Grace Kelly

We built the campaign around a simple truth: parents know their children better than anyone. After testing creative routes through a YouGov survey to ensure the message would land as intended, we invited children connected to the charity into the process through a ‘Doodle Day’ art workshop. Their drawings became the heartbeat of the campaign, giving the work warmth and authenticity while keeping the focus on empowerment. 

#YouKnowThemBest rolled out as a fully integrated, three-month campaign across Worcestershire, Gloucestershire, Herefordshire and the West Midlands. A dedicated landing page anchored the message, supported by OOH, cinema, Channel 4 Pause, radio, PR and social activity. Every touchpoint carried the same tone: calm, clear and confident, giving parents practical knowledge and the reassurance to use it.