Even though we helped over 1,000 people a day with their debt problems, and were the UK’s largest single provider of debt management plans, we needed to reach out to many more people. At the time of our rebrand to StepChange Debt Charity from CCCS in November 2012 over 6.2 million households in the UK were financially vulnerable; 3.2 million were three months behind with a repayment or subject to debt action like insolvency. Millions needed our help. And we could provide it.
To help more people, we need a new brand: simpler, stronger and different from any other.
We wanted to raise awareness of our services and stand apart from every other brand that offered debt advice, and we still do. With a more memorable name, a clearer identity and a stronger presence than ever before, we didn't just reinforce our position as the leading debt charity, but became the organisation that people turn to first when looking for debt help.
Our new brand signaled that new intent: to be more visible and more vocal. We wanted to be recognised as the most trusted provider of free debt advice and solutions.
We wanted to make millions more people aware of the help that StepChange Debt Charity offered. Through the media, online, and with the help of our partners, we told our story more powerfully than ever before, something we continue to do to this day.