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Churchill teaches mindfulness to children through the medium of audiobooks.

Originally planned to help children relax during long summer drives, the five audiobooks have launched earlier to help little ones and their parents chill at home instead. The series follows the adventures of the brand's mascot, Churchie the dog, as he meets new characters, while encouraging breathing exercises and listening techniques to reduce stress.

The stories were written by children's author Sue Pickford and narrated by podcast host Giovanna Fletcher. It was created by Nick Coates and Gabriella Kohli at Engine. 

Last year, Churchill rebranded with a soothing spot, "Chur-chill".