The Evolution of Name

Editorial

It’s official, CAFA has reached a milestone. We have a new name: Ataxia Canada! As always, opinions varied on the subject. The majority were open to the change, but there were some opposed to it. As for me, I think it’s progress.

The change was a necessity for several reasons. The first signs emerged when the association expanded to other provinces and grew in membership. Also, the word “Familial” may have some punch in French, but in English it sounds a bit awkward. People often asked us to repeat it or to explain what it meant. “Excuse me? Did you say familiar?”

While some made the effort to understand and correctly say the name of the association, others tried to come up with their own creations: “Friedreich’s Ataxia Association, The Ataxia Foundation, CAFA Foundation, etc.” Can we blame them? Not only does the association support a cause unknown to many, but it also has a complicated name.

In the Information age—where most people do not have the time or desire to read more than 10 lines of text, and where text is increasingly being replaced by images—does it make much sense to continue using a name as long and complex as the Canadian Association for Familial Ataxias – Claude St-Jean Foundation?

Moreover, from a marketing perspective, “rare disease + long name” is not a winning formula.

Even though Ataxia Canada is now the association’s official name, we still have a lot of print material. So for financial and environmental purposes, the old name will continue to be used along with the new one for a certain period of time, while the old name gradually gives way to the new one. A new logo and website are in the plans for the association’s 43rd anniversary in November.

2014 is shaping up to be a year of change!

Jean Phénix