- 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.
- 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...