In the style of a Buzzfeed listicle video, we explored what boys get up to when they’re alone but don’t talk about, from the funny, to ridiculous, to the frightening – things every boy recognises. In doing so, we made the film relatable and demonstrated that boys are in fact not alone in how they are feeling.

This style of video allowed us to instantly engage with the teenage audience who are more than familiar with this type of content, while also allowing us to move from one end of the spectrum to the other - going from funny to sad in a natural and engaging way.

The film was released on Childline’s Facebook, Youtube, Instagram & Snapchat pages.

In order to ensure we reached as many of our, difficult to communicate with, target audience we created channel appropriate content across multiple platforms including Snapchat and Instagram - repurposing the film to create gifs, images, teasers and vertical video content for both Snapchat & Instagram stories.

A paid, owned and earned media strategy as well as a partnership with Ladbible meant the content was natively uploaded on various channels to ensure the widest possible reach and increase engagement. This also led to key coverage on BBC, Sky and uploads from key brand ambassadors including Wayne Rooney.

6.9M+ Views

2.63% Engagement rate across all platforms

Campaign activity had to be paused shortly after the content went live as Childline’s channels became inundated with calls.

Was number #1 on Reddit’s Political Video page

Trending on Youtube for the first three days