The British and Irish Modern Music Institute has launched Saturday music workshops for kids between the ages of 7 to 16. I was invited to develop the identity and launch campaign which needed to speak to both the kids and their parents. We came up with the idea of Ditching the Devices and to come and do something real, creative and exciting. Parents know too well how difficult it is to get kids to take a break from their phones and tablets, so this message works on two levels.
