The Brief
We were appointed by global NGO Health Care Without Harm Europe who were looking for a creative communications agency to create the brand identity and supporting materials for their latest initiative Born Green Generation, alongside a multi-channel three-year communications strategy.
Born Green Generation is a movement: a community of hospitals, healthcare professionals and parents protecting current and future generations from the harmful effects of plastics and chemicals by demonstrating that toxic-free healthcare is possible and making it a global norm.
The brand needed to be approachable and accessible, while inspiring behaviour change in healthcare settings. No small task, for a programme with the ambition and longevity of anti-smoking campaigns.
Insights and Approach
We ran a comprehensive immersion phase to also inform a three-year communications strategy and the programme’s name.
Research, landscape audits, analysis, workshops and multiple stakeholder interviews furnished us with an understanding of the project’s huge ambition, as well as its limitations. For instance, we needed to:
- Lead with healthcare, rather than environmental, messaging
- Ensure babies were central to the brand
- Make the initiative feel positive, achievable and solutions-based
The Outcome
We laid out some creative territories which would underpin the visual and verbal identity, which resulted in:
Born Green Generation: Great potential, enormous impact.
This creative territory highlights the scale of the issue while also alluding to babies, which are central to the communications approach. The logo design is suggestive of that fierce parental protection, illustrating a parent and child in one continuous line to represent transfer of love.
We needed to appeal to healthcare audiences primarily, while future-proofing the brand identity for new and expectant parents. For this reason, we brought in a colourful palette and graphics suggestive of wooden children’s toys – ensuring it was playful, adaptable and varied in its use.
