Some briefs stay with you long after the work is done. Our partnership with Cratus Group on the 165,000 Reasons campaign is likely to be one of them.

Created to build momentum for ending temporary accommodation for children, the campaign shines a light on the more than 165,000 children across England growing up without a stable place to call home.

From the outset, this felt bigger than a communications challenge. It was an opportunity to help turn a statistic into something impossible to ignore. Cratus had a clear ambition: to create a national movement capable of bringing together local authorities, policymakers, developers, charities and families around a shared goal. Our role was to create an identity and digital experience capable of raising awareness, building public consent and inspiring action.

The scale of the issue is staggering. Today, more than 176,000 children across the UK are living in temporary accommodation, with the number continuing to rise year on year. Many are living in hotels, hostels and overcrowded rooms, facing repeated moves, disrupted education and poorer health outcomes. But numbers alone rarely move people.

Our creative approach was rooted in a simple idea already present in the campaign’s proposition: every statistic is a child. Every child deserves a home. Rather than creating an identity dominated by data, we designed a system that could communicate both the magnitude of the crisis and the individuality of the children affected by it.

That thinking informed every part of the campaign, from the identity to the website experience. Clear, accessible typography gave weight to the numbers, while authentic photography and lived experience brought humanity back into the conversation.

One of the campaign’s defining creative devices became the names themselves. Instead of treating the number as the hero, we transformed it into a collection of individual names, making visible the people behind the statistic. It became a simple but powerful reminder that behind every figure is a child with their own identity, future and potential.

The visual language followed the same principle. Rather than relying on the dark, fear-driven cues often seen in social campaigns, we developed an optimistic, highly recognisable colour palette that signalled possibility rather than despair. Combined with bold typography, it created a distinctive identity capable of building recognition while supporting a movement focused not only on the urgency of the issue, but on the hope of solving it.

The result was an identity that balanced urgency with optimism: considerate, accessible and designed to unite people behind a shared cause.

Underlying the work was a principle that sits at the heart of much of what we do: people respond to people. Statistics help us understand a problem, but human stories help us feel it.

For a campaign seeking to build political momentum and public support, that distinction matters. Awareness alone was never the goal. The goal was connection, helping people recognise that behind every headline figure is a child whose education, health, confidence and future opportunities are being shaped by the absence of a stable home.

We’re proud to have partnered with Cratus Group on a campaign tackling one of the country’s most urgent social challenges. Because when human stories and meaningful action come together, change becomes much harder to ignore.