In 2000 Camp Quality was a sick organisation, critically out of alignment.
Full of committed, caring, well meaning individuals – as a collective it was dysfunctional, lacking direction and down on its knees financially. Morale was low, it struggled to attract support and sponsorship dollars. It was being investigated by the charities commission and was in serious danger of being closed down. Camp Quality was relaunched in 2001 with a new brand strategy and guiding philosophy of ‘Fun Therapy’, and a belief in optimism and the power of positive thinking summed up under the banner of ‘Laughter is the best medicine’.