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Tsuko creates brand awareness campaign for Children 1st

Posted on Monday, May 24, 2010 By Tsuko

Brand agency Tsuko is today launching a brand awareness campaign for Children 1^st, one of Scotland's leading children's welfare charities and formerly known as the RSSPC, as it celebrates its 125^th anniversary.

Tsuko was engaged to raise prompted and unprompted public awareness of the charity in Scotland, and increase general understanding of its proposition and services.

An audit and review of the brand; its vision, values, personality and tone of voice, alongside focus group research helped Tsuko to gain insights into target audience awareness and perceptions. This led to the re-development of the Children 1^st brand identity, which now incorporates a new strapline to communicate the core activities of the organisation; "We listen. We support. We take action for Scotland's vulnerable children and families."

Tsuko has also created a character to support brand promotion activities. An animation built around the concept of lifting the dark clouds from Scotland's children and families, is harnessed by the character - which is specifically not age or gender specific - and demonstrates the impact of intervention by Children 1^st and the wide variety of services it delivers to our communities.

Deliberately avoiding the typical imagery and messages used by NSPCC and other children's charities, Children 1^st seeks to communication its vision and the difference made by its activities, rather than shock audiences into support.

The integrated campaign kicks off today to raise the profile of Children 1^st. 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 1^st.  In addition, a short animation film with a charming child voiceover, to be used at events, conferences and available to view now on www.children1st.org.uk and You Tube, explains more deeply the activities of Children 1^st. This aims to improve overall understanding of the charity.

Susanna Freedman, managing director for Tsuko, commented:

"Children 1^st 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 1^st 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 1^st 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."