Skip navigation

Journey of the Jibba Jabba

Technology can be a challenge for parents. Could families have a more constructive relationship with technology?

As part of our ‘Smart Play’ module theme Wieden + Kennedy (W + K) offered 12 of our students a brief about ‘positive parenting’ with technology.

Technology can be a challenge for parents. Children are quickly obsessed with touch screens and hypnotised by TV programmes. It is a challenge to get kids outdoors. Technology is often used as both a carrot and stick for parents, giving screen time as a reward for good behaviour or a taken away when they do something wrong. Could families have a more constructive relationship with technology?


The challenge for the students was to turn the tables and make technology a positive and empowering force for better parenting. W + K wanted them to investigate and prototype some kind of reward system that parents could implement for their children.

The project was specifically about rewarding not punishing! Positive Parenting is a parenting built around the idea of recognising and encouraging good behaviour, and ignoring bad behaviour. Student could read more about it in the NSPCC’s advice brochure.


  • Students were asked to think about the different types of rewards a child might enjoy and how technology can activate, enable or track them.
  • Consider which rewards may work best for children of different ages - don’t be afraid to specify a particular age group for your solution.
  • Read up on new trends and technologies both related to parenting and beyond and incorporate these into our response.
  • W + K were particularly interested to see what students could try out, prototype and make for real, even if in a very simple way.


  • Students were briefed by Jonathan Plackett, Senior Creative at W + K London, who then gave feedback and advice remotely before coming up to Newcastle for final presentations and also gave a talk about his work and role at W + K London.
  • Students worked in pairs over a twelve-week period.
  • They followed a service design development cycle: Orientate, Discover, Generate, Synthesise, Model, Specify and Prototype.


A variety of newly imagined services arose from new service offers that included smart pharmacy vending machines, health advice groups in local coffee shops, AI driven e-health apps for both customers and pharmacists, and even a pharmacist chatbot on Facebook.






Get a downloadable PDF of this course

Enter your details to receive an email with a link to a downloadable PDF of this course and to receive the latest news and information from Northumbria University

* By submitting your information you are consenting to your data being processed by Northumbria University (as Data Controller) and Campus Management Corp. (acting as Data Processor). To see the University's privacy policy please click here


Northumbria Open Days

Open Days are a great way for you to get a feel of the University, the city of Newcastle upon Tyne and the course(s) you are interested in.


Virtual Tour

Get an insight into life at Northumbria at the click of a button! Come and explore our videos and 360 panoramas to immerse yourself in our campuses and get a feel for what it is like studying here using our interactive virtual tour.

Latest News and Features

Crime Story 2020

A series of events for crime fiction fans will take place at Alphabetti Theatre, Newcastle…

More news

Back to top