The UK’s young people were in a mental health crisis. Childline was perfectly placed to help.

But many young people saw us more as an abuse helpline, rather than a service for mental health support. Our objective was to make Childline more relevant to a new generation struggling with mental health concerns.

To do this we went deeper at every turn, never stopping at the superficial. We used quantitative data in a totally new way to reveal emotions hidden beneath the numbers. We delved into the folds of the adolescent brain to find a revelation, not just an observation. We went deep into the most intimate feelings a person can have, cocreating with young people to make those feelings visible.

By digging deeper when it came to data, we unleashed Nobody Is Normal: a campaign that shows young people that however you feel on the inside, you’re not alone.

We took risks and pushed boundaries throughout.

We embraced a dark campaign style, different to anything we’ve ever done. Childine and the NSPCC are...