Society began focusing on social justice, lobbying to change legislation and welfare provision, and encouraging young people to speak and act for themselves. The charity's direct practice now focuses on vulnerable children and young people aged 10 to 18 - including children who have been sexually exploited, children in care and young refugees. Its policy and campaigning work is informed by its direct practice, and by its extensive research on children's well-being, child poverty and adolescent neglect. The Children's Society was rebranded in 2014 by London-based design practice SomeOne from a logo depicting a purple figure reaching for a star to the current black and white identity. The new look reflects the charity's belief of confronting 'hard truths'. In 2017, The Children’s Society launched a new strategy aimed at disrupting the cycles of disadvantage that prevent young people from thriving by 2030; an ambition that directly supports the vision and mission. The charity has chosen to concentrate on young people aged 10–18 with many problems in their lives (or multiple disadvantage). The strategy focuses on using innovation to scale up impact through technology and learning, partnerships to leverage resource, and continuous improvement by becoming an agile and efficient organisation. As well as supporting change at an individual level through its direct programmes of work, The Children's Society aims to effect systemic change by influencing legislation and government practice, and to effect a positive shift in public attitudes towards children and young people. The Children's Society's strategy explores the complex challenges in young people's lives by focusing on three areas: risk, resilience and resources. Risk: The threats and dangers to a young person's safety which could include neglect and abuse, exploitation and violence. Resilience: A young person's capacity to respond to adversity at any given time which could include mental health or trauma. Resources: The resources available to meet a young person's needs which could include family support, money or social support. Finances The charity's income in 2017-18 was £38.4m. This was largely voluntary income donated by supporters (£17.4m). A further £9.95m was generated by the provision of children's services and £10.82m from charity shops. Investments and other income contributed an additional £0.24m. Activities The Good Childhood Inquiry and Report The Children's Society is known for its research into children's well-being. It seeks to provide the a national picture on how children feel about their lives by asking children themselves. Over