We are a children’s mental health charity based in Southwest London, specialising in creative therapies for children and young people. Founded in 2019 by play therapist and parent Jenny Haylock, it began as a small local initiative and has since grown into a trusted service supporting hundreds of families each year.
The Purple Elephant Project was founded by our CEO, Jenny Haylock. The name comes from her own family story. Jenny grew up around relatives who dedicated much of their lives to running a Salvation Army centre for disadvantaged children. They also happened to love collecting elephants, which stayed with her and later inspired the heart of our charity.
Elephants are known for being gentle, protective, and deeply nurturing, making them the perfect representation of what we offer. Just as elephants take long journeys and never forget those they care for, we walk alongside children and families on their own healing journeys, holding them in mind long after they leave the therapy room. Listening is a big part of who we are… we really are all ears.
And the purple? It’s a strong, welcoming and gender-inclusive colour, often associated with healing, creativity, and calm, exactly what we aim to offer when someone walks through our doors. Plus, it’s Jenny’s favourite colour!
We specialise in creative therapies tailored to each child’s emotional needs, including Play Therapy, Art Therapy, Theraplay, Music Therapy and Therapeutic Lifestory Work. Children are allocated the same therapist throughout their journey with us. This consistency and continuity is crucial in helping build trust and creating a safe, reliable space where children can express themselves, with or without words.
That children feel heard and supported towards happier lives
To support children to transform their lives through the provision of high-quality, accessible integrated therapy services
What sets us apart is our holistic, relational approach. We work not only with the child, but also with parents, carers, professionals and schools to help create safe, connected environments beyond the therapy room.
We offer sessions from our welcoming hub in Twickenham, and provide outreach support to local schools, reducing barriers to access.
We support a range of children and young people who are facing a range of challenges including:
Many children arrive unsure how to explain what they feel. Our gentle, creative therapies help them process difficult experiences and rebuild trust at their own pace.
Whether a child is learning to trust again, building confidence, or navigating grief, The Purple Elephant Project is there to walk alongside them with compassion, professionalism, and care.
We offer creative therapies in a calm, consistent environment. We also work with families and schools to build a supportive network around the child.
Children begin to feel safer, more settled and better able to express their feelings in a way that suits them. Families report early changes in behaviour, communication, and connection.
With ongoing support, children develop emotional resilience, stronger attachments and healthier coping strategies. Families feel better equipped to support their child's emotional wellbeing over time.
Our therapies have proven effective in helping children feel safer, more understood and better able to express difficult emotions. Through regular reviews with families and therapists, we see real, sustainable changes in wellbeing, confidence and resilience.
Founded by Jenny Haylock in Twickenham, Southwest London, The Purple Elephant Project began with a vision: to give children and families affected by trauma or adversity a safe space to heal
through creative therapies. Work began on developing a hub, building partnerships, and recruiting a dedicated team of therapists and volunteers.
Early therapy sessions were launched both at the hub and in partner schools. The team worked to raise awareness among local professionals, educators, and families, building the foundations of trust that would become the charity’s hallmark.
When the pandemic threatened to disrupt services, The Purple Elephant Project adapted rapidly. A grant of £38,455 from the Coronavirus Community Support Fund helped sustain operations, enabling therapy to continue for vulnerable children through both in-person and remote delivery.
With restrictions easing, the charity scaled up its work, expanding school partnerships, increasing volunteer involvement, and enhancing training for therapists. Demand for services continued to rise, reflecting the national crisis in children’s mental health.
In the financial year ending November 2023, The Purple Elephant Project recorded an income of £518,045, with the majority directed towards charitable activities (£461,770). Funding came from a mix of government contracts, key grants and community fundraising.
As the need for children’s mental health support intensified, the charity invested in advocacy and awareness. Campaigns highlighted the benefits of early intervention, shared powerful stories from families, and engaged with policymakers to push for greater investment in specialist therapeutic services.
In March 2025, faced with a cut to the Adoption and Special Guardianship Support Fund, The Purple Elephant Project launched an urgent appeal to raise £50,000. The funds would safeguard therapy for over 50 adopted children and families who relied on the charity’s expertise. This moment highlights the ongoing fight for sustainable funding to meet growing community needs.
