Kids Company "peace of mind" by AMV BBDO

The campaign which spans press, poster and online aims to raise £5 million by encouraging people to visit the charity's 'virtual brain' website www.kidspeaceofmind.org and buy a virtual brain neuron to help fund research.

Visitors to the site can buy a neuron for £5 each, personalise it and join groups created by many of the campaigns celebrity patrons, such as the Stephen Fry group.

The campaign highlights the participative nature of the site and features names of the charity's celebrity patrons.