NAME CHANGE ANNOUNCED FOR NORFOLK’S SIGHT LOSS CHARITY

Norfolk’s sight loss charity, the Norfolk & Norwich Association for the Blind has announced that from January 2020 it will be changing its name to ‘Vision Norfolk’.

The move follows research among visually-impaired people which showed that the majority do not identify with the word ‘Blind’, which is generally taken to mean those who have lost all or most of their sight – which is a minority of visually-impaired people in Norfolk.

The new name reflects a more positive attitude towards sight loss and the work the charity does to support those living with sight loss to lead independent and fulfilled lives.

The new identity was revealed at the Royal Norfolk Show, where the charity also launched its summer campaign, ‘Open Your Eyes To Sight Loss’, which is designed to make everyone think about sight loss in everyday life.  ‘Vision Norfolk’ will be used from the start of next year.

Gina Dormer, chief executive of the NNAB, said, “The brand is important in helping people to find, use and benefit from our service.  Our research showed that the current name is putting off those with sight loss who do not identify themselves as blind, and is not engaging as fully as we want with younger people.

“Vision Norfolk reflects our long-term aim to reach out to everybody in the county who is living with sight loss, as well as projecting a more positive image of the quality of life that visually-impaired people can enjoy with the right help and support.”

This is not the first time that the charity, which was established in 1805, has changed its name.  It adopted its current identity in 1988, prior to which it was known as the Norfolk & Norwich Institute for the Blind.