The brief
Challenge the outdated legal defence of “reasonable punishment” that means adults are allowed to physically punish children. We needed to make the issue clear, urgent and emotive so that the public and MPs were inspired to join our calls for the Government to amend the law.
What we did
We highlighted that the law was vague and harmful by visually showing it as messy and unclear. We used a strikethrough motif to reveal our simple, direct ask, using bold neon green and strong typography to cut through.
Our campaign appeared across different digital and print channels, including a digital van, ads around Parliament, organic social, print ads in newspapers, web banners, and a coordinated day of action. Support from celebrity ambassadors made our ask even more visible, with Samantha Morton and Jim Chapman present at Parliament, and Alan Shearer and Michael Caine signing the open letter.
Impact
Our day of action, executed in collaboration with Policy and Press, generated an incredible 678 pieces of coverage across broadcast, print, and online. The campaign also featured on Good Morning Britain, Sky and Loose Women. We achieved real cut-through in public and political arenas, with the campaign even being discussed in Cabinet.
