Meals On Wheels Launches National Campaign And New Identity

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19th October 2010, 03:21pm - Views: 731







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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.






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