Agency takes novel approach to Sick Kids annual report

by Dan Leahul, Brand Republic 28-Oct-08, 10:20

LONDON - Creative agency Tayburn has produced the annual report for children's charity, The Sick Kids Friends Foundation, in the form of a colourful children's book instead of more typical statutory form.

Set in hardback and delivered in a drawstring pyjama material, the content of the Sick Kids report is written as a dialogue between a child and adult.

In the review, the child asks questions and the grown-up provides straightforward answers, which are also accompanied by illustrations.

Steven Mitchell, Tayburn's group director, said: "Clearly, this is not the normal vernacular you would associate with an annual review, but we wanted to produce a piece of communication that put the corporate messages across but, at the same time, was engaging to read.

"Given the fact that this charity is all about children, it seemed only natural to formulate a report based around a popular medium that creates interaction between children and adults."

The report, which was also produced in statutory form online, will be distributed to organisations that already contribute to the Sick Kids' cause as well as potential funders.