At the end of the line

Protecting vulnerable and abused children is so difficult because most abuse and neglect happens behind closed doors. However, we all can play our part, just by keeping our eyes and ears open and spotting the child that might be in trouble. The one that’s left out alone late at night. The one that seems withdrawn and quiet.

This campaign sought to build public awareness of the Child Protection Line, and encourage the public to act. Using specially-cut vinyls, we made public phone boxes look like they contained vulnerable children. The impact was immediate and calls increased – which sadly is a sign of success. The campaign also picked up numerous awards and PR attention, which helped amplify the message.