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Simplifying complex care information
for young people.
Client: University of Strathclyde
Agency: Bright Signals
My role: Ideation, Scripts & Messaging, Focus group questions, Voiceover session direction
Problem
CELCIS, the Centre for Excellence for Children’s Care and Protection at the University of Strathclyde, wanted to help young people better understand what a Section 25 arrangement is (a legal agreement where a child is cared for by the local authority with parental consent)— a topic that can feel complex and hard to relate to.
Insight
When information feels complicated or heavy, it’s much easier to understand when it comes from someone relatable, in a simple and friendly voice — like a big brother who’s been through it themselves.
Idea
A friendly character (Pete), a “big brother” figure who had been through a Section 25 arrangement and could explain the process in a relatable way.
Working to a tight one-month turnaround — and including a focus group with young people to ensure it landed — I focused on making Pete’s voice feel human, clear and easy to understand in all the campaign assets.
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