On 21 March 2022, Wales made history.

In 2022 physically punishing children became illegal. This landmark law gave children the same protection from assault as adults and marked a cultural shift in parenting. Our challenge was to inform the nation, inspire positive conversations, and make this change feel like a shared achievement. 

Research highlighted that: 

• Awareness: many parents were unaware of the change or unclear on what it meant. 
• Behavioural shift: we needed to go beyond announcing the law, encouraging positive parenting without alienating audiences. 

We needed to do more than announce a legal change. Our goal was to spark understanding, encourage positive parenting, and reach every household in Wales across languages, cultures, and communities. 

• Phase 1 – The Sound of Change: pre-change awareness using music and rhythm to connect emotionally and celebrate progress.  
• Phase 2 – Not Here: post-change reinforcement with a bold, proud statement that physical punishment has no place in Wales. 

Both phases shared a positive, non-judgemental tone, reflecting a nation confident to protect children’s rights. 

• The Sound of Change: using sound, music and movement, our aim was to connect with everyone, regardless of background, age or gender. Our hero film unexpectedly turns the negative act of physical punishment, into a positive and empowering one through a percussive soundtrack. Created by children, their parents and families with claps, taps and high-fives, it announces and celebrates the imminent change in law that will further protect children’s rights in Wales. We also produced hub films featuring partner organisations endorsing the change, were produced and shared online. 
• Not Here: the narrative shifts towards a nation making a confident a bold statement, that physical punishment is not welcome or allowed here in Wales. The hero film shows everyday scenes across different households and beautiful settings in Wales, capturing families both inside and outside. The voice-over and graphics work together to captivate the audience and salute Wales for refusing to allow physical punishment to take place “here.”  

Supporting assets included TV, radio, outdoor, social, hub films, door-drop leaflets, and multilingual materials in 22 languages. 

ATL, TTL, and BTL channels supported by PR and grassroots engagement. Stakeholder partnerships amplified reach, with UNICEF, Save the Children, Barnardo’s, and the Children’s Commissioner for Wales among key supporters. 

• Awareness rose from 45% (2021) to 75% (March 2023) 
• Post-change awareness reached 83% by June 2022 (+13% above target) 
• 30.8M impressions, 221,048 clicks, website clicks +14% above target 
• Every household received campaign materials 
• Bronze winner at Drum Roses Awards 2022 

From the rhythm of The Sound of Change to the proud declaration of Not Here, we turned a law into a cultural milestone, uniting Wales behind a shared principle: children deserve equal protection.  

In celebratory spirit, on the first anniversary of the change, we created a film and ran a digital campaign featuring parents and babies born in that year in Wales from a local baby and parenting group at Cardiff Central Library. Our call to action was directing parents and carers to the Parenting. Give it time. to inform parents about alternatives to physical punishment and positive parenting tips.