The Royal Foundation: Shaping a campaign to transform early childhood

The Royal Foundation Centre for Early Childhood grew awareness of the importance of early childhood in the UK with a social, cinema and out-of-home campaign based on clay characters.


In launching Shaping Us, The Royal Foundation Centre for Early Childhood wanted a campaign that could combine science and creativity to remind a nation how extraordinary a period of development pregnancy to age five is.

Standing in the way of this was a critical lack of awareness - just 17% of UK adults understanding how important a developmental window these years are1 - as well as a dominant narrative associating this time with struggle.

Harnessing the power of emotional storytelling, the raft of scientific developmental research and the craft of claymation, our film-led campaign took early childhood...

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