Calgary and Area Child Advocacy Centre gets a new name and identity

The Calgary and Area Child Advocacy Centre revealed its new name and brand identity today. The organization, recognized as a leader in child abuse intervention and prevention, will now be known as the Luna Child and Youth Advocacy Centre (Luna).

The centre’s new name draws inspiration from the moon, a powerful presence that shines a light in the darkness. Long associated with wisdom, fluidity and light in dark times, the moon is also a powerful reminder of what is possible when people work together toward a shared goal, no matter how unreachable it seems. It is both a constant presence and an ever-changing one, making it an apt symbol for a place of long-term support, healing, and renewal.

“Now is the time for a compelling, hopeful vision for the future, and that’s just what Luna is,” said Karen Orser, Chief Executive Officer. “Our new name represents the safe, supportive place that our centre provides for children and youth, so they can share their stories and find a clear path to healing. We want our name and brand to inspire communities to stand up for young people, especially when their path seems darkest.”

Since it first opened its doors in 2013, Luna has established itself as a centre of excellence in Canada and throughout North America for achieving the best possible outcomes for those impacted by abuse. Its team of experts from Alberta Health Services, Alberta Justice & Solicitor General, Calgary Police Service, Children’s Services, and the Royal Canadian Mounted Police work together from a single location to provide children, youth, and families with the support and resources they need throughout the disclosure, investigation, judicial, and healing process.

This integrated, multidisciplinary model is a leap forward in child abuse intervention because of its ability to share information, expertise, and resources in real-time. The team at Luna can then mobilize the strongest possible response for children, youth, and families. Beyond this critical intervention work, Luna also has a broader focus on the prevention of child maltreatment.

“Our new name and brand are part of the next phase of development for our centre, particularly in the area of prevention,” says Orser. “We are deeply committed to the prevention of child abuse by building awareness and knowledge, engaging the community, creating networks and alliances, enhancing the capacity of caregivers, and empowering children, youth and families. Our goal is to utilize and share our knowledge and expertise to build informed, engaged communities where all children are safe.”

Child abuse is a serious public health issue. One-in-three Canadians will experience some form of abuse before the age of 16. Children who have experienced abuse are at greater risk for lifelong physical and mental health issues, such as addiction, anxiety, depression, and chronic illness. Since 2013, Luna has supported more than 10,000 children and youth who have been impacted by severe and complex abuse, serving approximately 2,000 young people and their families each year. The centre’s rebrand will help Luna achieve its vision of empowering those impacted by child abuse to lead healthy and productive lives by creating a community that responds collectively to child abuse.