Client: BCOP - BROADENING CHOICES FOR OLDER PEOPLE

Project: Launch of new home repairs service in Birmingham

Background: BCOP is a Birmingham-based charity which provides support for older people, including residential homes and day centres.

Objective: Responding to concern about 'cowboy' builders, the charity developed a new home repairs service aimed at people over the age of 60 on a low budget.

Description: Word Association were commissioned to help BCOP launch the new service by providing a brand name, producing a leaflet and obtaining press coverage.

Our role: We came up with the name 'Repair Rescue' for the new service.  Copy and graphics were then prepared for a leaflet aimed specifically at older people and their carers, and a press release and photographs were issued to announce the launch of the service.

The challenge: Chief executive Mark Thomas said: "The new name had to be both recognisable and memorable, as well as being quite different from the names adopted by private building contractors.  We then had to explain the service clearly and simply in the leaflet and commission illustrations to help put the message over to the target audience."

Feedback: Marcus Fellows, director of BCOP, said: "We approached Word Association knowing we had a good service to offer, but unsure of the best way to promote it.  The leaflet and news release were both extremely effective, leading to good coverage in the local press and on the radio.  As a result we received an excellent response with 50 enquiries in the first week alone, and funds have now been made available for us to extend the scheme."