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The term ‘Sendero’ translates to ‘path’ or ‘trail’ in Spanish. The new name, accompanied by a new logo featuring a winding pathway encapsulates the diverse healing journeys of individuals, recognizing that everyone’s experience is unique yet filled with opportunities for growth and recovery. The pathway in the logo is surrounded by orange and teal, evoking thoughts and feelings of optimism, renewal and empowerment.

Central Alberta Sexual Assault Support Centre (CASASC) New Name Announcement

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The Central Alberta Sexual Assault Support Centre (CASASC) is taking a significant step forward on November 1 with its new name, Sendero Centre. This rebranding reflects the centre’s deep commitment to its clients and the community, symbolizing a renewed focus on healing and support.

The name Sendero, meaning “path” or “trail” in Spanish, perfectly represents the centre’s mission. The new logo, featuring a winding path, symbolizes the diverse and unique healing journeys of individuals, emphasizing that while each path is different, all are opportunities for growth and recovery. The use of orange and teal in the logo evokes feelings of hope, renewal, and empowerment.

“At Sendero Centre, our clients navigate their own unique paths, moving through different stages from intake to counseling and support,” said Patricia Arango, Executive Director. “We want Sendero Centre to be a welcoming place where clients feel empowered to choose the path that best suits their needs.”

The original centre was established in 1983 with a modest $35,000 government grant, operating with just a card table, a few chairs, and a phone. Over the past 40 years, it has grown significantly, now offering essential services such as the 24-Hour Support Line, youth and adult counseling, the Police and Court Support Program, and educational initiatives.

As one of the few organizations in the area providing free, no-referral services, Sendero Centre ensures a seamless intake process, making it easier for individuals to access the help they need. Last year, the centre supported and educated over 22,921 individuals, responding to 2,215 Support Line calls, conducting 2,554 counseling sessions, assisting 196 police and court support clients, and delivering 816 educational presentations.

“Sendero Centre is the only non-profit in Red Deer offering therapy and counseling services to both children and adults affected by sexual trauma. While our no-cost services benefit the community, they also mean we constantly need funding and support,” noted Christi Albers-Manicke, Communications.

Sendero Centre’s vision is to build a community grounded in respect, understanding, and support for those impacted by sexual violence. The centre encourages community involvement through volunteering or donations, especially as the holiday season approaches.

For more information about the rebrand, programs, and services, visit SenderoCentre.ca or follow them on social media at @SenderoCentreRD.

 

 

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