Understanding people, inspiring change

Before any creative development began, we spent time with the Council’s marketing team to understand the purpose behind the campaign and listen to the real-life stories of those it aimed to support. Listening to families and individuals who have sought help gave us invaluable insight into the barriers people face, often emotional ones like pride, fear, or uncertainty. These conversations shaped the tone and style of the campaign, ensuring it felt relatable, reassuring, and empowering.

We also applied the COM-B model, a recognised framework for behaviour change that focuses on Capability, Opportunity, and Motivation as the three key factors influencing behaviour. By using COM-B, we could develop creative messages that didn’t just inform but actively encouraged people to take positive action, to feel at ease when seeking help, to recognise the opportunities available, and to feel motivated to take that first step.

A campaign built on warmth and trust

We developed the main strapline, ‘Take Charge. Take Control. Get Support.’, together with supporting messages that spoke directly to local families. It was important that every element felt human and approachable. The illustrated style brings warmth and familiarity, capturing moments from everyday life in the borough. Together, the words and visuals build trust and gently encourage people to reach out for the support they need.

Reaching people where they are

Our designers created a complete range of assets to ensure the campaign reached people wherever they are. From bus shelter adverts and social media graphics to posters, flyers, pull-up banners, and digital assets, every touchpoint was considered.

We developed a cohesive colour palette, typography, and illustration style to ensure consistency across every platform. We think the campaign feels warm and is recognisable no matter where it’s seen.

James Chantler, Happy’s Creative Director explained the vision for the campaign, “It was about finding that balance between clarity and compassion, creating something that stood out, but warm enough to feel genuine. By spending time getting to know the audience and their experiences, we were able to shape everything from the tone of the messaging to the friendly, illustrated style, to suit all target audiences. It’s always rewarding to see creative work that can make a real difference in people’s lives.”

The Happies love working on campaigns that help make a difference to people’s lives and to communities. If you’re looking to launch a campaign in your community, we’d love to chat.