Capturing the optimism that comes from understanding

The Week Junior magazine is designed to give children amazing facts from throughout the world to enable them to make up their own minds about events. As well as inspiring a love of reading, it also promotes critical thinking.

Thinking
The magazine came to us for a New Year campaign. Traditionally, these had revolved around resolutions, fresh starts, and the joys of literacy. But we wanted to go deeper than that, proposing a new upbeat message that underscored what The Week Junior actually does for children – creating optimism through understanding. Against a backdrop of COVID-19 and conflict, our message was that when you understand something, you’re not scared of it any more.

Doing
“Understanding your world. Feels great, doesn’t it?” was an integrated campaign for digital, social and page ads that featured happy children bouncing. The power of the campaign came from the levity and brightness of the images while conveying to concerned parents that this was a product that could have a real positive impact on children’s lives.