After 70 years as New Zealand's pre-eminent sexual and reproductive health organisation, the Family Planning Association has today launched a new brand and logo.

From today the organisation will be known as Family Planning and will use the strapline “positive sexual health”.

Our chief executive Jackie Edmond says the name change reflects the way the organisation has been publicly known for a long time but it is the addition of the “positive sexual health” strapline that is the most significant change and best articulates what the organisation does.

“Positive sexual health reflects our commitment to ensuring all New Zealanders enjoy good sexual health with access to the information and clinical services they require – regardless of the life-stage or age they're at,” Ms Edmond says.

“Family Planning is for young people who are becoming or about to become sexually active, for couples planning for a child or choosing to delay their family or deciding that their family is complete, women needing cervical screening services or well-women checks, and for men who have decided on a vasectomy or are seeking STI screening or treatment.”

Ms Edmond says extensive testing ahead of the brand and logo change showed that Family Planning had great brand recognition – better than many big corporates. “The key for us as an organisation is to translate that brand recognition into brand familiarity –so that people not only know who we are but what we do – and that they recognise our expertise in this specialist area.”

The new name and logo was officially launched at the organisation's annual general meeting in Auckland today (Friday 23 November) by President Linda Penno. “We believe the new brand and logo make a bold statement, will increase our recognition in the community and ensure people know who we are and what we do. The name reflects our history and heritage and the inclusion of the positive sexual health strapline reaffirms our commitment to the sexual and reproductive health of all New Zealanders,” Ms Penno says.

“Postive sexual health also reflects our mission statement - Family Planning works to promote a positive view of sexuality and to enable people to make informed choices about their sexual and reproductive health and well-being.”