In a move aimed at extending the reach of its services beyond regional boundaries, the Scottish sleep charity formerly known as Sleep Scotland has unveiled a rebranding initiative. The organization, operated by the not-for-profit Capella, will henceforth be referred to as “Sleep Action.”
This strategic renaming comes as the charity identified that its previous name inadvertently constrained its potential to assist a broader demographic. Perceptions that their services were solely Scottish in scope were found to be a limiting factor in engaging individuals who could significantly benefit from their programs.
Gail Burden, Chief Executive of Capella, remarked, “As we envision the next 25 years and beyond, we believe that Sleep Action is a name that better encapsulates our mission, values, and ongoing work. This name signifies our unwavering commitment to inclusivity and accessibility, emphasizing that our support is available to all, irrespective of their location.”
The term “Action” was chosen as it conveys a sense of urgency, immediacy, and a commitment to a continuous process of working toward long-term objectives, aligning seamlessly with the charity’s core values.
According to a spokesperson, the rebranding process was the result of months of dedicated effort, involving multiple rounds of workshops with input from service users and the charity’s sleep counsellors. Notably, the rebranding was executed on a modest budget.
Burden elaborated, “Sleep Action will continue its support for children, young people, and their families, as well as adults with additional needs who face sleep-related challenges. We have ambitious plans to broaden our outreach, especially in the realm of adults’ sleep, by collaborating with employers to promote healthy sleep through our ‘Sleep-friendly Employer’ program. This three-year employer accreditation scheme aims to cultivate a culture that values and supports healthy sleep practices, extending from senior management to frontline staff.”
