Our winning entry for UK Young Lions 2016.

1. The ChildLine Takeover
March 2016
An iconic event to celebrate ChildLine’s 30th birthday
Prepared by Matt Watson and Paul Stollery

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The challenge
How do you raise money and awareness amongst a
cross section of society with a powerful, positive
message?
Research by the Charities Aid Foundation shows that people under 30 don’t
match the generosity of the over-60s when it comes to charitable donations - over
60s are twice as likely to donate to charity than those under 30. Meanwhile, in the
wake of the collapse of Kids Company, charities have been warned by the
Charities Commission that public trust has been impacted significantly.
In order to raise a sizeable amount of money, we need a campaign that reaches a
cross section of society.
So how do we reach both the young and the old? With a creative idea that will
play out across channels. One that’ll engage on both social media and in the
traditional press.
Challenge

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Our approach
How do we maximise the impact of a campaign with the budget
available? With a focused approach that’ll work across channels.
Launch a focused campaign of high impact activity around ChildLine’s anniversary to act as a
platform that will generate maximum returns and awareness annually
Deliver a fully integrated communications campaign that will provide multiple opportunities to
engage target audiences and encourage word of mouth
Empower the public to support ChildLine by showing how they can make a difference to children’s
lives and giving them the tools they need to help raise funds
Enlist the support of high profile supporters and influential people in the public eye to raise
awareness of the ChildLine service and engage the general public
Strategy

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A telethon without the telly
When Children in Need launched in 1980, it raised £1 million. It was a bold
campaign to raise awareness and funds, and it did so through the only medium
capable of reaching the masses at the time: television.
Concept
Television is no longer the only channel that holds the public’s attention.
What would Children in Need look like if it was launched in 2016? An annual
telethon without the telly, created for an always connected, multichannel
world.
Of course, grabbing attention is easier said than done. ChildLine needs a
single event you can build towards across multiple channels. Something big,
bold and eye catching, which will work hard to maximise the budget available
and can be repeated annually.
And that’s exactly what we propose with the ChildLine Takeover.

5. Partnering with TFL, we’ll conduct a one day tube line takeover, taking the Victoria line and
rebranding to the Child line. Fundraising events will take place up and down the Child line,
capturing the imagination of the nation and raising money and awareness across the country.
The ChlidLine Takeover will be an annual event. Year one will focus on London, but in following
years it’ll be rolled out across the UK. From a bus route in Pontypridd to the Manchester Metrolink,
everywhere needs a Child line.

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Media launch
Introducing the ‘Child line’
Since 1986, ChildLine has helped more than four million children. To put that in
perspective, that’s roughly how many people take the tube each day.
To highlight just how many children ChildLine has helped, we will partner with
Transport for London and the Mayor of London to rename the Victoria line as
the ‘Child line’ for 24 hours – on ChildLine’s thirtieth anniversary (30th October
2016).
To launch the ‘Child line’, the Mayor of London will take a trip on the line with a
carriage of pre-briefed ChildLine counsellors and spokespeople.
We will invite national and broadcast media to the opening of the ‘Child line’
for a photo call with the Mayor and interviews with ChildLine counsellors and
spokespeople about the thirtieth anniversary.
In advance of the day, we recommend that Childline invests in an above the
line campaign.
Execution

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On the day
Fundraising events up and down the Child line
The day itself would feature fundraising events up and down the Child line,
featuring celebrities, high profile public figures, local businesses, schools as well as
the public. We’ll empower the public to fundraise themselves by publishing a
fundraising pack online. This will also be used to drive traffic to ChildLine’s website.
Celebrity fundraising ideas:
Marathon man: Eddie Izzard runs the entire length of the tube
Celebrity buskers: Jake Bugg and Ellie Goulding busking on the tube
The Great British Bake Sale: Paul Hollywood and Mary Berry running a cake stall
Public engagement ideas:
Walk the line: A sponsored walked of part or all of tube line (above ground)
Throw a birthday party: Throw a party at home, in the office or in the pub to raise
funds for Child line
Cake sale: The classic British fundraising idea!
Fancy dress: Dress like a super hero on the tube!
Execution

