Childline wanted to raise awareness of loneliness in young people and push their email counselling offer.

I came up with the idea of creating ‘Day in the Life’-style TikTok videos, following three characters during their ‘Day in the Lonely’. The messaging showed loneliness can affect any young person, and that, with Childline’s help, loneliness doesn’t have to last. The films were made in collaboration with production company JustSo. 



The campaign won Gold at the UK Content Awards. It also resulted in over 3.8M views across TikTok and saw a 24% increase in email counselling sessions booked with Childline.

I was the copy lead in a small project team on a big-budget Childline campaign designed to raise awareness of child sexual exploitation. I named the campaign and crafted punchy, succinct copy for OOH placements across 300 UK sites, designed to encapsulate the conflicting feelings felt by young people experiencing CSE.

I then scripted short scripts for five diverse characters, which were produced by Knucklehead. All the messaging had to reinforce that there’s no one type of victim or perpetrator of CSE and be extremely sensitive to the complexities of this subject. The campaign achieved 17m impressions and almost 600k views on social media.

The Childline brand tracker reported: “Almost 4 in 5 children say that the Full Story campaign was clear. It boosted confidence in Childline and made 71% of children think more positively about the service.”

One of the NSPCC’s biggest campaigns is focused on behaviour change. Listen up, Speak up is designed to teach adults how to recognise if a child is at risk, and actions they can take if they’re worried about a child or family.

I created the name and refined the messaging for the campaign scale-up, including scripting ads for social to encourage sign-ups and amending the training itself to increase its focus on how the NSPCC can support families facing adversity. We saw 33,000 sign ups to the campaign during this 8-week period of the campaign.