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Imaginary Toy Store

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Reimagining how donations are placed


Act for Kids


Digital CX, UI, UX, Design, Development

The challenge

Act for Kids is a for-purpose organisation, delivering evidence-led professional therapy and support services for over 30 years to children and families who have experienced trauma. Each year, we join forces to raise awareness and drive donations over Christmas.

The idea

Children who have experienced trauma often lose their ability to imagine. A child without imagination, is not a child at all. We created the Imaginary Toy Store to raise funds. Users can purchase an imaginary toy online, would receive an email then be offered the chance to spread the world on social.


DONATIONS UP 65% from previous year

13.8k site visits

1.15M impressions

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