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Press Release: 19/10/2010
Meals on Wheels launches new National Brand Identity
One of Australia’s most important not for profit organisations, Meals on Wheels, today
launched a campaign to increase awareness of its vital service to more than 50,000
Australians every day.
The launch to source more volunteers of all ages and donations coincides with the
organisation releasing its new brand identity to communicate the core truth behind the
philosophy of the organisation – it supplies ‘more than just a meal’.
Mr Leon Holmes, President of Australian Meals on Wheels, said “Our new brand
symbolises a deep and emotional connection between the organisation and the
community, where our 80,000 volunteers are providing a vital link to frail older people,
younger people with a disability and their carers’ in cities and regional areas.
“We not only provide economical and nutritious meals through our 750 service outlets
across Australia but a volunteer who cares and communicates with the recipients, who
can be frail, older people or younger people with a disability and their carers”, he added.
The demographic trends in Australia show that services like Meals on Wheels will be in
great demand in coming years as baby boomers grow older and more dependent on
outside services.
Mr Holmes said “In view of the trends, we need to attract more volunteers to provide an
ever increasing number of meals per year – currently standing at 14.8 million – to an
ageing population.
Meals on Wheels is very much part of the glue that binds our community together and
helps make it strong and cohesive.” he added.
Meals on Wheels originated in Britain during the Second World War, assisting older
people who wanted to stay in their own homes but required help. The service commenced
in Australia during 1952 in South Melbourne and has grown to cover all the major cities,
regional and rural areas Australia wide.
For further information call:
Kathryn Dowling
Kyra Washington/Tim Allerton
Meals on Wheels
City PR
(0403) 279464
(02) 9267 4511
(0412) 715 707.
NEWS 
