It's ok to be a penguin is a merchandise line created for Penguin's brief at the 2023 D&AD New Blood Awards. The merchandise targets Gen-Z readers aged 12-18 and addresses mental health themes such as anxiety and feelings of being overwhelmed in schools.
The line is simple, wise and empathetic,
designed to provide reassurance to students with the slogan "It's ok to be a penguin" and gentle reminders that love is around.
The line includes an app that allows users to track their reading progress, receive tailored book recommendations based on their mood, and participate in a reading club with other users and their penguin companions.
Schools can also purchase a reading chair with a privacy cover, blankets, pillows, and a soft cushion for students to relax and read in. A part of the profits from the chair will be donated to mental health charities.
The "Warm Snowflakes" paper merchandise promotes positivity and support in schools. With blank spaces for uplifting words and positive quotes, they can be hung or stuck where others can see.
The snowflakes connect, forming a metaphor that a single kind word can build a home for
a penguin, showing students that there are
a lot of people who care.