Changing up Childline's socials

I took the copy lead on refreshing our Childline always on content, taking a bold new approach while always keeping our content social-first. We did this to align with our new Childline marketing strategy, that put a larger emphasis on always-on awareness instead of solely campaign launches.

We created a large amount of content in-house, such as Vox pops, memes and other social-first formats. This meant getting stuck in with interviewing young people on the streets of London, getting to grips with Adobe express, and writing endless hooky captions that balanced relatability with delivering actionable advice.

We also commissioned the agency Nonsensical to create some additional work, including podcast clips, further Vox pops from the public, and a series of quotes done in a graffiti style.

The always on work we created smashed all of our KPIs, outperforming bigger budget paid marketing that was running alongside it. All in all, our content received 24,133,307 impressions, 79% more than planned.