Stardoll partners with ChildLine

Stardoll, the online social network for young women, has partnered with ChildLine to encourage teens to share their feelings via a range of online services.

ChildLine TV campaign

The site’s members have been given the opportunity to submit an original design by taking their mood of the day and converting it into fashion.

It follows an initial collaboration last November, which coincided with National Beat Bullying week, and had 76,000 total submissions. Over 250,000 members voted on the winning designs, which will now be displayed in a new StarPlaza store, which launches today (2 February).

Each user of the site will be given a virtual green telephone to each user. When they click on it, it will link them to the Childline hub, where they see information on ChildLine.

The hub site offers children tools to express their feelings through poems, pictures, and emotion-type ‘moodies’ to keep track of their moods. Children can also confidentially contact ChildLine qualified counsellors through phone, online chat, email and text.

According to a recent Childline ‘how u feelin?’, the number of children saying they felt stressed most of the time was more than double between two age groups, from 12% of 11-13 year olds to 27% of 14-16 year olds.

A new Moodi Wear Label competition will encourage users to respond to a weekly brief by creating a design based on an emotion.

Ian MacArthur, creative director and head of brand marketing, at the NSPCC, says: “The moodies and ‘how u feelin?’ campaign on Stardoll has surpassed our expectations in reaching out to our core audience. More than 227,042 girls reported how they felt in the first two weeks of the campaign and we anticipate doubling that interaction in the coming weeks. “

There are currently Stardoll communities in 17 languages in over 200 countries. To date, over 48.8 million Medolls have been created, and more than 39 million unique users worldwide visit The Stardoll Network each month.


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