Ending Physical Punishment

This is the Sound of Change

21 March 2022 is a historic moment for children and their rights in Wales. From this day on, physically punishing children will be illegal in Wales. Our task was to inform all the nation of this change in law.

Our concept, ‘The Sound of Change’ features music, and its power to transcend language to engage the audience on an emotional level. Using sound, music and movement, our aim was to connect with everyone, regardless of background, age or gender.

Our hero film narrative unexpectedly turns the negative act of physical punishment, into a positive and empowering one through a percussive soundtrack. Created by children, their parents and families with claps, taps and high-fives, it announces and celebrates the imminent change in law that will further protect children’s rights in Wales.

This national, integrated campaign was rolled out across above, below and through the line channels, including TV, radio, outdoor, print, social and paid digital, leveraged with PR and community outreach engagement throughout. Stakeholder engagement was key to amplify the campaign reach and engagement with the support and involvement of partners such as UNICEF, Save the Children, Action for Children, Barnardo’s and the Children’s Commissioner for Wales, amongst other key organisations.

The campaign kicked-off in the summer, targeting staycation holidaymakers at service stations and tourist hotspots across Wales with billboard posters and digi vans. Paid digital and social media were ‘always on’.

The hero film was featured on TV, terrestrial and OnDemand as well as on paid digital and social media. Hub films featuring partner organisations endorsing the change, were also produced and shared online.