NSPCC: Regional Operation Model

NSPCC: Regional Operation Model

In 2021, the NSPCC announced a new ten-year strategy, to make the biggest impact possible to stop child abuse and neglect. In 2024 this animation was commissioned to showcase their diverse work within communities across the UK.

Featuring maps in animation has sometimes had a bad rep... but we're certainly not averse to using a globe to aid our storytelling! So this map-based creative, devised to explain NSPCC's Regional Operating Model (ROM) was right up our street. The animation highlights NSPCC’s localised community-based work, as an important step towards stopping child abuse and neglect.

At the heart of NSPCC's strategy, and also our creative, is a dynamic illustrated map of the UK and Channel Islands. Visually establishing NSPCC's presence and showcasing regional identities through key landmarks, diverse characters and regional voice-overs.


We comissioned Kimberly Morris AKA Inku Design to illustrate a vibrant map that straddled the line between geographical accuracy and creative licence... while showcasing NSPCC's thirteen "regional hubs". Each location featured oversized illustrations that grounded the design in the communities they serve.

Sketched map of the UK featuring iconic landmarks and people. Created for NSPCC's Regional Operation Model explainer animation.
Sketched out map design.

An Animated Journey

The artwork was created so the camera could easily zoom in and focus on each region, without losing resolution or detail. Gliding around the map, the visuals support the key aims of ROM, focusing on each location to illustrate the community-based work individual NSPCC hubs do with children, young people, families and partners.

Animated gif of a woman wearing a wooly hat walling a brown dog. The dog lurches forwards on a loop. Created for NSPCC's Regional Operation Model explainer animation.

Within these settings, animated elements highlight the initiatives at work, with added quirky moments of fun through incidental cast members (we're particularly fond of the whale)!

Who's it for?

The film was primarily made for professionals who work or volunteer with children, parents and families across all UK regions. Additionally, it serves as an informative tool for extended audiences such as NSPCC service users, NSPCC staff, volunteers, funders and parents.

The full animation sits on the NSPCC's website, alongside our social media cutdown which was created to share an overview of the project to a wider audience.