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Our new look

Our goal is to support at least 120,000 children and young people with SEND a year, by 2027. In order to do this, it’s vital that we clearly communicate our mission, grab the public’s attention and inspire them to support us.

What Kids is about

We’re all different. It’s one of the best things about life – people are brilliantly unique. But society isn’t set up for the two million children and young people in the UK with all kinds of special educational needs and disabilities. It’s time to change that.

That’s why during 2022 we started work on refreshing the Kids brand – encompassing the visual identity (logo, colours, images) and the language we use. We carried out extensive research and consultation not just with colleagues and the children, young people and families we support, but also with the wider public, to understand how many people know about Kids, and how we might go about increasing awareness. The outcome of this research and consultation provided the foundation for what you see today.

Our language and look are all about positivity and empowerment, aiming for our values of celebrating individuality, creating opportunities, working together and speaking up to shine through. Children are inherently positive, seeing opportunity and not barriers, and we want to embrace that! You will see that reflected in a new slogan: when the world says we can’t, kids say we can.

Hear from our CEO, Katie Ghose

“I’m incredibly excited by the work we’ve done on our new brand and website, and I am looking forward to bringing our values to life. We now have a powerful platform to help us meet our collective goals and create equal opportunities for children and young people with SEND.

“We are adapting our services to enable us to help more people in need, and our website plays a vital role in this. We’re delivering online services, for example a brilliant new Young People’s Hub – a service for young people with special educational needs and disabilities to find information tailored to them. It contains guides to help in everyday activities which can be incredibly valuable, as well as helping them find local support.

“In addition, our Family Support Online service is there to give parents and carers across England bespoke practical and emotional support when they are facing challenges in navigating the Education, Social and Health care systems or within their own family lives.”

Our purpose

Kids is on a mission to create a world where all kinds of children and young people have all kinds of opportunities. Childhood should be joyful, not defined by what disabled children and young people cannot do.

The refreshed brand and the new Kids website, launching today, are crucial to helping raise funds to meet our sustainability objectives, enhancing our ability to deliver services to those that need it.

When the world says we can’t, kids say we can.

Watch our launch video

Your donation can change lives

We’re on the side of over two million children and young people with special educational needs and disabilities and their families. With your help we can create life-changing opportunities.