OMD UK is working with ChildLine and the youth specialist agency Livity to help the charity support the launch of their debut mobile app, Zipit, with cleverly targeted media used to direct ChildLine’s audience towards the app and wider information on sexting or bullying.
Zipit, ChildLine’s first app, is an empowering tool for young people who feel peer pressure to engage in unwanted and explicit conversations. Conceived to deal with the recent surge in so-called ‘sexting’ – with around a quarter of surveyed 13-18 year olds reportedly sending explicit images or video of themselves to somebody else, and 60% being asked to do so – the app serves as a means to defuse awkward or worrying conversations with humour. Using image macro memes with a witty message, anyone who feels uncomfortable in a conversation can forward a harmless response to an explicit request, in order to keep flirty chat on safe tracks.
Having launched Zipit at the end of October, ChildLine has enjoyed some fantastic success in uptake, with 18,000 downloads in three weeks. However, at OMD UK we hope to take this great performance even further. Using a combination of TV, OOH, and Digital media, we will be targeting ChildLine’s key audiences across a variety of channels and also broadcasting the campaign message to a wider national audience.
The launch of a first app is a big milestone for any brand, and Peter Liver, NSPCC’s Director of ChildLine, agrees that the campaign is a standout event: “This campaign is one of ChildLine’s biggest and most ambitious in a number of years, and we’re pleased and proud to be working with OMD UK and Livity to create and distribute this important message. It’s ChildLine’s first app, and OMD UK’s expert insight has been invaluable in ensuring we can place it exactly where it needs to be in order to reach our target audience and hopefully empower them against the pressures of sexting.”
Accordingly, we have launched ChildLine’s first TV advertising campaign in 3 years, introducing the app alongside a series of Hollyoaks episodes that focus on themes of sexting and bullying. Positioning the app in this context will illustrate the real value of ChildLine’s message, and Zipit specifically, in true-to-life scenarios to an audience who stand to benefit from it the most. This aspect of the campaign will be combined with creatively targeted online activity that pinpoints secondary schools’ Wi-Fi networks and social gaming, placing Zipit at the heart of its audience’s online experience.
To top off all of this highly targeted activity, there is a nation-wide OOH campaign conducted in partnership with our good friends at Talon. ChildLine’s message will appear across cinemas and Underground stations to spread the word amongst a broader audience and inspire new conversations on the topic of sexting.
We’re looking forward to helping ChildLine’s great work reach even more of those who need it, and we’re very glad to be a part of the drive to tackle a serious and difficult issue amongst a young audience. To download Zipit or read more about ChildLine’s work, please visit: http://www.childline.org.uk/play/getinvolved/pages/sexting-zipit-app.aspx
Livity, the youth specialist agency: http://livity.co.uk/
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We are delighted to announce a new 4 year partnership between OMD UK and The Prince’s Trust. The partnership will provide lots of exciting opportunities for the agencies to get involved in the work of The Trust which strives to transform young lives across the country.
Around one in five young people in the UK are not in work, education or training. Youth unemployment costs the UK economy £10 million a day in lost productivity, while youth crime costs £1 billion every year. The Prince’s Trust addresses this by giving practical and financial support to those young people who need it most. They help develop key skills, confidence and motivation and work with 13 to 30 year-olds who have struggled at school, have been in care, are long term unemployed or have been in trouble with the law.
The Trust have helped more than 750,000 young people since 1976 and support 100 more each working day. More than three in four young people they helped last year moved into work, education or training.
OMD UK employees will be getting involved in various fundraising projects throughout the year, including entrepreneurial competitions, physical activities and will also have opportunities to work directly with young people from The Prince’s Trust.
To kick start the program this Autumn, we will be running one-day workshops for young people, providing training on basic CV and interview skills, and advising on how to find work experience placements.
We are very excited about working with The Prince’s Trust and the chance to support such a worthy cause.