IsThisOk? Case Study Banner Image
IsThisOk? Case Study Banner Image
IsThisOk? Case Study Banner Image

Missing People / Children in Need / NSPCC

IsThisOk? Branding & Marketing Campaign

Missing People make it their mission to offer support and assistance to the quarter of a million people who go missing every year in the UK – and to their families. They work tirelessly to build support networks and raise funds for individuals who often have nowhere else to turn.

The IsThisOk? Campaign

Missing People have teamed up with Children In Need, NSPCC and Childline to launch IsThisOk?, a chatbot service aiming to provide support and reassurance for young people aged 13-18 who might be at risk of abuse or exploitation.

As part of our ongoing collaboration with Missing People, we were asked to support this service by creating the IsThisOk? brand and producing a set of brand guidelines, which we then used to design impactful campaign marketing material. This material would include outbound marketing collateral, social media assets, a YouTube pre-roll video and more.

The central mission of the IsThisOk? campaign is to provide support to as many vulnerable young people as possible, so our priority from the beginning was to ensure that we were considering the target audience at every turn.

IsThisOk? Poster Mockup
IsThisOk? Poster
Mock-up of ITOK Campaign Posters

Project Objectives

  1. Undergo a collaborative branding exercise with Missing People for the IsThisOk? service and campaign, taking into account feedback from the target demographic
  2. Put together a set of brand guidelines to be used across the IsThisOk? campaign
  3. Design distinctive marketing collateral and social media assets in line with these guidelines which target and engage young people aged 13 – 18
  4. Produce a 30 – 60 second marketing video to be used as a YouTube pre-roll advertisement
  5. Maintain strong ongoing communication with the Missing People team, including weekly calls
  6. Help the IsThisOk? campaign to reach and support as many young people as possible!

User Research and Youth Feedback

We worked closely with the Missing People team to take full advantage of the user research sessions that they had planned.

Throughout the project, Missing People took our ideas directly to their user research groups for feedback, which was of massive help to our design team as these concepts evolved.

We also produced an initial benchmarking questionnaire, which was completed by each of Missing People’s research groups and circulated through Childline’s social channels.

IsThisOk? User Research Questionnaire Mockup
IsThisOk? User Research Questionnaire
Mockup of ITOK? User Research Questionnaire

Creation of the IsThisOk? Brand

IsThisOk? needed a distinctive and impactful brand which would catch the attention of 13-18 year olds.

We included the Missing People team wherever possible in the process of creating this brand, taking into account feedback from the main stakeholders and the young people themselves.

As a result of this ongoing feedback, we were able to create a strong brand for the IsThisOk? service, confident that the young people we were targeting had informed much of the creative process.

IsThisOk? Brand Guidelines Mockup
IsThisOk? Brand Guidelines
Mockup of ITOK? Campaign Brand Guidelines

Distinctive, Targeted Marketing

Missing People wanted an adaptable and wide-reaching campaign which could be targeted at a diverse range of young people. In order to deliver this, we made sure to design a number of variations for each of our concepts, with differing colour schemes, copy and imagery.

The final campaign deliverables included posters, leaflets, bus stop billboards, social media assets, Snapchat geofilters and a 10 second Snapchat advert (below).

IsThisOk? Snapchat Advert GIF
IsThisOk? Snapchat Advert
GIF of ITOK? Campaign Snapchat Ad

Campaign Video

Missing People identified YouTube as an exciting way to spread the word about IsThisOk?, and asked us to put a 30-60 second pre-roll video together for them. We agreed to do so pro-bono, and got to work on brainstorming and storyboarding straight away.

The final product – embedded at the top of this case study – is a slick and engaging marketing video with dynamic transitions and strong visuals.

IsThisOk? Logo Variation GIF
IsThisOk? Logo Variation
GIF of ITOK? Logo Variations


“Working with JBi Digital has been an absolute pleasure. Not only were the team responsive to our ideas – they were also patient throughout the conceptualisation, consultation and design processes. They demonstrated their strong understanding of our target audience and stakeholders by offering helpful suggestions and ideas throughout the process. JBi fully embraced the values of the project and designed a range of products which are proving to be really successful.”

Sara Rowbotham, Rochdale Whistleblower and Head of IsThisOk?

“JBi did a great job working with a team of many stakeholders behind the IsThisOK? project. The team were patient and worked hard to produce high quality assets, whilst keeping young people at the heart of the process. We were grateful to be offered pro-bono support in creating an engaging video that we are extremely pleased with. At all stages, the team went above and beyond with the work they produced, and we can’t thank them enough.”

Nicole Alleyne-West, Marketing and Communications Officer at Missing People


This year, Missing People is celebrating its 25th anniversary as a registered charity, a testament to its longevity and success.

We are proud to be working with and supporting the Missing People team as it goes from strength to strength and changes peoples’ lives for the better.

Do you have a project you’d like to discuss with the JBi team? Drop us an email at hello@jbidigital.co.uk or call us on 02070432510.

More Projects


Hovis Boy On The Bike Featured Image
Website Redesign
View the Hovis case study
View From the Rockefeller Center by Joshua K. Jackson
Hyjan Investments
Private Property
View the Hyjan Investments case study
Packaging Brands
Website and Branding
View the Packaging Brands case study