Together We Protect Children Campaign

The Challenge:

To design internal communications that raise awareness in safeguarding against cases of child and adult abuse. The campaign was launched in the wake of the tragic death of Baby Peter.

Diagnosis:

We recognised the sensitivity of the subject, but identified the need to unify Haringey Council and avoid the communications being seen as just a necessary response. The campaign had to keep morale up in the face of media criticism, but also needed to help change local child protection practices.

The Creative Solution:

We created the ‘together’ brand. Not only did this communicate the key message of everyone having a role to play, but the brand also offered longevity, ensuring the campaign wouldn‘t be seen as a knee jerk reaction.

The Results:

In a survey of 453 staff, 97% found the ‘Together’ newsletter thought provoking, 95% said it was easy to read and 91% said it was well set out. Further employee feedback included: “I feel we are really trying to work together to make a difference”. Finally, 4 months after the launch of the campaign, Ofsted Inspectors stated: “There is an increased level of confidence and morale that is enabling managers and staff to look forward with greater enthusiasm and commitment”. It is clear the campaign has led the change agenda.