Amaze snares ChildLine account

NSPCC has handed St Ives-owned Amaze a new chunk of work by appointing the digital agency to handle the ChildLine account, to ensure its services are digitally optimised to meet the needs of those seeking support online.
The charity first appointed Amaze in October last year to build its new website, NSPCC.org.uk; it has now been briefed to do the same for its private and confidential 24-hour counselling service for children and young people.
At the heart of ChildLine’s online service provision is a community where children and young people can anonymously get the help they need. More than two-thirds of those who contacted ChildLine last year, did so through the website and the new digital service will mean they can now safely access articles, support and direct counselling online, allowing ChildLine to support more children.
However, the charity is currently struggling to answer all online contacts from young people, as it takes ten times longer to counsel a child online than over the phone. Working with Amaze, ChildLine hopes to be able to improve and optimise its digital service to help every child who makes contact online.
Self-help and peer-to-peer features on the site include emotional indicators, therapeutic games and the ability to replay counselling sessions; these have all been designed to build confidence and position ChildLine as a trusted source of online inspiration and support.
The site will now be integrated with case management and call centre handling tools to ensure that all users can easily access professional support via the web.
NSPCC head of digital development Helena Raven said: “Our website currently has 315,000 young people registered as users, with 59% accessing the website via mobile devices in 2014. More children and young people will be seeking help via our digital services rather than the phone this year, and we know that we need to remain digitally relevant to young people as the technology they use continues to evolve at pace.
“As well as being more accessible across devices, the new website will be designed to grow and develop with young people, learning as they learn, changing as they change. ChildLine.org.uk will always be there, ready to help, whatever problems children and young people face.”

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