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Creative Childline Amaze

Childline redesigns digital offering ahead of 30th anniversary to meet ‘growing expectations’ of young people


By Natalie Mortimer | N/A

August 18, 2016 | 2 min read

Childline has introduced an improved digital offering across its platforms and call centres as it looks to streamline its service and keep up with the demands of its users.



The counselling service, which is provided by the NSPCC, has 750,000 registered users aged between nine and 19 and wanted to make its website more user friendly and overhaul its content to take in to account the diverse age range of its users.

The NSPCC worked with Amaze to deliver a fully integrated and digitally optimised service for Childline, which required a bespoke solution, capable of guaranteeing the security and anonymity of users.

The new, fully responsive platform includes a self-help and peer-to-peer feature, which enables children to access self and counsellor-led therapies across a range of devices. Custom-built tools include synchronous and asynchronous chat, plus emotional indicators and therapeutic tools such as the bespoke Drawing Tool to help service users express their feelings if they cannot convey their thoughts easily through words.

Helena Raven, associate director at the NSPCC said: “Working with Amaze and young people to design this website was an exceptional experience. We knew that we needed to create something that was technologically robust and able to safely deliver the vital service that so many children and young people need.

“We also knew we needed to use the very best in digital UX and design, in order to meet the growing expectations of young people, and provide the most user-friendly experience for all children, no matter their ability, or how they are feeling.”

Creative Childline Amaze

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