Childline, the NSPCC’s free, confidential service for children and young people (CYP) in the UK, helps young people any time, whatever their worry.
Where once the service was purely phone based and handled 15,000 counsels a year with 100 volunteers, now 8,000 volunteers make 348,000 counsels each year.
With demand continuing to grow, Childline needed a new responsive site that would enable it to meet users’ needs in whatever way was right for them. It needed to work for CYP and Childline’s volunteers. It needed to protect privacy and anonymity, be always available, help the organisation do more with less resource, and eliminate barriers – so age, familiarity with technology, or (in)ability to articulate a problem would not prevent a child from being able to seek help.
Childline already had 750,000 registered users. To cope with further growth, and to meet the needs of a diverse target audience with a wide range of ages and abilities, Amaze needed a platform that would enable them to create flexible content and design options – and deliver cross device performance.
The Episerver 8.5 platform was the natural choice. As a leading Episerver certified content partner, Amaze knew its flexibility and scalability, and its ability to make managing large volumes of content swift and simple. The platform would enable us to integrate Childline’s call centre workflow systems, enhance SEO visibility and deliver a responsive and digitally optimised service that made the most of Childline’s content.
That content needed to meet the needs of those children and young people (CYP) thinking of calling Childline for the first time, and regular users who wanted ongoing support. By involving young users in the site’s development, we understood the need for the content to span the full range of user experiences, from one to one video counselling or the traditional phone call; to peer to peer facilities such as chatrooms and the Ask Sam ‘agony aunt’ style section; to self-service videos and written content.
Tailoring the content – and providing Childline with the data to triage the most urgent cases – was led by the mood tracker, a facility for users to post how they feel. Selecting one of the options determines the content presented, reinforcing feelings of wellbeing on good days, and identifying those most at risk on bad.
To eliminate barriers and drive inclusion and engagement, Amaze developed onsite tools to enable CYP to share their feelings without the need for words. The artbox facility enables users to draw their feelings rather than explain them.
Learn how their new site became an award-winning example of how to deliver business transformation, digitally.