The Sick Kids Foundation's report designed by Tayburn
Tayburn has adopted a new approach with its annual review for The Sick Kids Foundation charity, by designing the report in the style and prose of a children's book.
Having worked with the organisation for the last 15 years, the creative agency was tasked with coming up with a refreshing way of reporting the scope of the charity's work throughout the year.
Set in hardback, and due to be despatched in their own material drawstring pyjama bag, the content of the report is written in a dialogue between a child and an adult. The child naturally asks lots of questions and the grown-up provides the answers which are accompanied by illustrations. As the story unfolds, the tale of a year’s activities at Sick Kids is told.
Tayburn’s group director, Steven Mitchell 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 a statutory online version, will be distributed to organisations that already contribute to the Sick Kids cause as well as potential funders.
Mitchell added: “A number of our key suppliers helped enormously by giving their expertise and resources free of charge. Their help has been greatly appreciated and our thanks go to them for their support.”