Talk about EVERYTHING
De Kindertelefoon is a unique non profit in The Netherlands that children and teenagers can call or chat with when they feel like talking to someone. From heavy stuff to small talk, about loneliness or love at first side; the Kindertelefoon volunteers are there when you need them. To boost this message, and to counter the stigma that they are just there for sad kids, they asked us to rebrand them to show everyone what they really stand for.
We started our process with a creative session with kids of different ages. Asking their input on all sorts of things and helping us to figure out what the key message is we need to get across.
Addressing the stigma directly
During various tests it became very clear that especially the youngest kids want clarity. Don't joke about things, or add abstract layers, simply tell it to them like it is. And give examples. If you want kids to know you're available to talk about anything, the good and the bad, simply say so. This is how we composed the new brand message: You can talk about anything with De Kindertelefoon.