London UK: The NSPCC has tasked Avenue A | Razorfish and Saatchi & Saatchi with creating a campaign to change the perception of ChildLine’s services. Research has shown that while awareness of ChildLine as a service is high amongst 8 – 16 year olds it is currently associated with ‘big’ issues such as abuse. The new multi-channel campaign aims to increase the number of young people who contact ChildLine, with whatever issues they have on their minds, ‘big’ or small.

Saatchi & Saatchi has created the advertising campaign, illustrated by Mike Perry, which delivers the message “whatever your worry, it’s better out than in”. The ads give the ChildLine number and website address and they will run in teen magazines such as Kerrang, Official Playstation and Sugar through May, June and July. A radio campaign will also break on 12 May and will run for four weeks.

Avenue A | Razorfish has created the online advertising campaign and completely re-designed the website with fresh ideas and content. The new, simplified structure provides easily accessible information on a range of issues that young people are concerned with today from exam stress to relationship issues.

John Grounds, director of communications from the NSPCC said, “We ultimately want to convey the message to young people that ChildLine is there to help. That whatever the worry, big or small, it’s better out than in.”

Chris Perry, managing director of Avenue A | Razorfish states, “We are very excited to work as part of a multi channel team to help ChildLine to reach out to more children and young people'”

Kate Stanners, creative partner at Saatchi & Saatchi concludes, “The campaign talks to young people in an open and honest manner and with empathy. I think the work will have a huge impact.”

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Notes to editors

The NSPCC is the UK’s leading children charity specialising in child protection and the prevention of cruelty to children. The NSPCC’s purpose is to end cruelty to children FULL STOP. Its vision is of a society where all children are loved, valued and able to fulfil their potential. The NSPCC runs 180 projects and services across the United Kingdom and Channel Islands, including ChildLine, the UK’s free, confidential 24-hour helpline for children and young people. The NSPCC helps over 10,000 children and their families every year.

About Avenue A | Razorfish
Avenue A | Razorfish is one of the largest interactive marketing and technology services agencies in the world. The company helps industry leaders such as O2, FT and Samsonite use digital channels to acquire and service customers. Avenue A | Razorfish's full suite of digital offerings includes online advertising, Web site design and development, email and search engine marketing, emerging media strategies, and enterprise portal development. Its award-winning client teams have a great understanding of customer needs and provide solutions through distinct business disciplines, which include: analytics, strategy, technology, media, creative design and user experience. An operating unit of Seattle-based aQuantive, Inc. (NASDAQ: AQNT), Avenue A | Razorfish has offices in markets across the United States, and global operations in Australia, China, France, Germany, Japan and the United Kingdom. Please visit for more information.

About Saatchi & Saatchi
Saatchi & Saatchi London is known for its strength in creating loyalty beyond reason for its clients’ brands. Its clients include the Labour Party, NSPCC, Carlsberg, Visa, Guinness, T-Mobile, Olay, Ariel and Head & Shoulders. Saatchi & Saatchi worldwide has 154 offices in 84 countries and 7,000 employees. Saatchi & Saatchi London is part of the SSF Group, a mini group within the Publicis Groupe that unites Saatchi & Saatchi and Fallon in the USA and the UK.

For more information:
For more information or to arrange an interview, please contact Hinda Smith or Leo Kellgren at immediate future on 0845 408 2031 or at /

Published on: 12:00AM on 8th May 2008