Annual report: the Sick Children's Trust

The charity aimed to keep costs down while giving its document a professional tone

Agency: In-house

Spend: Minimal

The trust was founded in 1982 by two paediatric specialists who believed children recovered better in hospital if their parents stayed nearby. The charity, whose celebrity supporters include Match of the Day presenter and former footballer Gary Lineker and Oscar-winning actor Dame Judi Dench, raises money for parents to stay at seven 'homes from home' close to major hospitals.

Format and audience

The 21-page review makes generous use of pink and blue, the colours that were chosen during the charity's recent rebranding to represent the girls and boys it has helped. It is available only as a PDF document that can be downloaded from the charity's website.

Design and content

The first page of the report shows a smiling child, the first of many that illustrate the positive impact of the charity's work. The report is image-heavy and easy to read, and the colour, images and content suggest a professional organisation.

Costs and practicalities

The design was completed in-house using Adobe InDesign. The charity chose not to make printed copies available to cut costs and to drive traffic to its website.

What's distinctive about it?

The imagery adds warmth and emotion while the report remains informative. The financial facts and figures of interest are intertwined with quotes from volunteers so the report continues to combine dry factual information with human interest.

The Sick Children's Trust says:

"We wanted to really show who we are and what we do. Our goal was to create something that showed the emotional and friendly side of things but still kept it professional."

Design: 4
Readability: 5
Content: 4
Transparency: 3
Total: 16 out of 20

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