Recent research by the charity shows that while awareness of the Childline service is high among
eight to 16 year-olds, it is only currently associated with major issues.
The new campaign aims to show children that they can use the service to talk about any problem, whether it's big or small.
The press ads are all illustrated in a cartoon style and contain the line: "Whatever your worry, it's better
out than in."
Backing this is an online campaign and a completely redeveloped website.
Project Heavier, let it out, undoes
Client Ian MacArthur, deputy director of communications, NSPCC
Brief Spring milestone activity 2008 - Childline
Creative agency Saatchi & Saatchi
Writer Paul Domenet
Art director Brian Connolly
Planner Jane Cantellow
Media agency ZenithOptimedia
Media planner Sheila Bowden
Illustrator Mike Perry
Retouching First Base