The Childrens’ Society: Save Teenhood

This project began with an important strategic question. How does an organisation called ‘The Children’s Society’ align its positioning with the reality of it’s service offer which focuses primarily on UK teenagers? And how can we activate that positioning through a single creative platform that can unite an entire organisation around a common goal?

The answer was uncovered during an 18-month project where the team I led, delivered the overall creative strategy in partnership with our media and PR agenices. The project included a full brand re-positioning, the delivery of the supporting campaign and the alignment of three supporting organisational propositions.

My job was to ensure alignment between each of the three agencies and the client, to push the strategic output whilst ensuring seamless integration across the enitre organisation and to create an environment where our creative team could deliver the best work possible. Our campaign aims to achieve long-term brand objectives and fundraising income targets - we produced assets including a Brand Film, OOH, DRTV, Social, DM and Doordrops. Our films were Directed by Ben Strebel and Biscuit Productions.