The Royal New Zealand Returned and Services' Association (RSA) is rebranding, five years before its 100th anniversary.
The organisation launched their “Living the Anzac Spirit Today” strategy at their annual conference, which began today in Wellington.
The strategy aims to transform public perception of the RSA “from a place which old blokes disappear into, to an organisation that is known to stand for something and is seen to play a valuable role in society”.
RSA Chief Executive Dr Stephen Clarke says the organisation’s 100-year anniversary in 2016 will “not only be about celebrating but taking stock of how far we have come”.
He says the organisation’s vision is to champion the Anzac spirit by embracing its foundation values of compassion, camaraderie, courage and commitment.
“Celebrating, every day, that Anzac spirit living in our hearts as New Zealanders – that’s how we will honour them,” says Dr Clarke
Dr Clarke said the public will begin to see the new approach from next April.
With 117,000 members, the RSA remains one of the country’s largest voluntary organisations.
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