The Independent Care Review was set up to identify and deliver lasting change in Scotland’s care system. As the first review of its type anywhere in the world, it promised to put care experienced children and young people at the heart of its recommendations, leaving a legacy that will transform their wellbeing.
The Care Review evolved and learned through four key stages of work, each guided and informed by the findings of the previous stage. In three years, the Care Review heard from over 5,500 people – including 2,500 care-experienced children and young people.
Love became a key theme. We heard how children and young people wanted to grow up loved, safe and respected. And we’d heard the First Minister say that “My view is simple: every young person deserves to be loved.” It was groundbreaking for love to be talked about so much in a sensitive review of this kind – it was important that we embraced that. We had to build an inspiring and positive identity with love at its heart.
Strategy and Design
At the outset, we held virtual design workshops with care-experienced children which informed the development of a distinctive brand identity system using simple language, icons and visual elements. In addition, the identity had to be capable of evolving throughout this dynamic process, to help build awareness, ownership and momentum.
To succeed, the Care Review identity needed:
- To be embraced by care experienced children and young people, and people working in the care system. Their voices were pivotal to its success. The identity had to be positive, uplifting and completely non-stigmatising. This would help build pride in people, encouraging them to take part, voice their opinions, and share the message far and wide.
- To be embraced by people from all political allegiances. Although launched by the First Minister, it was essential that the identity was nonpartisan. The Care Review was completely independent and needed the support an backing of MSPs from all parties, and media from all corners of the political spectrum. This support would encourage people from all backgrounds to take part, and would help force its final recommendations into reality.
With love as a recurring theme, iconic hearts became powerful motifs throughout the review. For the final launch materials, we created a distinct heart symbol that could be easily shared on social media. Drawn by the review’s chair Fiona Duncan, the heart represents the vision of the new care system – as explained in the review documents.
It was important the Care Review documents didn’t feel like corporate audits or static reports. They had to inspire action. Nicola Sturgeon had made a promise to deliver a ‘root and branch review’ of the care system – so three years later the final report played that back to her loud and clear. Nobody could ignore this report.
In February 2020, the review delivered its conclusion in the form of six reports:
- ‘The Promise’ detailing specific problems and how they could be fixed
- ‘The Pinky Promise’, a child-friendly version of those recommendations
- ‘Follow The Money’ and ‘The Money’ explaining the current human and financial costs
- ‘The Rules’ explaining how legislation and the system must change
- ‘The Plan’ outlining next steps
Just hours after the review was made public, the First Minister announced her commitment to implementing the review’s recommendations, which is a sentiment met with cross-party support in Parliament.
There’s been an overwhelmingly positive response to the Care Review findings and support for its Promise:
- 6,104 Twitter followers for @TheCareReview
- The day after the launch there had been: 6,000 #carereview posts, 5500 users talking about #carereview reaching a whopping 11.6m people
The reports were so eagerly awaited that the website was struggling under the weight of visitors trying to download the documents.
The Care Review has been widely covered by the news media, including BBC, ITV, The Guardian, The Times and The Daily Record.