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Digital amplification
User generated content will sit at the heart of our digital campaign. This will be
complimented by key stakeholders such as patrons, celebrities and influential social media
users.
Magical moments, perfect for social: The Childline Takeover will produce magical moments perfect for social media. From celebrity
buskers to superheroes on the tube. Who wouldn’t want to Tweet about pop stars busking underground?
Patrons and celebrities: We’d utilise NSPCC’s network of patrons - as well as celebrities involved in the event - to raise awareness and
drive engagement.
Vloggers, bloggers and influential twitter users: We’ll identify and invite influential social media users to the event and encourage
them to create and share content throughout the day.
Photographer and videographer: We’ll hire a photographer and a videographer to produce content will be shared by NSPCC and our
celebrities and patrons through the day, across social media and traditional media.
Additional content: We’ll encourage celebrities, patrons, high profile figures and the influential social media users to create and share
additional content throughout the day.
Execution

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Fundraising ROI
According to the most recent research from Fundratios, the median return on investment for charities currently stands at £4.20 per £1
invested. When measuring ROI, we’d have to factor Hotwire costs, as well as costs from the NSPCC for other channels such as
newspaper/magazine inserts, online advertising, PPC and promoted social activity.
KPIs
Website traffic
The web content of the site would act as the perfect digital focal point of this campaign. We’d look to measure not only unique visitors,
but how many were new visitors and how many return to the site. This would allow us to to gauge whether the campaign allowed
ChildLine to reach a new audience, and whether the campaign produced long lasting results.
Social impact
There’s always a temptation to measure vanity metrics when it comes to social media. Whilst use of the hashtag and mentions will provide
insights into the campaign’s reach, we want a campaign that provides actual results. Therefore, we’ll focus on the amount of traffic driven
to the website from social media, as well as how many of those users donated to the cause.
Campaign awareness
Given the nature of the target audience - everyone - we’ll look to raise campaign awareness through a blend of social media and
traditional coverage. We’ll measure the reach of both of these, measuring message cut through and providing high resolution scans.

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Budget
Budget
Activity Hours PR Fees Third party costs
Manage partnerships with TFL and Mayor London 40 £4,000 £0
Event organisation and planning 50 £5,000 £0
Development of photo call and press release 10 £1,000 £0
Media outreach to secure event attendance 40 £4,000 £0
Development of media pre-briefing materials 10 £1,000 £0
Commission, manage photographer and visual assets 10 £1,000 £2,000
Creation of visual assets (e.g. logo and visual identity) 20 £2,000 £0
Subtotal 180 £18,000 £2,000
Activity Hours PR Fees Third party costs
Development of 10-page fundraising pack content 30 £3,000 £0
Design and layout of fundraising pack 10 £1,000 £0
Management of 3x celebrities 60 £6,000 £0
Commission, manage videographer and visual assets 10 £1,000 £4,000
Development of photo call and press release 10 £1,000 £0
Media outreach to secure event attendance 30 £3,000 £0
Development on one-page article for website 10 £1,000 £0
Subtotal 160 £16,000 £4,000
Activity Hours PR Fees Third party costs
Research to identify target influencers and celebrities 10 £1,000 £0
Seeding content with influencers and celebrities 30 £3,000 £0
Development of social content calendar 10 £1,000 £0
Subtotal 50 £5,000 £0
Subtotal 390 £39,000 £6000
Grand total £45000
Estimated budget for a 6-month campaign from May - November 2016

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PR budget: £45k
Summary: Launch the annual Childline
takeover, rebranding the Victoria line to the
Child line
Execution: Fundraising events will take
place up and down the Victoria Child Line,
from celebrity buskers to the Great British
Bake Sale.
Digital amplification: A combination of
bloggers, vloggers, influential Twitter users,
patrons, celebrities and passengers will
drive nationwide engagement with the
general public.
Awareness: High profile figures will launch
the campaign and lead activities
throughout the day.