Queen Alexandra foundation rebrands

Children’s Health Foundation of Vancouver Island begins next chapter

Ron Hewitt

What’s in a name?

A great deal, according to the newly named Children’s Health Foundation of Vancouver Island, formerly called the Queen Alexandra Foundation for Children.

The foundation announced the change to a large crowd at the West Shore Child, Youth and Family Centre on Wale Road in Colwood on Wednesday, Oct. 3.

Among those attending were Pacific Centre Family Services Association executive director Mitizi Dean, local fundraiser Jeneece Edroff and minister of community, sport and cultural development Ida Chong.

The name change comes as a desire to reflect of the foundation’s increasing role in helping families throughout Vancouver Island and the Gulf Island, and to expand the foundations association beyond one facility.

“What we recognized is that the work we are doing has changed over the years, we weren’t just associated with one hospital site anymore,” president and chief executive officer Ron Hewitt said. “This name now tells what we really do. The name has caught up with our mandate.”

The name is intended to more accurately reflect the role of the organization, Hewitt said. As the services provided by the foundation help people from throughout Vancouver Island and the Gulf Islands, the name is intended to be more inclusive and broad.

“People from up Island are the ones most served,” Hewitt said. “They come here and when they’re here they appreciate it, they go back to their communities and talk about their experiences and say ‘we have to help support that.’”

With the broader name it is hoped more donors will come forward from up Island The potential for expansion is also there, Hewitt said, but those are all future considerations.

“We’ve achieved so much in the 90 year history of this organization,” Hewitt said. “Today we’re opening a new chapter in our story of supporting children and youth.”

Rob Doucette’s family received help from the foundation after their twins were born. Now 17 months old, the two children were at the announcement wearing  T-shirts with the foundation’s new logo.

“It’s a classy organization, so it’s not surprising that they’ve chosen to go this route and it’s a win-win for everybody,” Doucette said.

“This is the least we can do to give back to the foundation because they’ve been so excellent to our family.”

Assurances were made that the foundation will continue its commitment to Queen Alexandra Centre for Children’s Health and all the other work it does.