Problem
Active Leeds wanted a New Year campaign that emotionally resonated with families and highlighted the organisation’s impact in a human, authentic way, avoiding cold, overly digital marketing. The challenge was to showcase community voices while keeping the visuals clear, engaging, and adaptable across channels.

Ideas
I developed “Making a Difference Everyday”, using children’s drawings as the storytelling device to let the community show the impact themselves. The nostalgic, playful illustrations allowed both children and adults to connect emotionally, creating warmth and inclusivity while reinforcing the brand’s message.

Execution
I worked directly with parents to collect and refine the drawings, editing them for clarity, adding messaging, and adjusting assets to suit different formats across social, print, and email. The campaign maintained a cohesive, human-centred visual system, successfully connecting with audiences and strengthening brand resonance.

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