Helping the NSPCC create their first ever subscription product.

COVID-19 hasn’t just affected adults. From totally transforming daily routines to being apart from friends and family for months at a time, it’s had a huge impact on children, too.

So, to help them feel more resilient, creative, happy and mindful in the face of covid - and in general - we’ve teamed up with the NSPCC to create their first ever subscription product.

Helping children crack the code to their emotions

The NSPCC team already had a core concept for the subscription product: helping children understand their emotions so they’re better able to turn negative feelings and situations into positive ones.

And what better way to do that than with a whole new fab four: the Amazing Me Codebreakers? Personifying four emotional states – resilience, happiness, mindfulness and creativity – we’ve created a quartet whose job is to help children feel at their most amazing.

How it works

Every month, we theme an activity pack around one of our Codebreakers: Resilient Raven, Creative Cai, Happy Hakeem and Mindful Milo. 

Depending on which Codebreaker the pack is centred around, our team of creatives – with the NSPCC’s expert help – craft a pack filled with games, facts and activities that help children crack the code to their emotions, so they can deal with whatever life has to throw at them.

Characters full of character

It’s vital that children can relate to our Codebreakers, so we’ve made them a mixture of things children like to see and be: colourful, friendly, inspiring, imperfect, reflective, cheerful, positive – even gender fluid (Raven’s pronoun is ‘they’). 

A huge part of this relatability is the vibrant and charming illustrative style we’ve introduced, while the colour-soaked design and upbeat tone of voice we’ve created means our readers – child or adult – always see the bright side of life.

Being different, staying the same

From the illustrative style to the tone of voice, Amazing Me Codebreakers is a whole new brand. But it’s important that it retains some of the NSPCC DNA, so readers can tie the joyful Codebreakers experience with the parent charity – encouraging greater brand engagement and ensuring the NSPCC’s amazing work continues.

Each activity pack, therefore, links back to the NSPCC through signature brand colours and with messaging that informs readers of the ‘bigger’ reason for subscribing to Amazing Me Codebreakers. Namely, that by helping their own children feel at their most amazing, subscribers fund the NSPCC’s work in helping all children live better lives.