Tsuko Creates Brand Awareness Campaign For Children 1St
Wednesday, 26 May 2010
Brand agency Tsuko is today launching a brand awareness campaign for Scottish children's welfare charity Children 1st.
Formerly known as the RSSPCC, Children 1st celebrates its 125th anniversary this year.
Tsuko was engaged to raise public awareness of the charity in Scotland, and increase general understanding of the charity's dedication to children and families in Scotland.
A freshened brand identity and a new strapline, developed by Tsuko communicates the core activities of the organisation: "We listen. We support. We take action for Scotland's vulnerable children and families."
The integrated campaign kicks off today to raise the profile of Children 1st. Utilising TV, radio, online, social media and outdoor including bus sides and street talk, the activity will run for six weeks. This will raise the profile of Children 1st.
Tsuko has created a character to support brand promotion activities. The character - which is specifically not age or gender specific - demonstrates the impact of intervention by Children 1st and the wide variety of services it delivers to our communities.
The character is central to an animation built around the concept of lifting the dark clouds from Scotland's children and families. With a charming child voiceover, this will be used at events, conferences and available to view now on http://www.children1st.org.uk/ and You Tube, to explain more deeply the activities of Children 1st and improve overall understanding of the charity.
Tsuko made the key decision to break away from traditional brand imagery sometimes associated with vulnerable children and their families. Rather than employing images that can seem upsetting and distressing, the new Children 1st campaign focuses on the difference made by its activities.
Susanna Freedman, managing director for Tsuko, commented:
"Children 1st is a charity whose work and heritage commands enormous respect. As an organisation, they are very focused on the services provided on the ground, and the transparency in how these services are delivered, with over 80% of funds raised going directly into services. I find this refreshing, inspiring and encouraging. While this campaign is not about an appeal or fundraising, it is about reminding the public that Children 1st is Scotland's children's charity, founded over 125 years ago as RSSPCC. They fundraise in Scotland, to deliver services to children and families in Scotland only. And they do this with warmth, passion and integrity. I hope that by increasing awareness and understanding, it will in turn improve response to forthcoming appeals."
Anne Houston, chief executive of Children 1st said:
"As an independent charity, partnerships are central to the success of Children 1st. We are delighted to form a strong working relationship with Tsuko's creative team. We are confident their strategic support will encourage even greater focus on the support and engagement we offer for vulnerable children and their families."
Notes to Editor:
Tsuko was established in 1998. It currently comprises 10 people from areas of creative expertise, including strategic marketing and brand consultancy, research and planning, advertising, design and digital media.
It is a brand agency, capable of creating, articulating, developing, promoting and building brands using appropriate disciplines to deliver on clients' business objectives.
The company is driven by its founder and managing director Susanna Freedman.
Tsuko has undertaken major brand, communications and campaign projects for an extensive client list including Land Securities, Institute of Chartered Accountants of Scotland (ICAS), The Ryder Cup, Investors in People, Red Bull, Stobo Castle Health Spa, SPT (Strathclyde Partnership for Transport), Victim Support, Visit Scotland and University of Edinburgh.
About Children 1st
Children 1st's vision is a happy, healthy, safe and secure childhood for every child and young person in Scotland. The charity has 125 years experience of working with children and families, previously as the Royal Scottish Society for Prevention of Cruelty to Children (RSSPCC). Today, it supports families under stress, protects children from harm and neglect, help them to recover from abuse and promote children's rights and interests.