Action for Children
National Children's Hour

‘When the big hand reaches for the little hand.’

Leading UK charity Action for Children were to launch a new campaign aimed raising awareness of the huge value to children of having a least an hour a day of play and interaction with their parents or guardians.

They needed an identity to promote the campaign, and to really strike a chord with parents and guardians about the importance of this hour to children. Our approach was to create a typographic mark, incorporating a clockface that indicated the one hour a day – with the hands subtly suggesting a grown-up with a small child, peeking out from behind.

To add a further emotive element, we combined the mark with a warm and playful line, ‘When the big hand reaches for the little hand’ – underlining the importance of the connection between parent and child.

The wood print styling of the type subtly reflects the hands-on nature of children’s play activities, as well as making the mark feel less corporate. Action for Children loved the new mark, which has done a highly effective job of branding the campaign, across a wide range of communicaitons, including TV and social media.

We also created the National Children’s Hour campaign ‘activity book’, with each activity brought to life with beautiful illustrations made from objects and materials found around the home.

To find out more about this great campaign – as well as lots of activity ideas for your hour – visit Action for Children’s website, click here.

(Our other projects for Action for Children include: I’m An Activist for Action Children, It Starts with hello, An hour for Good, Swap n’ Shop to name but a few.)

Kind words…

“Action for Children appointed Neon to create a powerful creative idea and identity for National Children’s Hour. Neon delivered this in spades, presenting us with a campaign where early signs indicate that the public will be active and enthusiastic participants.

Working with Neon, you can expect strategic thinking combined with beautifully crafted creativity to bring a vision to life. As Head of Brand and Marketing, I not only appreciate the single-mindedness of their approach and attention to detail, but also the easy working relationship and genuine partnership they bring to the table.”

Head of Brand and Marketing
Action for Children

To find out more: or call +44 (0)20 3289 1733 Share this: Email, Google+, LinkedIn, Twitter, Facebook, Download PDF, or follow us on Instagram



Art direction
Brand guardian
Campaign strapline
Campaign brand mark
Promotional posters
Bespoke illustration

National Children's Hour campaign brand mark.

National Children's Hour 'When the big Hand reaches for the little hand' animation.

National Children's Hour campaign activity book.

National Children's Hour campaign and activity book promoted on Sky News.

National Children's Hour campaign activity kit.

National Children's Hour Facebook pages.

National Children's Hour website pages.

National Children's Hour campaign activity book illustration details.

National Children's Hour campaign pledge poster and event reportage.

National Children's Hour campaign brand mark.

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