Triple P — Hub & Peak Social Media Campaigns

Triple P is a worldwide, accessible parenting programme. Every piece of communication touches something personal and vulnerable in its audience: parents who are trying their best. This quarterly HUB campaign focused on screen time and tech tantrums — a topic every parent recognises, and many feel guilty about. The brief: create a series of social media tiles within the Triple P brand that feel thematically coherent, build toward a message, and activate emotionally — without shaming, without showing angry children, and without losing the positive, solution-oriented tone that defines the programme.

The central design challenge was how to show tension without depicting it literally. The answer was abstraction. The background image references brain scans, neural pathways, overstimulation — suggesting stimuli without showing it and cluttering the visual. Overlaid lines mirror that agitation: disrupted, unresolved. As the series progresses, the imagery shifts. The lines settle. The composition breathes. Regulation — the core message of the campaign — is visible in the image before a word is read.

The photography anchors the emotional arc: a mother and child using a tablet together. Not conflict, but connection. The frame communicates that screen use is something families do together — and therefore something they can navigate together. → Design decision: The colour palette stays close to Triple P's brand blues and yellows, extended into deeper tones for the HUB posts. Familiarity signals safety — important when the subject matter is already charged.

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