The new branding coincides with national Anti-Bullying Week which aims to raise awareness and help combat the issue, this year with a focus on the theme “Choose Respect”. It runs from 12-16 November. Kidscape provides advice, learning resources and practical tools such as workshops and assertiveness training to help prevent bullying and support children, young people, schools and families. It also highlights the issue among professionals and policy makers as part of the Anti-Bullying Alliance coalition. As well as helping children of all ages who are being bullied, the charity aims to educate others such as friends of bullied children, families and bullies themselves, according to the design studio, and so was keen for the branding to reflect this. The brief was to create an identity that would make the charity more “accessible, current, relevant and practical for its different users”, to “destigmatise bullying” and to “empower” children to help each other, says Simon Case, global creative director at Chromatic Brands.