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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.

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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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