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The Royal Society for the Prevention of Accidents (RoSPA) yesterday revealed its new look, as the family safety charity shifts its focus in a continued drive to save lives and reduce life-changing injuries.

After more than 20 years, RoSPA is saying goodbye to the “red square” logo that has become synonymous with accident prevention at home, on the road, at work, in the water and at leisure facilities, and, through the RoSPA Occupational Health and Safety Awards, is internationally-recognised as the mark of quality for workplace health and safety.

Its new logo - which features overlapping speech marks - represents the importance of conversation in accident prevention, drawing on people’s and organisation’s own experiences and the value of these experiences in helping others prevent accidents.

And a new strapline - “Accidents don’t have to happen” - tackles head on the commonly-held misperception that accidents are “just one of those things” and simply cannot be avoided.

The refined focus comes as RoSPA continues its almost 100-year evolution to meet the changing challenges presented by accidents in the UK and around the world.

The charity will continue to work across its traditional sectors and with its valued partners and members, with the new emphasis on sharing experiences being at the heart of its relationships.

Tom Mullarkey, RoSPA chief executive, said: “Accidents don’t have to happen, and RoSPA has proved that with the fantastic leaps it has made over the past 100 years, particularly on the roads and in the workplace.

“But accidents remain the biggest threat to people for most of their lives, and particularly children, with around 450,000 under-fives ending up in A&E every year following an accident in the home.

“We aim to build a nationwide movement committed to reducing life-changing accidents through sharing stories and experiences, through open conversation, working with individuals, families, communities and businesses.”

As of yesterdat, RoSPA’s website and other materials will display the new logo, while the website will feature new elements such as Your Stories, where those who have been affected by accidents will be able to share their experiences to help others.

Further changes will be announced soon, including the launch of LifeLine – a service for those seeking information on how to protect themselves and their families from life-changing accidents.

To explore RoSPA’s new look and focus, see www.rospa.com