Public Zone brands happiness campaign

Public Zone has created the branding, website and campaign materials for Action for Happiness, which describes itself as ‘a new mass movement to build a happier society’.



The organisation, which says it has no religious, political or commercial affiliations, has been founded by Lord Richard Layard, Professor of economics at London School of Economics; Geoff Mulgan, chief executive of the Young Foundation; and Dr Anthony Seldon, master of Wellington College.

Public Zone was appointed to the work following a pitch in October, according to Julie Dodd, the consultancy’s head of user experience and design.

The consultancy has created the identity and website for Action for Happiness, both of which launch today, as well as a series of viral posters and a viral video.

Dodd says, ‘On the brand side of things we wanted to create something positive and upbeat without seeming glib and just showing images of people smiling or meditating on mountains.’

She adds, ‘The flag element is a literal image of flying the flag for happiness, and the colour scheme we used developed from the branding.’

Dodd says the website aimed to get across three ideas: first, helping people understand what happiness means –- with an emphasis on making other people happy and ‘staying away from ideas of hedonism’; second, to highlight ways in which people can create happiness for others; and third, to highlight positive steps that can be taken to create happiness.

Jonathan Simmons, managing director of Public Zone, says, ‘We all strive for happiness, but our challenge was to translate this aspiration to identifiable actions online. Our strategy is to engage people through easy, simple tasks, encouraging them to share content with like-minded advocates.’

Mark Williamson, director of Action for Happiness, says, ‘A huge cultural change is required to create a happier and fulfilled society, and our online presence will be integral to this; an interactive hub providing practical tools for people and enabling them to share ideas.’

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