Lada’at is a foundation promoting healthy sexuality; they provide consulting for pregnancy/ prevention and education for healthy sexuality. The foundation was founded in1976 under the name s.h.i.l.a. a name meaning pregnancy consultation/ prevention. When starting the branding process (which we did pro bono by the way)  we understood that the existing name is problematic, our focus group confirmed our fear, the named had to be changed. At the foundation they didn’t believe we could do it, the name hasn’t been changed 35 years.