Summary
The UK's young people were in a mental health crisis. Childline was perfectly placed to help. But many young people saw us more as an abuse helpline, rather than a service for mental health support. Our objective was to make Childline more relevant to a new generation struggling with mental health concerns.
To do this we went deeper at every turn, never stopping at the superficial. We used quantitative data in a totally new way to reveal emotions hidden beneath the numbers. We delved into the folds of the adolescent brain to find a revelation, not just an observation....