Childline Online Services is accessed via a revamped website and includes a range of new communication channels including chat, message boards and SMS.
The site, developed by digital agency Razorfish, offers children more access points to Childline’s services in a digital environment they are comfortable with.
It integrates closely with Childline’s existing support network.
The Childline site is to be promoted via a marketing push dubbed “How r u feelin?”. It launches this week, with online planning and buying managed by media agency Zed Media and is targeting 3.4m youngsters.
Stephanie Hughes, digital communications manager for NSPCC, said the campaign encouraged children to share their problems with each other.
“This campaign marks a new approach to audience engagement for ChildLine. It’s very digital, very social and has been planned to build momentum over several months. It could be the start of a great association between self-expression online and ChildLine,” she said.
To visit the NMA website click here