The new fundraising campaign (Third Sector, 17 September, p1) is intended to raise £50m over the next three years to help the growth of NSPCC helplines and text and online counselling services. The Government has committed an additional £30m to the cause.
The phone was levered above the rooftops by a crane in Moorgate.
A bus was also covered in 6,500 blue and pink ‘butterfly ears' to mark the event. The paper and plastic ears were joined together in twos to resemble butterflies. The 4,000 blue butterflies represented the number of calls dealt with by the charity's two helplines every day and the 2,500 pink butterflies corresponded to the number they are unable to answer.
The charity aims to use funds raised from the appeal to open two new call centres and add 600 more volunteers to its current helpline workforce of 1,200.
Child's Voice is being supported by a two-week television advertising campaign designed by Saatchi & Saatchi, which was first broadcast on ITV1 on Monday 22 September.