Big Tick Winner

Cause Related Marketing, Example of Excellence

BT and ChildLine – ‘Am I Listening?’ campaign

Co-Operative Financial Services Cause Related Marketing Award 2004

Launched in October 2002, the ‘Am I Listening?’ campaign aims to ensure that the voice of every young person in the UK is heard. It starts by delivering tangible results for ChildLine through significant fundraising and strategic and technical support.

Processes

Through the ‘Am I Listening?’ campaign, BT aims to raise millions to enable the charity to move closer to its goal of answering every call.

This holistic campaign is an extension of BT’s commitment to ChildLine which first began in 1986 when BT donated office space, telephony and financial support to the charity, as well as its memorable helpline number 0800 1111. 

By providing additional phone lines and improving call handling. It also aims to increase the sales for BT products and services whilst improving BT’s responsible business practice, which, according to independent stakeholder research, had plateaued.

To achieve its fundraising target, a variety of mechanics were used. This included £1 being donated for every person signed up to BT’s 1571 answer service, £1 from the completion of an online customer survey, and BT encouraging customers paying bills via direct debit to donate the £1 monthly saving to the charity.

As part of BIG Listen Week, BT ran a competition with CBBC Newsround to find a young person’s voice to feature on the Speaking Clock for one week. More than 2 million people called to hear 12-year old Alicia Roland’s Scottish accent, raising £200,000 for ChildLine.

BT also organised ongoing internal listening workshops, providing a forum for feedback to employees and a platform to develop fundraising ideas. The New Ideas scheme donated £1 to ChildLine for every idea, doubled for every idea that results in action.

In early 2006 ChildLine merged with the NSPCC, as a strategic partner BT was involved in the consultation process. BT are now working with both charities to look at how new technologies can help the charities and enable more young people to be heard.

Impact

  • Enhanced BT’s reputation and improved employee motivation and perceptions.
  • 87% of BT’s 100,000 employees are aware of the campaign.
  • 47% of BT customers are aware of the campaign (MORI).
  • Take up of BT 1571 increased 25%.
  • Over 2 million calls were made to the Speaking Clock, reversing a 10 year decline of the service.
  • Raised over £4 million for ChildLine since April 2002, while donating and facilitating gifts "in kind" worth millions more.
  • Helped ChildLine move closer to its ultimate goal of answering every child's call for help. More calls than ever before are now being answered at the charity's switchboard - BT is a major contributor in helping an extra 3,500 children get through to ChildLine's switchboard each week.
  • Raised brand awareness and the importance of listening to young people.

See also