Woven Agency Leeds

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Executive summary
In recent years, parents have become increasingly aware of the importance of mental health. To help them start conversations about emotional resilience and wellbeing with their children — and to give children lifelong coping skills to prepare them for whatever the world might throw their way — the NSPCC and Woven teamed up to create the charity’s first ever monthly subscription product.

Strategy
The NSPCC team already had a great concept for the subscription: helping children understand their emotions so they can turn negative feelings into positive ones.

Our idea was to personify this positivity into an all-new fab four: the Amazing Me Codebreakers. Based on resilience, happiness, mindfulness and creativity, these four characters would help children crack the code to their emotions through a series of missions, activities and facts.

To win credibility with parents, the packs were developed in consultation with child psychotherapists and mindfulness experts, while each pack’s theme was underpinned by research that revealed the science behind the fun.

Craftsmanship
Our key objective was to use the NSPCC’s expertise in children’s mental health to introduce the topic of mental wellbeing in an accessible way for children.

We did this through a vibrant pack that grabbed children’s attention and encouraged them to learn about themselves without it feeling like a typical learning scenario.

While the pack was a new venture for the NSPCC, it had to carry elements of the existing brand and messaging, so parents knew they weren’t just doing good for their child, they were doing good for children across the UK.

However, we were sure to maintain certain brand messaging and colours within the pack to draw on the charity’s brand equity and to make the Codebreakers feel part of the NSPCC family rather than separate from it.

Performance
It was vital that children could relate to our Codebreaker characters, so we made them a mixture of things little ones like to see and be: colourful, friendly, inspiring, imperfect, reflective, cheerful and positive.

A large part of this relatability is the charming illustrative style we’ve introduced, while the colour-soaked design and upbeat tone of voice we’ve created help our readers — child and adult — see the bright side of life.

In the end, our designers, illustrators, art directors and copywriters have created a year’s worth of activity packs that both look amazing and help its readers feel amazing.

MADEIT CREDITS

Annual 2022 ShortlistMaking ‘Amazing’ feel like child’s play with NSPCCSocial Good Pro member:

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Contributor:

Woven Agency has been a Contributor since 30th August 2018.

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Making ‘Amazing’ feel like child’s play with NSPCC

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