NSPCC / Good With People

Director / Claire Pinegar

Animation / Claire Pinegar, Tere Gascó & Sam Jones

Producer & Creative Director / Thom Wood

Edit & Sound Design / Ben Harding

If you’ve ever worked in hospitality, you’ll know you’re forever spinning plates (often literally) - from double bookings and dodgy karaoke to missed flights and bottomless brunches. But there’s one more plate that matters more than most: helping keep children safe.

When the NSPCC launched a pilot programme aimed at the UK hospitality sector, they needed a creative production partner who could turn a sensitive safeguarding message into something accessible, relatable, and actionable. Hospitality leaders don’t typically see themselves as part of the child protection system - and that’s exactly what this animated explainer film was designed to change.

Working alongside animator Claire Pinegar, we crafted a hand-drawn, character-led animation that balanced clarity with warmth. We knew the tone was critical: the film had to treat serious subject matter with a lightness of touch, appealing to human emotion without tipping into guilt, fear, or heavy-handed messaging. Using expressive animation, clean voiceover, and carefully calibrated sound design, we created an explainer video that invited rather than instructed - opening a door for hospitality leaders to engage with safeguarding in a way that felt natural to their existing roles.

The animation served as the lead asset in the NSPCC’s pilot safeguarding campaign, acting as the first touchpoint for hospitality leaders. It introduced the issue and guided audiences toward a broader safeguarding toolkit designed to help the sector build confidence and capability in child protection.

This wasn’t just about creating an animation - it was about shifting a sector-wide mindset. By showing hospitality decision-makers that safeguarding isn’t extra work but an extension of what they already do - looking out for people - the NSPCC opened up a new avenue for industry-wide participation. The film set the tone for the entire campaign: thoughtful, human, and designed to create real, measurable impact in protecting children across the UK hospitality landscape.