GOSH is seen as a London-only charity. We needed to make GOSH more relevant to parents of young children across the UK, so they would be more likely to support the charity in the long-term.

We took characters which children and parents know and love - from Peter Pan to Horrid Henry - and used them to create surprising stories which demonstrate the Power of Play. With animated shorts, comics, ebooks and audio, we showed how play can get kids through the toughest of times.

Play is a ‘superpower’ which can help children cope with and overcome childhood challenges. That’s why GOSH employs a team of Play Specialists who use play to help sick children in the hospital cope with really difficult situations.

In order to boost GOSH’s relevance across the UK with our core audience of parents of children aged 5-11, we took the Power of Play outside of the hospital for the first time by giving consumers the resources to help kids cope with and overcome childhood challenges.

To ensure these resources were noticed, used and shared, we presented them in the guise of brand new stories from well-known children’s characters.

We created a learning and entertainment hub called the Power of Play to extend GOSH’s expertise in play to children across the UK. This featured six original stories starring Peter Pan, Alice in Wonderland, Hey Duggee, Dennis & Gnasher, Horrid Henry and JoJo & Gran Gran, across animated shorts, a comic, ebook and audio stories. Each story was crafted with the IP owner and GOSH’s Play Specialists to show how play can help get kids through the toughest of times.

The stories are hosted on GOSH’s online hub, plus free copies of the Peter Pan book were distributed at McColl’s. Paid and pro bono media ran in the UK to promote the hub across TV, Print, OOH, Social & Digital Display for the month of September 2021.

GOSH saw significant uplifts in a range of brand metrics, measured through a Savanta survey with parents of children aged 5-11. The first survey dip was conducted pre-campaign; the second was conducted with 2,539 respondents post-campaign in October 2021:

Our audience saw the campaign and became more aware of GOSH

? Almost a third of the targeted audience recalled seeing the campaign

? As a result, overall awareness of GOSH improved

The campaign drove brand relevance

? 73% now agree GOSH works to help improve children’s wellbeing.

? 10% increase in agreement with positive statements about GOSH (vs pre-campaign survey).

The campaign drove action amongst those who saw it

? 56% want to find out more about the Power of Play

? 55% would tell their friends and family

? 57% would turn to GOSH for resources

? Hub analytics shows those who visited typically spent time on multiple pages