How we made Childline engaging for an online audience

Challenge

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1986 - 2009

1986Childline launched on BBC1’s Childwatch and received 50,000 attempted calls on the first night

2003Every mobile network provider makes calls to Childline free and confidential

2006Childline joins forces with the NSPCC to support and help even more children and young people

2009Childline launches website to provide online counselling as well as information

Childline through the ages

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How behaviour has changed

What we did

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We started with young people

If parents were giving them dirty clothes and hitting them, and just pouring rubbish over them, and not properly feeding them.

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Brand identity for the digital age

How we use colour

Voice Box

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Logo

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Experience is brand

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Avatars

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Emoticons

Bringing it all together

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Brand guide

Results (…so far)

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Results

Web analytics

Mobile/tablet sessions up to 64% (from 59%)

13,000 new accounts since launch

Most popular content: 1-2-1 counsellor chat, email, message boards

Early indications from the service/counsellors

“Clean, simple, smart, well designed and easy to navigate”

“I like how you can see their feelings at start of chat.”

“Talking with someone is available quickly and easily.”

Brand feedback

“It’s really simple, more self-explanatory and connects to kids my age” (Boy, 14)

“It’s calm and friendly, more welcoming” (Girl, 15)

“It’s a great idea because it gives you an idea of what ChildLine actually is” (Girl, 11)

“[The logo] makes me want to go online and look at what they do” (Girl, 8)

Our most important feedback

Website feedback

“The new notifications are AMAZING! The change was definitely overwhelming but I’m used to it already.”

“I seriously LOVE the new website! I think its amazing and so modern and all the new features are so cool!”

“I’d just like to say thank you that I am really happy the artbox tool is now available for mobiles!”

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What’s next?

Visit the CharityComms website

to view slides from past events,

see what events we have

coming up and to check out

what else we do:

www.charitycomms.org.uk

27 October 2016

London

#charitydigital

Digital

conference