Ad of the Day: Childline enlists Cheryl to front powerful campaign encouraging young people to ask for help
To mark its 30th anniversary week Childline has created a campaign featuring Cheryl, which looks to encourage young people to talk about any problems they may be facing.
Ad of the Day: Childline enlists Cheryl to front powerful campaign encouraging young people to ask for help
In the thought-provoking ad, the former Girls Aloud singer's voice is replaced by the voices of children talking about their issues as she sits in an empty gym hall. One boy is heard explaining his fear around telling his father he's gay, while a young girl is heard speaking about being sexually abused. Other stories come from a girl who says she has self-harmed since the age of 13, while another is heard explaining how a boy at school is pressuring her into sex.
Cheryl then turns to the camera, and in her own voice reminds young viewers that Childline is there for them.
The video follows on from recent figures from the charity which indicated that there's been a 22% increase over the last three years in the number of counselling sessions provided for girls aged 12-18 who are suffering from mental health and wellbeing issues. The charity is hoping that Cheryl's involvement will help it appeal to "a whole new audience."
Commenting on the initiative, Cheryl said: "As a teenager I was aware of Childline, but like so many others I mistakenly thought it was just for young kids. The reality is that it doesn't matter whether you are at primary, secondary school or college, or how big or small your problem is, Childline is there for you."
"Life can be hard sometimes, especially whilst you’re growing up, and everyone deserves someone to talk to and help make sense of it all."
The chartiy's founder Dame Esther Rantzen said: "We are really excited at the awareness that Cheryl will bring to the service, and in particular how she will enable us reach out to even more desperately unhappy young people with nowhere else to turn.
"She fully understands the new dangers young people face today such as sexting and cyber-bullying."
Click on the image below to watch the video in full, and find out how The Drum is working with the with the NSPCC to raise awareness of Childline at Do it Day here.
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