ChildLine begins social media campaign to encourage teen expression

This is the first time that ChildLine has used customised content with the aim of raising awareness and increasing buzz among influential online communities.

The ‘how u feelin?’ initiative features a number of assets including Blues Busters, an online game where teens have to sweep the city and collect as many negative ‘moodies’ as possible.

Celebrities have also lent their support including Marvin Humes from X Factor and Brit Award-winning band JLS who appears in a series of video clips talking about being bullied at school and encouraging teens to express themselves. BAFTA nominated actor Nicholas Hoult (Skins, Clash of the Titans) also appears in a clip talking about his time on the set of A Single Man.

As part of the social media campaign, Hot Cherry, whose clients include youth brands Sony Playstation, E4 and National Union of Students, will promote the assets among the most influential types of online audiences including celebrity, teen, music, film and gaming communities.

The agency will also promote the fact that young people can now get in touch with ChildLine on 0800 1111 but also via their website www.childline.org.uk.

The campaign will also be supported with posters in school, online advertising and a TV campaign.

According to a recent ChildLine survey, the number of children saying they felt stressed most of the time was more than double as they reached their teens, from 12% of 11-13-year-olds to 27% of 14-16-year-olds.

Emily Knee, Senior Digital Account Manager  from NSPCC said: “The how u feelin? initiative marks a new milestone in the way the NSPCC has embraced social media to encourage young people to express themselves and get in touch with ChildLine via phone or online. Young people spend most of their time online which makes this type of strategy all the more relevant.”

www.nspcc.org.uk

www.hotcherry.co.uk

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