London - Saatchi & Saatchi London is launching a new ChildLine television commercial (TVC) for the NSPCC as part of the charity’s new ‘how u feelin?’ campaign. The TVC will be supported by an online application, also developed by Saatchi & Saatchi, which will allow children to remix the ChildLine advert for themselves and the prize for the best version will be to have it shown on national TV.
The aim of the ‘how u feelin?’ campaign is to raise awareness amongst children and young people of the ChildLine services, now available online as well as on the phone.
"With this ad, we wanted to grab young people's attention and show them that ChildLine can help them express how they are feeling, while the remix online application gives them the space to do this in a creative and interactive way," says Paul Silburn, Creative Partner at Saatchi & Saatchi London.
For the TV ad, Paul Hartnoll from iconic British dance act Orbital has been working in a collaborative partnership with director, Dennis Liu, who featured in this year’s Saatchi & Saatchi New Directors’ Showcase at the Cannes Lions International Advertising Festival.
The TV spot is an atmospheric film, which captures the complicated world of young people’s emotions. The film features projections of children and young people giving one word answers to the question ‘how u feelin?’. The projections appear on a tunnel of walls and stairwells in time to Hartnoll’s completely unique soundtrack, produced using only the children’s answers and sounds. The ad finishes asking the question ‘how u feelin?’ and giving the ChildLine telephone number and url www.childline.org.uk, showing young people how to access ChildLine services.
Keith Bradbrook, NSPCC Director of Communications, said: “Working with young people to produce this ad has made it a uniquely rewarding experience. Though it’s just one component of a groundbreaking five month ‘how u feelin?’ campaign, like ChildLine itself it’s fitting that we have given children and young people across the UK a platform to really express themselves and to show that ChidlLine is always there for them.”
The digital element, produced in partnership with the digital arm of Moving Picture Company, is an online 'remix' application, which allows young people to use the sound and footage collected for the TVC to make their own version of the advert, helping them to express their own answer to 'how u feelin?'. They will then be offered the opportunity to enter a competition, with the chance to win having their work aired on TV as a one off ad spot.
The TVC aired for the first time on Monday, 18th January, 2010.