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Kees Kruythoff

chairman and chief executive officer

Sir Martin Sorrell

founder & executive chairman

ChildLine: Nobody is Normal by MSQ Partners

Client: ChildLine
Date: Nov 2020
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Childline is reassuring young people know that no matter how you feel inside, there is always someone you can talk to and that you are not alone, through a new 'Nobody is Normal' campaign created by MSQ's The Gate.

Childline (part of the NSPCC) has revealed that every year they hear from thousands of young people who feel like they don’t fit in or feel ‘normal’.

Over the past few months, counsellors have heard from children who are struggling with their body image, sexuality, gender identity, and mental health. The charity has analysed the data to find these issues spiked during the Covid-19 lockdown.

‘Nobody is Normal’ highlights these issues to let young people know that it’s OK to feel this way, it’s a shared experience, and reassure them that nobody should suffer alone.


Brand: Childline

Client: Grania Hyde-Smith (Marketing Lead), Rachel Day (Communications Officer), Courtney Zitola (Senior Digital Marketing Manager), Ellana Salt (Social Media Coordinator)

Creative agency: The Gate

Chief Creative Officer: Lucas Peon

Creatives: John Osborne, Rickie Marsden, Sam Whatley

Agency producer: Susie Innes

Account director: Sam Dempsey

Strategy Lead: Kit Altin

Media agency: OMD

Director: Catherine Prowse

Producer: Daisy Garside

Production Company: Blink & Rowdy

Director of Photography and Colour Grader: George Warren

Animators: Tim Allen and Tobias Fouracre

Puppet Builder: Adeena Grubb

2D Animator and Compositor: Tom Fisher

Rig Removal: Ieuan Lewis

BTS: Joe Eckworth

Art Department Runners: Feiyang Yin and Stella Chapman

Shot at: Clapham Road Studios

Blink Producer: Josef Byrne


Major Tom: Jake Wheeler

Grand Central: Gary Turnbull & Molly Butcher

Music companies: Beggars, Warner Chappell, Concord

Soundtrack: Radiohead


Illustrator: Biff

Project Manager: Ross Frame, Jelly