Avenue A | Razorfish and Saatchi & Saatchi to develop new ChildLine campaign for the NSPCC

London UK: The NSPCC has tasked Avenue A | Razorfish and Saatchi & Saatchi with creating a campaign to change the perception of ChildLine’s services. Research has shown that while awareness of ChildLine as a service is high amongst 8 – 16 year olds it is currently associated with ‘big’ issues such as abuse. The new multi-channel campaign aims to increase the number of young people who contact ChildLine, with whatever issues they have on their minds, ‘big’ or small.

Saatchi & Saatchi has created the advertising campaign, illustrated by Mike Perry, which delivers the message “whatever your worry, it’s better out than in”.  The ads give the ChildLine number and website address and they will run in teen magazines such as Kerrang, Official Playstation and Sugar through May, June and July. A radio campaign will also break on 12 May and will run for four weeks.

Avenue A | Razorfish has created the online advertising campaign and completely re-designed the childline.org.uk website with fresh ideas and content. The new, simplified structure provides easily accessible information on a range of issues that young people are concerned with today from exam stress to relationship issues.

John Grounds, director of communications from the NSPCC said, “We ultimately want to convey the message to young people that ChildLine is there to help. That whatever the worry, big or small, it’s better out than in.”

Chris Perry, managing director of Avenue A | Razorfish states, “We are very excited to work as part of a multi channel team to help ChildLine to reach out to more children and young people'”

Kate Stanners, creative partner at Saatchi & Saatchi concludes, “The campaign talks to young people in an open and honest manner and with empathy.  I think the work will have a huge impact.”