The Duchess of Cambridge’s Early Years survey

To inspire a broad audience, campaign materials must clearly communicate the positive impact of taking part.

The challenge

The Royal Foundation approached Make it Clear (MiC) to help The Duchess of Cambridge launch her landmark UK-wide survey on early childhood, ‘5 Big Questions’. Aiming to spark a national conversation, a marketing campaign was needed to help build awareness of the survey and encourage as many participants as possible to take part.

The process

Make it Clear developed the creative direction, messaging and design guidelines to support wider marketing activity around the campaign. Our considered use of photography, typography, and emotive copywriting aimed to inspire the broad target audience to take part.

Supporting campaign assets were produced for media engagements, charity partners, corporate partners, social channels and out of home advertising. These assets ranged from poster designs and emails to digital adverts and out of home digital displays.

The result

On Tuesday 21st January 2020, The Duchess embarked on a 24-hour tour of the country, visiting Birmingham, Cardiff and Surrey to launch ‘5 big questions on the under 5s’. The survey achieved press attention and was featured in all major UK publications. Anecdotal feedback on the campaign and launch has been positive. However, as this is an ongoing project the full results are not yet available and will be shared in due course.

Join the conversation using #5BigQuestions.

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