Hospice grows into new name
Hospice nursing and administrative staff, and board members, wearing new Jasmine shirts
(CNS Local Life): Cayman HospiceCare has a new name: Jasmine. The non-profit provider of palliative and hospice care has rebranded itself ahead of an upcoming move into a new 6,000 sq ft purpose-built facility on West Bay Road, made possible by a community fundraising effort, which will create an integrated in-patient unit and administration facility.
With the opening of Jasmine Villa, the board and management team recognised the opportunity to raise the charity’s public profile, the hospice said in a press release, as well as seek a new brand identity and marketing platform.
Chris Duggan, chairman of the hospice board, explained the relevance of the new name. “Jasmine was chosen for its positive associations with restful well-being. Life-enhancing Jasmine, with its fragrance and beauty, has been grown in Cayman gardens for generations. Each petal in our logo motif represents our five core values: dignity, compassion, support, community and quality of life.”
The move away from Cayman HospiceCare, “a name that has meant so much to so many people over years”, was made after months of careful consideration, the press release said. Felicia McLean, the hospice director of operations and nursing, said of the rebranding: “Hospice care is just one aspect of what we do, but many have always found it difficult to think beyond what our old name implied.”
The charity’s board and staff are confident that the new name will quickly become synonymous with the broader range of care that it provides: palliative, respite and in-home care as well as comprehensive hospice care, the release said. Experts in pain control and symptom management, the Jasmine team treats not only physical pain, but also emotional and spiritual pain in addition to training and practical support for caregivers.
“We’re thrilled with our new name and look,” added McLean. “Understandably, for many, the word ‘hospice’ is often associated with a sense of giving up hope, yet modern hospice care can greatly enhance the quality of life for people coping with debilitating long-term illnesses or who are in the end-of-life stage.”
Reaffirming their commitment to providing outstanding, compassionate care, the Jasmine team has “enthusiastically adopted” their new motto: “Care above and beyond”.
Duggan said of the fundraising effort for the hospice’s new home, “We’re so fortunate, and very grateful, for the incredible support and generosity provided by the Cayman community. The Jasmine team look forward to continuing to serve the community in 2019 and for many years to come”.
The hospice will be holding its annual “Light Up a Life” event on Thursday, 29 November at 5.30pm at Cassia Court in Camana Bay to celebrate loved ones who are no longer with us and sponsor a light on the memorial tree.
Category: Community, Medical and Health
Agree with the comment above.
Personally the profile was at the top for me. I always make it a priority to donate or take part in events that supports the hospice.
The hospice has assisted many families with their loved ones; and during the difficult period when they really needed support to cope with declining health of the family member.
This is another misguided unnecessary name-change, just like renaming the Harquail Bypass.
Hospitals include the word ‘hospital’ in their name, Doctors in private practice either use the word ‘doctor’ or ‘medical’ in the name of their business; why try to disguise the excellent work the Hospice does by calling it by another name, which will mean nothing to anyone not immediately familiar with the organisation?