Group Creative Director/Head of Art: Digital/Social/Print

Expressing inner problems through lyrics. The NSPCC /ChildLine counselling service for young people had a problem. It was seen as out of touch with the younger generation. Young kids can't always talk to their parents, they needed someone they could trust, relate to and also understand their problems. Without the ChildLine there really wasn't anywhere to go, or anyone qualified to help. But it needed to change.

Working with Avenue A & Razorfish this multichannel campaign 'A problem is better out than in'  was created. The 'Final Verse' idea was to get young people to express themselves creatively through something they could really relate to - music and lyric writing. A chance to write the final verse of a song on new album by UK artist Devlin. This way they would share there problems and worries instead of hiding them.

Within the first 6 weeks of the campaign traffic to the ChildLine website increased by over 64%. Even more importantly the perception of ChildLine amongst this young target market dramatically changed. Now they felt there was place they could visit where someone would listen to their problems.