In our latest tellthetruths video, we dive into the transformation of RIP Medical Debt—a fantastic non-profit that’s decided to trade in its somber name for something brighter and more hopeful.
RIP To A Gloomy Name
We’re big fans of their new name and can’t wait to share why it’s a step in the right direction. Check it out and let us know your thoughts!
This video originally appeared in LinkedIn.
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TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue, and today we’re going to bid RIP to a Gloomy Name. So I’ve spent a lot of time in the last year or so talking about non-profits that are changing their names in this very specific way, taking names that are maybe more descriptive of their mission, and changing to names that are more emotional, more evocative of the impact that they make as opposed to the effort that they make. And I really love this example of an organization that helps people discharge really crushing medical debt. They used to be called RIP Medical Debt. And that’s really sad, especially when you’re thinking about the medical space. Obviously they’re referring to the debt, but you can’t help but think about death.
And it’s just kind of… it’s a very good thing that they’ve now changed their name to Undue Medical Debt. And I love it because I think it’s much more positive. I also think it’s much more… it’s richer. It’s got a lot of layers because you can say it is no longer due, it’s undue, U-N-D-U-E, right? So it’s no longer due. Also, there’s an undue burden from medical debt that it’s referring to a little more subtly. And I also think it’s undoing, U-N-D-O, the debt. And even if you’re not consciously plugging into those things, the way the mind works, the way the brain processes language, the fact that there’s layers of meaning does make the name more resonant. It makes it more memorable. And so I think it’s a really powerful change. And they’re also a great organization that I like to support. So I wanted to talk about them to you and explain my thinking on this name. Let me know what you think. Thanks. Bye!
