NSPCC

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The Brief

Encourage children and young people (C&YP) to turn to ChildLine for help and advice whatever their worry, big or small.

Interpretation

An interactive site enabling C&YP to self-help and give them confidence they’d be in complete control of any call they made to ChildLine on a wide range of issues. The campaign was designed to accommodate a broad target audience, across ages, gender and cultures.

Activity

Avenue A | Razorfish redeveloped the site with Ambergreen to ensure search was at its heart. New interactive content included online polls covering topical issues like cyber bullying and a badgeboard. An online advertising campaign was developed with three animated adverts targeting different age groups (11-12, 12-14 and 15-16 years) and broadcast on YouTube where CYP could rate and comment on them. By involving Ambergreen from the start, the new site was built for search and positions were maintained during content migration between old and new sites. PPC and SEO campaigns were aligned to fully optimise keywords and issues. Ambergreen continue to optimise childline.org.uk and since launch, visibility has been maintained, videos on YouTube have been developed and optimised and a link is in place on the BBC Eastenders site to coincide with the current abuse storyline. Zed Media developed an online strategy enabling communication with C&YP in their language, in areas where they talk. Display advertising, including rich formats on sites like Habbo, Piczo and MSN, provided a safe, trusted environment where C&YP could engage with ChildLine. In-game advertising, a first for a UK charity, provided an ideal environment to reach teenage boys.

Results

A synergistic campaign was achieved. The interactivity of the site, awareness driving and ongoing search optimisation has stimulated contact between C&YP and ChildLine resulting in a positive perception shift of the issues ChildLine help with. Visibility achieved at launch has been sustained and solid foundations built for the site to grow, become more interactive and to introduce an online counselling service. Online remains effective at reaching C&YP and will be at the heart of ChildLine’s future communication strategies.

• Overall site results:
Traffic increased 59% with over 180,000 unique visitors
23 out of 26 issues received more than 1000 unique visitors

• Interactive elements
Content rated by over 2332 visitors
Homepage poll received 5443 votes
Over 2800 badges created on badgeboard

• Search Marketing results in comparison to the benchmark 2007
Heavy issue key word searches increased by 7%
Lighter issue key word searches increased by 6%
Brand key word searches increased by 32%

• Display advertising
Click through rate 230% over target at 0.79%
% of C&YP reached with message 318% over the target with 9,544,421 unique impressions