The Children's Society wanted a high-impact, disruptive launch for its annual good Childhood Report which revealed that child happiness and wellbeing was at its lowest level in a decade.

Co-created with my fellow creative Scott Dimbleby, The Store of Modern Childhood was a physical manifestation of the issues and anxieties faced by many children and young people today, such as violence, abuse, bullying, neglect and low self-esteem.

Stab vests for kids, bruise concealer, changing room mirrors of low-self-esteem and a social networking app called grooma were just some of the items on display at the ‘back to school’ shop with a difference, which opened in London over two days.

SOMC swept the award for Best Live Experience at the PR Week, Campaign Live Experience Awards PR Moments ‘Best Live Experience'. It was also shortlisted for the PR Week Award for Best Use of Creativity (beaten by another campaign of mine, The Beeza for Papa John's)

Links

PR Week – Behind the Campaign • https://www.prweek.com/article/1677007/theres-fine-line-hard-hitting-sensationalist-behind-campaign-store-modern-childhood

Mail Online • https://www.dailymail.co.uk/femail/article-7407605/Adverts-fake-online-shop-circulate-social-media-campaign-protect-vulnerable-kids.html

Public reacts • https://www.dailymail.co.uk/femail/article-7407605/Adverts-fake-online-shop-circulate-social-media-campaign-protect-vulnerable-kids.html