ChildLine has launched its first viral campaign as it attempts to raise £1 million to prevent cuts to its telephone helpline.
The viral campaign has been produced by Quiet Storm. A microsite – wehearscaredpeople.com – shows a 60-second video of ChildLine staff answering calls at night, with the distressed child callers actually standing next to them.
The film ends with the image of dead or badly injured child and a telephone ringing unanswered with the message “ChildLine. With your help we can be there for every child.” A graphic of a ringing telephone then emphasises the call to action – “will you answer a scared child’s call?”
The site was created by Frank’s Ice Store. Visitors can forward details of the site to a friend and make a donation either online or via the telephone.