrated the launch of a new division of IHC yesterday.
IDEA Services, an off-shoot of IHC, will now provide services such as foster care, respite care, holiday and after-school programmes and supported living and employment programmes. Those services had previously been provided by IHC.
However, IHC chief executive Ralph Jones said the brand of the organisation had become "bigger than itself".
The IHC brand had evolved into a generic term used to describe people with disabilities.
Some families were reluctant to use the service because of the stigma attached to the term.
"They've commented that their son or daughter is ready for the service but they don't like the name IHC."
The rebranding exercise would hopefully encourage those families to use the services.
This month 5200 staff and 1000 caregivers would transfer over to the new organisation, established as a subsidiary company of IHC.
"In the past, IHC led the way in supporting people to live in the community as an alternative to institutional care," Mr Jones said.
"From now on, IDEA Services will lead with new services that empower, include and support the intellectually disabled, and that are truly responsive to their needs."
IHC will now focus on advocacy rights, inclusion and welfare of people with intellectual disabilities.