Winner: Trimedia
Campaign: BT in Support of ChildLine
The voices of children are often muted by unfortunate circumstances far beyond their control. This is the problem that the "Am I Listening?" initiative set out to correct
when UK-based communications solutions provider BT teamed with ChildLine to offer 24-hour support for children in danger or distress. This collaboration, strengthened by the
support of Trimedia UK, set out to empower the voices of youth.
ChildLine, which receives approximately 4,500 calls every day, had resources to answer just 57% of them, leaving thousands of kids alone with their troubles. That's when BT
swooped in to provide holistic support for the helpline program.
Despite the good-natured intentions of all parties, though, complications were quick to arise: The team wanted to spread the word of the initiative's mission, but sensitive
issues and confidentiality made that difficult.
"No matter how great a story you have, you need to be aware of issues that may lead to restricted communication," says James Wright, director of Trimedia UK. "It's important
to communicate this to those people in your organization who may be pressuring for ?coverage."
Can You Hear Me Now?
Trust was key, especially from the children themselves. BT helped enable this trust with its tech capabilities, improving ChildLine's capacity to handle calls and supporting
the launch of SMS and online counseling.
"It is important to have an ongoing dialogue to raise new opportunities that can benefit both parties," Wright says. "This creates the greatest synergy to reach a joint
vision: Ensuring that every child and young person in need is heard."