2007 Big Tick winner

Big Tick winner in 2007

Big Tick winner

BT, in support of ChildLine

Cause Related Marketing Award 2007 in association with the Office of the Third Sector within the Cabinet Office

It is society’s responsibility to help every young person get the comfort and support they need.  No child should ever feel they have no-one to turn to.  As leaders in communication we have a crucial role to play in supporting ChildLine.  BT is committed to the cause wholly and will continue to push the technological boundaries so more young people in need can be heard.

Sir Christopher BlandChairman, BT

Since late 2002 BT has raised over £6million for ChildLine, plus over £4million worth of in-kind or leveraged support, to help ensure all vulnerable young people have the chance to be heard.  BT has been rewarded with strong employee and customer support.

Processes

BT Group Plc is a world leading provider of communications solutions serving customers in Europe, the Americas and Asia Pacific.  In the UK, BT serves more than 20 million business and residential customers with over 30 million exchange lines, as well as providing network services to other licensed operators.  BT employs over 100,000 people in more than 200 UK locations.

BT has supported ChildLine since its inception, providing fundraising, office space and the memorable helpline number 0800 1111.  There is a natural synergy between the two organisations; communication is at the heart of ChildLine and communication is BT’s business. 

In 2002 a new strategic partnership between ChildLine and BT was formed launching the BT ‘Am I Listening?’ campaign aiming to ensure every young voice was heard.  The campaign included BT donating £1 for every person who signed up to their 1571 answer service, £1 from the completion of a  customer survey, and through the successful BT employees Give As You Earn scheme.

In 2006 ChildLine and the NSPCC merged.  BT was used as a sounding board during sensitive negotiations.  BT positively supported the merger to secure the long-term future of ChildLine, and as an opportunity to drive forward an integrated service to children – phone, online and text.

2006 also saw BT bring together its biggest CSR programmes of the ‘Am I Listening?’ campaign and Education Programme to form BT’s Better World Campaign.  With an investment of £10million over three years, it is BT’s largest ever social campaign aiming to ensure that young people get the skills and opportunities to improve their communications and be heard. 

Impact

  • 87% of BT’s employees and 100% of employees/volunteers at ChildLine are aware of BT’s support.
  • 47% of BT customers are aware of BT’s support of ChildLine (MORI).
  • Over £1.8 million raised for ChildLine since 2006, plus £200,000 for NSPCC’s complementary online counselling service, There4me.

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