Childline: Nobody is normal

Free counselling service, Childline, moved away from its usual advertising approach to create thumbstopping content for its youth audience in the UK.

Objectives

Brand metrics:

  1. Increase the number of young people that saw Childline as somewhere that could help with mental health concerns from 6% to 9%. The attitudinal shift was key because we wanted to both reach young people in need of immediate help, and prime those who might need our help later.
  2. A million views of video content plus plenty of sharing and positive sentiment around the campaign.

Consumer behaviour: Drive a 25% increase in new users across our 121 chat and message board services.

Improve brand health: We wanted to see positive results in terms of young people...

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