NSPCC revamps campaigning site for teens

Teenagers will be able to design their own electronic badges on a special networking microsite set up in conjunction with a new NSPCC campaign against child abuse to be relaunched next Monday.

Donthideit.com, the existing website for the charity’s Don’t Hide It initiative, will be revamped to include the design facility, as well as actor-read profiles based on real stories about bullying, neglect and abuse.

Users will be able to include their designs on personal profile pages on networking sites. They will also be able to email them to friends and add them to the campaign site’s “badge wall”.

NSPCC new media manager, Stephanie Hughes said the overwhelming response to the charity’s Don’t Hide It campaign last year showed the power of communicating with young people in a “safe” online environment.

She said: “This year we are taking the initiative one step further by giving young people the opportunity to influence the look and feel of the campaign. We hope this will enable us to reach even more young people suffering from abuse and give them the courage they need to speak out.”

Neil Miller is managing director of DNA, the interactive marketing agency that created the new site. He said: “The way people – particularly the young – are using the web makes it a powerful tool for the NSPCC to achieve real social change.”
The campaign will run online for four weeks and will be backed up by television and press adverts.

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