AC­TION FOR CHIL­DREN

HIGHLY COM­MENDED: NOT-FOR-PROFIT AND SO­CIAL IM­PACT

Computer Arts - - Special Report - by John­son Banks www.john­son­banks.co.uk

De­spite be­ing one of the UK’s largest chil­dren’s or­gan­i­sa­tions, Ac­tion for Chil­dren had let its brand aware­ness slip, par­tic­u­larly amongst the gen­eral pub­lic. John­son Banks’ task was to find a clear po­si­tion for the char­ity to rally around, and help it stand out in the not-for-profit sec­tor.

Re­search re­vealed that the or­gan­i­sa­tion has a prag­matic, ‘just get on with it’ at­ti­tude at its core, and more im­por­tantly, makes crit­i­cal and timely in­ter­ven­tions into peo­ple’s lives. Th­ese fac­tors com­bined in John­son Banks’ ver­sa­tile iden­tity sys­tem, which uses a com­bi­na­tion of di­a­grams, flow charts and real, hu­man sto­ries to com­mu­ni­cate ex­actly how Ac­tion for Chil­dren works.

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