Childline: Nobody is normal – how going deeper helped Childline connect to a new generation

Childline, a free counselling service, launched a campaign in the UK to make itself more relevant to a new generation struggling with mental health concerns, and drive a 25% increase in new users across the 121 chat and message board services.


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...

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