20th July 2026
Evolving for a safer, kinder future
For over 40 years, Avma has been a trusted voice for those needing transparency, accountability, and a way forward after experiencing avoidable medical harm. We have stood alongside thousands of families, combined individual legal and medical advice with national campaigning, and fought for a healthcare system that learns from its mistakes.
Today, the world is changing — and so are we. We are incredibly proud to officially introduce you to the new Avma.
Why evolve now? From confusion to clarity
Our charity has a rich history. Founded back in 1982 by screenwriter and campaigner Peter Ransley and his wife Cynthia following the overwhelming public response to Peter’s BBC play Minor Complications, we began life as “Action for Victims of Medical Accidents”, AVMA.
In 2003, we dropped the word “Victims” from our name to become “Action against Medical Accidents,” reflecting broader focus on systemic healthcare changes. However, we kept the shortened acronym, AvMA. For years, this left many people asking a confusing question: What does the “v” stand for?
In legal terminology, it meant “against,” but in everyday speech, it turned out to be a barrier to clear communication with people.
While our legal trading name remains “Action Against Medical Accidents”, moving forward completely with our working name, Avma, allows us to focus on a future where people are defined by their resilience and their right to recognition, rather than just their past trauma.
Built through co-production
This evolution was not designed in isolation. Our new brand identity was entirely co-produced alongside people who have experienced medical harm, professional partners from the medico-legal sector, and our dedicated staff.
The consensus from this group was clear — the new brand needed to look bolder and kinder, moving away from a cold, purely medico-legal feel.
Our refreshed look brings this to life through:
- The new logo: The logo is built around a design that beautifully combines a heart, representing care, and an arrow, representing our commitment to helping people move forward.
- A vibrant colour palette: Bright, accessible colours and supporting iconography that reflect the warmth, professionalism, and independent advocacy we bring to the healthcare landscape.
Our vision remains unchanged
While our visual identity has taken a bold step forward, our heartbeat remains exactly the same. Our core vision is simple: Anyone who experiences avoidable medical harm should get the support they need.
With the confidence of our clear identity and a louder voice, we are better equipped to live out our core values:
- Empathy and compassion: We are making our resources easier to navigate, ensuring we are there to listen and understand the impact of harm from the very moment you find us.
- Independence and integrity: Our bold visual identity reinforces our position as an objective, professional, and independent advocate.
- Collaboration: A stronger brand helps us work even more effectively with healthcare professionals, government bodies, legal firms, and healthcare professionals to drive lasting systemic change.
Watch our new brand video
To celebrate this milestone, we have launched a brand new video that charts our journey from 1982 to the present day, showcasing how our past has shaped our bold new future. The animation reveals the stories behind our history, the meaning behind our new heart-and-arrow logo, and how we are sharpening our focus to better serve our community.
By standing together, we don’t just help individuals move forward — we help make the healthcare system stronger and safer for all of us. Thank you for being a vital part of the Avma community as we step into this next chapter.