In recent years 2wish has been achieving substantial growth, as we have reached more families and extended our support into multiple new regions of England. As part of this development, we introduced two strands of our identity in early 2024. These were called 2wish Cymru in Wales and simply 2wish England.
This approach was created with care and purpose. We wanted to make sure that our supporters in Wales knew that any funds raised in Wales would continue to stay in Wales and to make it clear that our Welsh roots remained central to our identity as we expanded our services.
In England, we wanted to keep communications relevant and tailored to our growing audiences in our expansion regions.
Since the brand split, we have closely monitored how both strands of the brand have been used on social media and within our online and printed materials. Although the dual brand had a thoughtful intention and served to provide clear messaging to new audiences upon our expansion, it started to become clear that some drawbacks to a dual brand were emerging…
Since introducing the dual identity, we have noticed increasing confusion in several areas.
Supporters and partners often struggled to understand how 2wish and 2wish Cymru connected to each other and which to interact with. Families were sometimes unsure which accounts to follow for information. Social media platforms and printed materials also became more complex to manage and maintain clearly.
Bringing everything back together under a single 2wish identity will remove this confusion and help us create a simpler and more recognisable presence. It also reflects how we operate today as an organisation that supports families wherever we are able to reach them.
Our message remains clear. We are one team with one purpose. We support families after the sudden and unexpected death of a child or young person aged 25 or under, and this commitment will never change.
Our Welsh heritage remains an essential part of who we are. We know how important this identity is to our supporters, families and communities who have stood with us since day one of this charity.
For our communities in Wales, two important things will stay exactly the same…
Unless a donor chooses otherwise, all Welsh fundraising activity will continue to support Welsh families and Welsh services.
Support information, fundraising resources and other core materials will continue to be offered bilingually. And we continuously push to build on our Welsh language communications so that Welsh speaking families feel fully supported and represented.
The only key change that will come as a result of this brand merge is the social media accounts affiliated with 2wish. To keep the process clear and easy to follow, we are moving through the change in several stages.
We officially announce the merge with the article you are currently reading. As well as across social media and number of other networks.
At this point we urge everyone who is currently subscribed to or follow any of our 2wish accounts to follow our 2wish Cymru Accounts, as they are the original accounts created at the founding of the charity.
England social media channels will remain inactive, except for a weekly reminder asking followers to move to the 2wish Cymru channels.
During this period we will also communicate directly with the groups and communities who need to understand the change.
We will update all URLs and handles in the background.
The 2wish Cymru channels will become the single 2wish brand.
All England accounts will remain fully inactive
All inactive England accounts will be permanently closed.
This phased approach over several months has been carefully planned on to ensure that all of our followers across 2wish (England) accounts have ample opportunity to follow the correct accounts before the brand merge has been fully executed.
Nothing will change in the support we offer to families.
Nothing will change in the way donations are allocated or the way fundraising supports local communities.
What will change is the clarity of our message, the ease of finding us online and the strength of our identity as one organisation.
This consolidation helps us present a clearer and more unified voice. More importantly, it helps every family, supporter and partner understand who we are and how we can help.
2wish Head Office
Unit 3, Sovereign Court
Sterling Drive
Llantrisant
Rhondda-Cynon-Taff
CF72 8YX
