Empowering Small Businesses to Create Safer Spaces for Kids
WhiteSpace Marketing worked with Social Care Solutions to develop a marketing strategy for Safe Spaces, a clear, practical and positive brand for a program that helps small businesses confidently meet Queensland’s new Child Safe Standards, delivered by Social Care Solutions.
“Working on the Safe Spaces branding and launch with Whitespace Marketing was invaluable to ensuring our program receives attention and connection from the small business sector. Phoebe and her team provided expert direction and advice from a branding perspective, spending time understanding the purpose of the Safe Spaces program, the key audience and our organisational commitment to child safeguarding.
Social Care Solutions is delighted with the final Safe Spaces product, with Whitespace Marketing delivering a well designed strategy and collateral which is targeted, fit for purpose and flexible to our needs.”
Christina McLaughlin
Chief of Strategy & Governance
Translating Compliance Into Confidence
We simplified new legislation into a
language that business owners understand,
turning fearand confusion into
clarity and achievable steps.
Designing a Supportive Brand
Through calm, positive visuals and
clear messaging, Safe Spaces feels
approachable and encouraging, a brand
that empowers rather than audits.
Making Safety Visible
From posters to social media assets
and participant badges, the rollout
helped local providers show their
commitment to keeping kids safe, while
building community trust.
About Safe Spaces
Social Care Solutions provides high quality child protection consultancy, training and support services for caregivers ,staff and industry across the human services sector. Their Safe Spaces program was created to guide small, independent recreational businesses in Brisbane and Moreton Bay, from dance schools and sports clubs to art studios, through the new Queensland Child Safe Standards and the Child Safe Organisations Act 2024
Unlike traditional compliance audits, Safe Spaces provides hands-on, tailored support that empowers business owners to take real action, with expert guidance, templates, and follow-up support that make safeguarding achievable for everyone.
The Challenge
Many small businesses working with children are unsure how to start meeting new child safe requirements. They were passionate about their work but overwhelmed by the idea of “compliance.”
The challenge was to:
- Shift perceptions from bureaucratic red tape to practical, caring action
- Create a campaign that resonated with small business owners’ real-world pressures
- Help Social Care Solutions communicate new requirements in a simple, supportive way
- Through our research and client workshops, we identified key insights:
- Providers feared “too much work” or “not enough time” to manage compliance.
- Some felt “child safety issues happen elsewhere.”
- Many didn’t know what the new standards required or where to begin.
- Safe Spaces needed to meet them where they are — with empathy, clarity, and encouragement
Our Strategic Approach
Positioning and Language
We defined Safe Spaces around a single, positive idea ‘Clear Steps to Safer Spaces For Kids’
Warm, inclusive, community-driven language
Visual Identity and Brand Concept
A logo and icon design of a heart lock was created, conveying trust and safety. Used soft, approachable colours and rounded typography to communicate friendliness and reassurance
Audience Insight and Channel Planning
Tailored Safe Spaces’ communication to reach people where they already are, on local Facebook groups, parent networks, noticeboards and newsletters, ensuring community recognition and credibility.
Key Message Framework
We developed short and long-form copy for multiple uses along with supporting statements, focused on trust, community, and confidence.
The Big Win
Safe Spaces gave Social Care Solutions a recognisable, trusted brand platform that local providers could embrace and share with pride.
By translating complex requirements into plain language and pairing it with warm, empowering design, Safe Spaces is positioned to become more than a community movement for safer, happier children.
The rollout has:
Built trust and engagement among small recreational providers
Provided a clear pathway for businesses to meet new child safety standards
Elevated SCS’s reputation as an approachable, expert partner in safeguarding
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