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,...