PRWeek UK Awards Winners 2020: Not-for-profit

This award goes to 'The store of modern childhood', by W for The Children's Society.

PRWeek UK Awards Winners 2020: Not-for-profit

The Children's Society's annual Good Childhood Report had fallen on deaf ears the previous year amid the maelstrom of Brexit and its findings had failed to gain widespread media attention.

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The charity wanted to bring the statistics in its latest report to life and connect with parents and key workers, gain coverage for the study and drive overall awareness of its work.

W’s answer was to create 'The store of modern childhood', which contained stab-proof vests, bruise-concealer and a fake social media app called Grooma to represent the shocking findings of the report.

The agency presented the unsettling items in an exhibition at the end of August, in the form of a ‘back-to-school’ store like no other, on London’s Baker Street.

The shop was visited by 2,000 people in two days and, despite the launch date coinciding with Boris Johnson’s failed attempt to prorogue Parliament, it won more than 100 pieces of coverage, including its target outlets The Guardian and Channel Four News.

Judge's comment

A shocking set of insights brought dramatically and cleverly to life.

Highly Commended

Taking a stanza by Cow for the Institute of Cancer Research (ICR).

A low-cost campaign which drafted in Poet Laureate Simon Armitage to write a 51-word poem about cancer, which was hand-engraved onto a replica of a pill. The campaign drove up to £1m of donations to the ICR’s project and 100 different articles, including 13 in the national press.


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