Missing People
Launching a national chatbot service in partnership with the UK’s leading children’s charities
Missing People have teamed up with Children In Need, NSPCC and Childline to launch IsThisOk?, a chatbot service which provides support and reassurance for young people aged 13-18 who might be at risk of abuse or exploitation.
JBi was appointed to support the launch of this service by creating the IsThisOk? Brand, producing a set of brand guidelines and designing impactful campaign marketing material. This material included outbound marketing collateral, social media assets, a YouTube pre-roll video and more.
The central mission of the IsThisOk? campaign is to provide support to as many vulnerable young people as possible, so our priority from the beginning was to ensure that we were considering the target audience at every turn.
Our approach was led by the feedback and insights of IsThisOk?’s target audience: young people
We worked closely with Missing People to take full advantage of the user research groups that they had available.
Our ideas were taken directly to a diverse group of young people, who provided invaluable insights. Among other things, they were shown potential visual directions for the campaign, as well as early logo concepts and collateral. This was of massive help to our design team as these concepts evolved.
We also produced an initial benchmarking questionnaire, which was completed by each of Missing People’s research groups and circulated through Childline’s social channels.
Catching the Attention: Crafting the Impactful IsThisOk? Brand for 13-18 Year Olds
IsThisOk? needed a distinctive and impactful brand which would catch the attention of 13-18 year olds.
Thanks to Missing People’s user research groups, we were able to take into account direct feedback from the target audience as well as input from the project stakeholders.
Following several rounds of feedback and collaboration, we produced the final version of the IsThisOk? Brand, which was launched on a national scale.
Targeting a diverse range of young people as part of an adaptable and wide-reaching campaign
IsThisOk? needed a distinctive and impactful brand which would catch the attention of 13-18 year olds.
Thanks to Missing People’s user research groups, we were able to take into account direct feedback from the target audience as well as input from the project stakeholders.
Following several rounds of feedback and collaboration, we produced the final version of the IsThisOk? Brand, which was launched on a national scale.
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