Thu, 09 Apr 2020 11:21:16 GMT
R/GA London today launches ‘from my window’ - a beautifully illustrated story designed as a tool for parents to reframe the relationship their kids have with the everyday world, and help them better understand the impact of Covid-19 in a language more suited to them. Aimed at kids four - eight, ‘from my window’ tells the story of a little chick and his family during the quarantine and is narrated by the ‘children of R/GA London’ in an InstagramTV post on R/GA’s official Instagram page. The story can also be read by parents to children via a digital storybook.
“This idea originally started as an internal project to help give the parents of R/GA London something to create positivity and optimism for their children, and help them better understand what is happening in a language they really get’ said Rebecca Bezzina, SVP Managing Director R/GA London. ‘As the project evolved, the team's passion led us to create a beautiful story that we then wanted to share with the wider community, in the hope it might help children better understand that the current situation is temporary and not permanent.’’
With schools and nurseries now shut, kids across the UK will be asking a lot of questions about their current situation. But with news feeds and social media often not suitable for children, it’s increasingly tough for families to be able to explain the situation to their kids in a way that isn’t influenced by adult speculation and in a way that makes them more fearful of the situation. For kids, situations can feel bigger and more permanent when they are not understood in a language they understand - which is how the ‘from my window’ story by R/GA was concepted.
The illustrations and animations were created by R/GA London creative director Igor Pancaldi, with words by senior copywriter, James Greening.
Creative Director / Illustrator: Igor Pancaldi
Sr. Copywriter: James Greening
Chief Creative Officer: Andrew Le Masurier
Senior Strategist: Ed Watts
Head of Strategy: Rob Campbell
Account lead: Anna Rosenthal
Content Supervision: David Welch
Editor: Jack Padgham
Production Assistant: Ellie Hook