CareWest, which services Cowra, Orange, Bathurst, Parkes, Dubbo, Mudgee and Lithgow, is now known as LiveBetter Community Services after a re-branding of the organisation became official on Saturday. The re-branding comes after CareWest merged with seven other similar services and now spans much of regional NSW and central Queensland.
LiveBetter CEO Tim Curran said because the service now operates in a wider area, the geographically based name was no longer relevant.
“The name was geographically limiting and for quite a few years now, CareWest was operating in parts of NSW that didn’t identify with west,” he said.
“We also wanted to move away from care, although it’s important to us, it doesn’t completely describe what we do.”
He said the aged and disability service provider now operates in more than 40 communities where re-branding events will take place in the next few months. Mr Curran said due to changes brought about by the National Disability Insurance Scheme and My Aged Care, where clients chose their provider, it was important the name was right.
“People in regional areas have unique needs. It is important that they receive services that are designed for local communities. We deserve more than small slices of city-based services,” he said.
“The board took the decision to re-brand in September or October and we informed all our staff, volunteers and customers in December. We’ve really been letting people know inside the Orange office since December but now we are ready to tell the world.”
Mr Curran said re-branding was never cheap but it was important in the increasingly competitive market place the service provider is competing in that it has a strong brand.
“It’s still the same organisation, it’s still the same staff, volunteers and the same services, it’s just that we’ve got a new name,” he said.
LiveBetter started in Orange 30 years ago but recently merged with Excelcare and There4U in central Queensland, Family Link in Wagga Wagga, Age Concern at Albury Wodonga, Broken Hill HACC and Disability Services, Translinc Community Transport in Lithgow, Oberon and Cowra and Community Transport in Dubbo, Glen Innes, Tenterfield, Balranald, Wentworth and Ivanhoe.