Childline – how to make a telephone helpline engaging for an online younger audience | Digital conference | 27 October 2016
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Holly Smith, digital project manager (Childline) and Emma McQuillan, brand marketing manager, NSPCC Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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Childline – how to make a telephone helpline engaging for an online younger audience | Digital conference | 27 October 2016
- 1. How we made Childline engaging for an online audience
- 2. Challenge
- 3. 3 1986 - 2009 1986 Childline launched on BBC1’s Childwatch and received 50,000 attempted calls on the first night 2003 Every mobile network provider makes calls to Childline free and confidential 2006 Childline joins forces with the NSPCC to support and help even more children and young people 2009 Childline launches website to provide online counselling as well as information
- 4. Childline through the ages
- 5. 5 How behaviour has changed
- 6. What we did
- 7. 7 We started with young people If parents were giving them dirty clothes and hitting them, and just pouring rubbish over them, and not properly feeding them.
- 8. 8 Brand identity for the digital age
- 9. How we use colour
- 10. Voice Box
- 11. 11 Logo
- 13. 13 Avatars
- 14. 14 Emoticons
- 15. Bringing it all together
- 16. 16 Brand guide
- 18. 18 Results Web analytics Mobile/tablet sessions up to 64% (from 59%) 13,000 new accounts since launch Most popular content: 1-2-1 counsellor chat, email, message boards Early indications from the service/counsellors “Clean, simple, smart, well designed and easy to navigate” “I like how you can see their feelings at start of chat.” “Talking with someone is available quickly and easily.”
- 19. Brand feedback “It’s really simple, more self- explanatory and connects to kids my age” (Boy, 14) “It’s calm and friendly, more welcoming” (Girl, 15) “It’s a great idea because it gives you an idea of what ChildLine actually is” (Girl, 11) “[The logo] makes me want to go online and look at what they do” (Girl, 8) Our most important feedback Website feedback “The new notifications are AMAZING! The change was definitely overwhelming but I’m used to it already.” “I seriously LOVE the new website! I think its amazing and so modern and all the new features are so cool!” “I’d just like to say thank you that I am really happy the artbox tool is now available for mobiles!”
- 20. 20 What’s next?
- 21. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk