Case study spotlight

Convincing young children and teenagers from diverse backgrounds that the Childline service is there for them and understands them. Discover how we helped improve trust among marginalised ethnic groups which were on the decline. Two-time award-winning campaign.

CLIENT – NSPCC/Childline


SERVICES – Content Partnership, Creator Collaborations, Community Engagement, Insight & Strategy, Media Activation, PR & Earned Media

What was the challenge?

Childline had noticed that they were losing trust and awareness among those within diverse communities. Children from marginalised ethnic groups were less likely to view Childline as a place for helpful advice and spontaneous awareness amongst young people in these communities was the lowest among all demographics. We also noticed that only 16% of overall contacts to Childline were from boys (compared to 65% girls).

With an increase in contacts to Childline around Mental Health and suicidal feelings due to the impact of lockdown, Childline needed younger people to know that they are supported and they’re not alone.

What was the strategy?

Childline focused on a broad audience approach to ensure that the topic of Mental Health was tackled sensitively but also efficiently. We would drive authentic and deep engagement with our audience through content-led partnerships fronted by relatable platforms and artists.

What were the results?

We were able to collaborate with SBTV to create impactful content which resonated with our audience. Artists joined forces to relaunch our 2018 content around Xenophobia, Racism, Islamophobia and Neglect/feeling invisible, as well as creating brand new music with Don Strapzy around Allyship.

The campaign won a BIMA award (Communications & Content: Conscience) as well as a Campaign Media award (Public Sector & Charities) and was shortlisted for 2 further Campaign for Good awards.


“I have worked with OMG UNITE on a number of occasions to raise awareness and promote Childline to a diverse range of young people.

They are experts in complex partnerships and co-ordinating multiple stakeholders, to deliver effective activations for audiences that are typically much harder to engage with. Through them, we have worked with diverse, niche partners to reach LGBTQ+ and BAME young people, resulting in significantly improved awareness, propensity to contact and trust with the Childline brand amongst these audiences. I would not hesitate to recommend them.”

Grania Hyde-Smith

National Services Communications Manager


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