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ChildLine launches its first viral campaign
Howard Lake | 1 August 2005 | News
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.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.