ChildLine is a free 24 hour counselling service for children in the UK provided by The NSPCC. It helps children with a whole range of issues but this concept campaign was focussed on victims of child abuse.
This particular concept ad was aimed to encourage members of the public to become ChildLine telephone counsellors, as ChildLine has a real lack of volunteers in this area.
The idea for the installation was to grab people's attention in an unconventional way and get the public to interact with the message. In a couple of hours, well over a hundred people interacted with the installation and around 90% of all passers by read the campaign message or stopped to take a closer look.
The feedback to this campaign was fantastic.