The charity is providing exclusive access to various high-profile online media sites, such as BBC Online and the websites of The Sun and The Star. It will also be sending material to influential bloggers and setting up dedicated groups on social networking sites such as Facebook and MySpace.
Chloe Strickland, marketing officer at St Christopher’s, said the charity had targeted “specifically relevant” online communities to ensure the campaign’s message “resonated all the more strongly”.
She said: “The animations touch upon a vast array of issues, such as drugs and running away from home. For that reason, it was decided that the internet was the best medium for reaching a large number of very specific target audience groups.”
The animations are available on the charity’s website.