Confusion is a feeling shared by most during the COVID-19 pandemic and whilst the world adjusts to a new normal, children were left wondering what on earth was going on? 

That’s why when COVID-19 hit we set to work with our client, Toddle, a child care search platform, to help parents and child care providers communicate with children under five about the pandemic in a language they could understand. 

> Campaign
> Brand content
> Social advertising

What better way to educate children than with a story? At the heart of the campaign is The Boogers Are Coming storybook and animation. Using a set of Little Monsters characters (based on the six personality archetypes of children) the story is designed to educate children about germs, how they spread, and how they should behave. The story and the way it was designed for children helped to position Toddle as a voice of authority with its two target audiences - parents and child care providers.

Firstly we created the actual storybook. For parents, this came as a downloadable PDF, Instagram stories and posts, and a printable version to colour in. For child care centres, we printed copies for them to use within the centres.

The Little Monsters were then used across every touchpoint Toddle had with both parents and the child care centres themselves. This included creating and housing Little Monsters resources on the website and social media channels, as well as promoting those resources via email, social advertising, partnerships with Toddle ambassadors (a tribe of experts and influential parents), and PR.

Finally, we joined forces with Australian actor Gyton Grantley to narrate the animated version of the book, which families could watch via Toddle’s website, YouTube and IGTV. Gyton Grantley is well known for his work on House Husbands and more recently he performed as Ron Weasley in Harry Potter and the Cursed Child.

Toddle has subsequently adopted the Little Monsters as a useful asset to help educate children about an array of different issues that children face and may find difficult to understand, as well as a powerful brand tool to engage with parents and child care centres. Work is already underway for the next storybook.

Poppins is not just our agency, but feels a part of our team. They immersed themselves into our vision for the business from the very beginning and have delivered stand-out work.

Arthur Charlaftis, CEO

Big thanks to Arthur, James, Ash and all the other Little Monsters over at Toddle. And, of course, the very talented Lee Price for the words and Perry Rowe for the pictures.