The north star

Creating safer futures by preventing violence

Services

Sectors

Justice, rights and democracy

Client

Violence Prevention Unit

Project Name

Wales Without Violence Framework

Credits

A person with short light brown hair and glasses, wearing a brown jacket over a black shirt, smiling whilst standing indoors in front of a glass wall and some plants.

A smiling woman with long blonde hair, wearing a grey sleeveless dress and a blue cap, stands outdoors with her hands on her hips in front of yellow flowering plants and green trees under a blue sky.

Launching the Wales Without Violence Framework

The challenge

Preventing violence among children and young people is one of the biggest challenges facing Wales, but also one of the greatest opportunities.

We partnered with the Violence Prevention Unit and Media Academy Cymru to support the creation of a pioneering framework that could inspire long-term change across sectors and generations.

Our approach

Working closely with VPU, we designed a strategy that would connect with the people who matter most – young people and the professionals who work with them every day.

We transformed a Cardiff high street retail unit into a safe, welcoming space to run workshops and gather real insights. What we heard helped shape not just the creative direction of the campaign, but the Framework itself.

A stylised illustration of two hands clasped together in a handshake against a black background, symbolising unity and support. The hands are outlined in white with minimalistic detailing.

A bright green tote bag hangs on a black railing. It features a graphic of a mobile phone with the text Good vibes ONLY and doodle-style lines and a heart. The bottom corner reads WALES WITHOUT VIOLENCE in white text.

A person wearing a black shirt with WALES WITHOUT VIOLENCE printed on the back above a green outline of a hand making a peace sign, surrounded by white star illustrations.

A stylised line drawing of a person with headphones dancing joyfully, wearing a patterned shirt, on a black background with green accents and lines.

A black mobile phone case with white and green doodles, including a shooting star, heart, and the phrase Good Vibes Only, lying on a textured grey surface.

A stylised illustration of a hand holding a phone with the words GOOD vibes ONLY on the screen. Green accent lines surround the hand and phone, all set against a black background.

Designing a movement

We created a bold, youthful and aspirational brand, one that could confront serious issues while showing the positive future Wales can move toward.

The campaign microsite sat at the heart of the launch, acting as both an inspirational hub and a practical resource. It highlighted stories from organisations already putting the framework into action, a powerful way to show what’s possible when we work together.

We also designed the Framework publication to be clear, hopeful and easy to implement. It includes nine evidence-based strategies spanning early years to early adulthood, offering guidance and practical tools for individuals, communities and whole systems.

Bringing the vision to life

At the national launch event, more than 500 students, teachers, professionals and ministers came together to celebrate the vision of a Wales without violence.

We created interactive displays to communicate the Framework’s strategies and collaborated with our Takeaway programme to involve young creatives in the production of a high-energy launch showreel. It was crucial to capture the moment, but, even more important, was putting the next generation front and centre.

A web form titled Download the Handbook asks for name, email, organisation name, and location. A green Download button is at the bottom. Decorative icons and text are in the background.

Impact

The Framework has become a trusted resource across Wales, a catalyst for organisations and individuals working to prevent youth violence in their communities. For us, it’s a reminder of what’s possible when you give people the tools, the voice and the belief to help create a better future.