The U.K.'s Churchill Insurance and agency Engine are catering to frazzled parents in lockdown with a series of free audio books that are designed to take four to seven-year olds through mindfulness techniques.
The "Little Chapters of Chill" audiobooks were planned for the summer to help kids "chill" in the back of the car during long summer drives. However, given the lack of any long summer drives on the horizon at the moment for U.K. parents, and recognizing the pressure that homeschooling parents are kids are under, Churchill brought forward the launch to help out in lockdown. It's a fine example of a brand adapting a project in the time of coronavirus and making it meaningful too.
The books were created in partnership with children’s author and qualified meditation guide Sue Pickford and parenting podcast host Giovanna Fletcher. They take kids on calming adventures with Churchie, the brand's long-running bulldog mascot, who has featured in its ads for years. As Churchie meets and greets various characters, listeners are encouraged to take part in a mindfulness exercise to help them "chill."
“Parents have been finding lockdown really difficult as they are under pressure to maintain their level of work while also educating and entertaining their children,” said Jane Morgan, marketing manager, Churchill Home Insurance, in a statement. “We felt the audiobooks could provide a little bit of peace and calm to both children and parents right now.”
“Having two young girls myself, my personal motivation behind ‘Little Chapters of Chill’ was already, secretly, a little selfish,” added Richard Nott, creative director at Engine Creative. “But with the onset of lockdown, having soothing mindfulness exercises and fun stories wrapped together in one easy listen makes me even more thrilled to have these audiobooks there.”
The books are available on Spotify, Apple Podcasts and Google Podcasts, or by visiting the website.