11 Million.
Formerly known as the Office of the Children’s Commissioner, 11 MILLION is an independent organisation that looks after the interests of and acts as a voice for children and young people. We have been their brand and communications partner since 2006, helping 11 MILLION create and express the brand and communications that are now the voice of 11 million children and young people.
My voice, my organisation.
Taking the views of children and young people to people who can make a difference to their lives.
Audience.
What can children and young people do to reduce gun and knife crime? “I think the Government should give children more things to do so they are not just hanging about on the street". Charles, 12, South West. Visit www.11million.org.uk and this is what you’ll see: children talking about their world.
Challenge.
The Government created the organisation to ensure children are listened to, represented and championed. Our brief was to give children that voice by creating the brand, so we started by listening to the customer: the children. At the same time, we listened to the audience: public services organisations who create policy and deliver services.
Insight.
The result is 11MILLION – the number of children and young people in England. This name embodies what the organisation stands for. To reinforce the message, all communications are positioned as coming from the children and young people themselves.
Result.
There has been excellent progress since the publication of the Children’s Plan. The Government’s commitment to making England the best place in the world to grow up is clear to see, with substantial investment to improve the children and young people’s workforce. Who said children should be seen and not heard?
Creating an annual report for children
Understanding the key audience was right behind the reports impact
Audience.
11 Million is the new name for the Office of the Children’s Commissioner – the government body that acts as the voice for children and young people. The organisation went through a radical rebranding process with The Team to become much closer to children - both in the way it’s organised, and how it looks and feels.
Challenge.
Children are obviously a key audience. We also thought every opportunity should be taken to make adult readers immediately aware of who the organisation was for.
Insight.
Throughout the rebranding process for 11 Million, The Team spoke to large groups of children and young people. Their views and opinions informed all work on the brand. When we created the annual report, we had already spoken to hundreds of kids about what they wanted and needed in life.
Result.
We designed the annual report as a sticker book. The cover had peelable stickers featuring the brand’s bright icons. The contents were written in a way that was easy to understand and navigate, and were laid out in a children’s magazine or textbook style.