The No Pressure campaign was developed from a Barnardos brief aiming to encourage Gen-Z to donate by removing the intensity of traditional charity messaging and presenting giving as flexible and judgement-free.

Crafting messaging that felt genuine and approachable without minimising the seriousness of Barnardos’ mission, requiring a careful balance of clarity, empathy and tone.

The final direction delivers a calm, inviting visual and verbal identity that reframes donating as a low-pressure act of support, strengthened by a set of multi-sensory donor gifts-a candle, socks and a mug-each designed to evoke comfort and care while helping raise further funds for Barnardos.