Tusla: Ireland’s new Child and Family Agency, heralds a ‘new day’, putting ‘Children First Always’
Congratulations to all involved in the launch of Tusla, Irelands Child and Family Agency on Thursday. Born out of what was described by the Taoiseach as ‘systemic failure’ of successive governments to protect and nurture our most vulnerable children.
This is a launch that was long awaited, but there was never a going to be a perfect time to launch. Indeed, Enda Kenny’s speech was reflective: showing gratitude for the courage and determination of the team behind the new agency, but recognising the failings of the failings of the past, with a specific apology to Louise O’Keeffe, who this week won a landmark European Court of Human Rights battle to hold the state liable for her suffering after being sexually abused by her school principal at in 1973. Such is the backdrop behind the launch of this porposeful and hopeful brand.
The agency was established, under the stewardship of Gordon Jeyes, who was the UK’s first Director of Children’s Services. When Gordon took to the podium, he pulled no punches and made his passion and commitment very clear.
"The Child and Family Agency will be a ferocious corporate parent, demanding for the children of Ireland the very best that the state can give.
This pragmatic and straight talking attitude was indicative and evident throughout the brand development process. It was recognized from the outset that the role of brand was not to badge, but to provide a beacon for behavior change, to empower culture change.
At the centre of this new brand is shared purpose: Children First Always.
It was recognised and further emphasised through consultation that the name of the agency would form an important catalyst for change.
The name Tusla is derived from the Irish words ‘tus’ + ‘lá’, to form is a completely new word reflecting a shared desire for a new beginning, forging a new identity. A new word, a new way of working.
To make this new agency work will require courage, which is why courage sits as a core value. I wish all involved the courage to make this new agency a beacon for others to follow and I am thankful to Creative Inc, for the opportunity to be involved in its creation.