O2 - Childline (2024)
To celebrate O2’s long-standing support to NSPCC Childline, we created an OOH ad helping vulnerable children find their way to Childline, by way of their parents. As a telco market leader, O2 feel very passionate about leading the way in fighting cyber security-related dangers to children in the UK.
CHALLENGE
Rather than just raising awareness about a problem we “facilitate”, how can we help parents protect their children from ‘the online world’ in a way that is genuine, selfless, straightforward and - most importantly - champions Childline?
INSIGHT
Children and parents can’t always talk openly about things. Thankfully, less topics are taboo for both parents and children to talk about. However, in a fast changing world where every day a new platform or new terminology pops up, kids find their parents can’t keep up, and don’t speak their language.
STRATEGY
What makes Childline great is not just that there’s someone there to listen to kids, but that Childline counsellors speak their language too. No more things lost in translation.