Family Planning To Change Name After 85 Years

One of New Zealand’s most iconic organisations is
celebrating Valentine’s Day with a makeover – and a name
change!

From 14 February, Family Planning will become
Sexual Wellbeing Aotearoa – better reflecting the work it
does and its ambition to see that people are well and
well-informed when it comes to issues of the heart, the
mind, in fact all the body.

“When we started in 1936
our name was the very catchy Sex Hygiene and Birth
Regulation Society,” says Chief Executive Jackie Edmond. “In
1939 we changed to Family Planning and that’s been our
name ever since.

“By today’s standards, Family
Planning is too euphemistic – it doesn’t say plainly, we
know sexual and reproductive health, we know sex and gender,
we know sexuality, diversity. We understand the impact those
have on health and wellbeing,” says Jackie.

“Sexual
Wellbeing Aotearoa is clearer and more direct. It says,
you’re safe here with us, we care that you’re well and
that you’re well informed.”

People who know Family
Planning, love us, love our services and understood what we
are about. But, when we tested the Family Planning name and
brand, many confused it with a support group for struggling
parents and as a government agency, like WINZ, among others.
The idea that Family Planning was New Zealand’s most
experienced and capable provider of sexual wellbeing
services – education, guidance, clinical services – was
getting lost. This was especially true for young
people.

“Sexual wellbeing” covers all aspects of the
organisation’s work providing clinical services,
contraception access, fertility and reproductive health
advice, sexuality and relationships education, training and
resources, and other services that promote a sense of
confidence and openness about a range of subjects, some of
which can still be treated as taboo.

“Family Planning
has been here for nearly 100 years; Sexual Wellbeing
Aotearoa is ready for the next
hundred.”

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