NSPCC in ChildLine blitz
The NSPCC is launching a door-drop campaign to attract regular donors to help fund ChildLine, the 24-hour helpline for children and young people in the UK.
The drive – created by WWAV Rapp Collins London – is being distributed to 200,000 homes in England and Wales. The core target audience is predominantly 30 to 54 year old females.
The outer features a time – 2.00am – in NSPCC green. Inside there is a letter from a ChildLine counsellor under the heading: “When the phone rings at 2 in the morning, you know it’s bad news.”
The counsellor explains that “my phone rang in the middle of the night last night. And it was bad news. And after that call my phone rang again. And then again. And again. In fact, the ChildLine phone rings all night, every night and when I’m on duty it’s my job to answer calls from children who phone.”
She goes on to explain that while every call is different there is one thing that unites them; “a need for someone to simply listen to them in complete confidence – without judging or shouting or hitting them.”
The letter reveals that last year over 500,000 children called ChildLine – because they didn’t have anyone else they could trust to talk to. It asks for a donation of £2 a month to help the NSPCC and ChildLine “continue to be here every night and every day to answer children’s calls”.
NSPCC appeals manager Lisa Williams at says: “ChildLine is a vital service helped funded by the public. It’s essential we secure more regular donations to ensure we can be there for every child who desperately needs someone to talk to – whatever their problem.”
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