The NSPCC team recognised that the Childline online content needed a refresh. While the advice and guidance within the content is useful, it was too negatively framed and didn’t offer clear benefits to motivate young people to engage. 

They wanted to shift the focus to warmer visuals that feel more relevant and youth orientated, so young people will feel more inclined to interact.

In order to achieve this they requested toolkit of small emoji-like illustrations and framing devices that we can lay over our photography, to pair with content, utilising across the website and social channels, reflecting topics like mental health, self care, sex and relationships, feelings, school and your body.