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Churchill shows the power of kindness in marketing with audiobooks to help children, and their parents, chill
The launch was brought forward to support children, and their parents, cope with the stresses of life under lockdown.
Izzy Ashton
Deputy Editor, BITE Creativebrief
Little Chapters of Chill
We have created a series of free audiobooks designed to take 4-7-year olds through mindfulness techniques, called ‘Little Chapters of Chill’ and are now are available now on Spotify, Apple Podcasts and Google Podcasts, or by visiting https://churchill.uk/chapterschill.
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In the midst of the Coronavirus crisis questions about how to safeguard mental wellbeing in such challenging times have rightly risen to the top of the agenda. It is a question that is particularly challenging for children, who have seen their world shrink considerably as schools have closed and they are physically separated from their friends.
To help support children and teach them mindfulness techniques, Churchill have worked alongside ENGINE to create a series of five free audiobooks, ‘Little Chapters of Chill’, written by children’s author and meditation guide Sue Pickford and read by author and podcaster Giovanna Fletcher.
The stories have been created to keep children entertained whilst also delivering mindfulness exercises, from breathing to help your body relax to listening to improve your awareness of the world around you, with Churchie the dog in the starring role.
Designed for children aged from four to seven-years-old, the audiobooks were initially scheduled for release to coincide with long drives over the summer holidays, the launch was brought forward to support children, and their parents, cope with the stresses of life under lockdown.
As the pressures of life mount, with parents balancing home working with homeschooling, Churchill’s audiobooks provide a moment for both parents and children alike to stop and to pause. A masterclass in the power of kindness in marketing to a target market that may well be both overwhelmed and overstretched.
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