5. Partnering with TFL, weāll conduct a one day tube line takeover, taking the Victoria line and
rebranding to the Child line. Fundraising events will take place up and down the Child line,
capturing the imagination of the nation and raising money and awareness across the country.
The ChlidLine Takeover will be an annual event. Year one will focus on London, but in following
years itāll be rolled out across the UK. From a bus route in Pontypridd to the Manchester Metrolink,
everywhere needs a Child line.
11. 11
PR budget: Ā£45k
Summary: Launch the annual Childline
takeover, rebranding the Victoria line to the
Child line
Execution: Fundraising events will take
place up and down the Victoria Child Line,
from celebrity buskers to the Great British
Bake Sale.
Digital amplification: A combination of
bloggers, vloggers, influential Twitter users,
patrons, celebrities and passengers will
drive nationwide engagement with the
general public.
Awareness: High profile figures will launch
the campaign and lead activities
throughout the day.