A Swindon-based domestic abuse charity has changed its name to reflect its expanded service offering.

Swindon Women’s Aid has changed its name to Society Without Abuse, after contract changes last year prompted it to reconsider its charitable aims and broaden its services.

The charity’s new name focuses on its “integrated whole family approach” and encompasses the work it does with men and children.

Kate Rowland, SWA’s interim chief executive, said: “Contract changes in 2024 gave us the opportunity to reflect on our aims as a charity and what we wanted to achieve.

“As a result, we broadened our geographical reach and introduced new services, so we felt it was appropriate to change our name to reflect that, as well as to encompass our work with males and children affected by domestic abuse.”

Nicky Alberry, chair of SWA, added: “We felt it was the right time to re-assess what the charity has achieved over the last 50 years and where we see ourselves going, and it seemed natural to rename the charity to better reflect the future we’re working towards.”

Rowland said that the charity was well-known by its initials, so it kept them to “retain a link to our 50 years of work in the sector”.

She added that this has enabled the charity to “rebrand in the most cost-effective way but also keep our brand identity and logo inherently the same”.

The charity worked with its partner graphic design and communications agencies, within current contract agreements, which kept additional costs to £500.

According to the charity’s latest accounts filed with the Charity Commission, it recorded an income of £1.5m and an expenditure of £1.4m during the year to the end of March 2024.

Rowland said that staff, volunteers, trustees and selected key partners were heavily involved in the name change, adding that the new name was put forward by a member of the charity’s team.

“As a small charity we all work very closely and have been on the journey together to the ‘new’ SWA,” she said.

The charity’s new name launched at a special event in SWA’s shop, hosted by the charity’s patron and Lord Lieutenant of Wiltshire Sarah Troughton.

Troughton said: “SWA is a lovely family and this transition reflects the fantastic programmes and expertise they offer. Their support is really important to all sections of society: women, men and children.”