Childhood Day
The NSPCC invited us to pitch for Childhood Day 2021 – a flagship day that, in five years, they want to be as big as Children in Need and Comic Relief.
I was Creative Lead on the winning pitch and, over the next six months, developed a brand new visual identity, wrote a Direct Response film, created event and fundraising packs, oversaw the design of Direct Mail, animation, social and display collateral. As part of my role, I also consulted with internal teams on brand social creative, corporate and celebrity activations and uniting the whole organisation around the day.
LOOK & FEEl
I developed this look & feel to bring the spirit of play to life. A digital-first identity that feels modern, colourful, informal and playful in a simple wordmark and icon. Something which creative teams could have fun working with and audiences would smile at when they saw it.
A ball is universal, ageless and genderless – from your first squishy toy ball to a Premier League football, and everything in between. A ball passed becomes an invitation to play, and that’s what I wanted to convey with this identity.
Event & Fundraising packs
Everyone who signed up to play on 11 June received an event pack including play prompts, photo props, stickers, invitations, build-your-own play dice and posters. Alongside the fun, this was also the chance to introduce the power of play to help children recover from abuse and the importance of every pound raised on Childhood Day.
DRTV 60”
In addition to the event creative, we also created a Direct Response film called, ‘This is Childhood’.
It shows what childhood can be – what childhood should be – abruptly contrasted with the heartbreaking reality of hurt and abuse that children experience in the UK every year. This is what childhood should never be.
These two acts create a shared understanding with the viewer. Simply, childhood should be full of the good stuff, and abuse should never be part of it. Having built that inarguable shared truth, we offer our audience a tangible, affordable, simple way to protect those children at risk of abuse.
