Children’s charity NSPCC, which operates the listening service Childline, launched its ‘Understand Me’ campaign to tackle hate crime and discrimination against children. It had identified a spike in Childline counselling sessions about racial and faith-based bullying around key events such as terrorist attacks and Brexit.
Childline wanted to convince children from black, asian and minority backgrounds (BAME) that the service was there for them. The campaign challenged xenophobia and prejudice, empowering young people to speak out and seek help.
To get through to its target audience, the charity partnered with one of the UK’s foremost grime music publishers – SBTV. It was a format that was both familiar to the audience and easily digestible. The campaign identified four diverse artists, each with their own personal experiences of racial or religious discrimination, so they could tell their stories first-hand.
These artists produced bespoke tracks that were released as teasers on SBTV channels, before being distributed across social media, communicating to the young audience on their own terms and encouraging them to speak up.
Following the campaign, Childline experienced a 22% increase in contact from BAME young people.
Media Director: Serhat Ekinsi / Chris Brocket
Senior Planner/Strategist: Jamie Kenyon / Anna Martorana
Creative Agency: Don't Panic/ SBTV
Relevant Media or Brand Manager: Grania Hyde-Smith