The Rochester Children's Zone changed its name last week to the Rochester Surround Care Community Corporation.

The name change is a little bothersome. It's taken several years to build name recognition for RCZ. A lot of that effort will be lost.

It was also a child-centered name and seemed more focused and easier for the general public to understand.

But some type of name change was necessary, says City Council member Adam McFadden, RSCCC board of trustees chair.

RSCCC was inspired by the Harlem Children's Zone, which was founded by Geoffrey Canada in the mid 1990's. Canada was struck by the number of children in Harlem who were having difficulty in school because they lived in neighborhoods ravaged by unemployment, drugs, and violence. He created a multi-level safety zone for children: better housing, health care, nutrition, and education.

But the folks at the Harlem Children's Zone trademarked their name because several other cities were using similar names, possibly giving the impression that they were affiliated.

"It was presenting them with difficulties raising money," says McFadden. "They were concerned that people would get confused and give to the wrong organization. We just didn't want to risk having a legal problem with them over it."

McFadden is not that concerned by the name change.

"The people who care about this organization will understand," he says.

Maybe. Surround Care is social worker jargon and it swims dangerously close to sounding like welfare, something a large portion of the public doesn't support.

And public support beyond the neighborhood is critical for many reasons.

The main reason: money.

Surround Care will need to begin raising lots of it real soon if it is going to remain viable.

Rochester Surround Care Community Corporation is located at 439 Central Avenue. Its new number is 546-1040.