Digital transformation that puts young people at the heart of Childline’s services

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.

Device Showcase
Device Showcase
Device Showcase


Childline’s new site now covers the whole service and all stakeholders. It supports a greater number – and a greater range – of CYP, and delivers tailored support depending on mood and needs.

It works better for counsellors too, providing a better experience for children who are waiting in a chat queue and provides the ability to do more with the same or less resource.

Since launch, access to the service via mobile is up from 41% to 52%. Personalised content is ensuring more users can find what they want faster, with info and advice pages seeing 15-20% more traffic than pre-launch. The improved targeting of content is delivering greater engagement too, with bounce rates reducing and average visit time increasing by 15%.

‘On the ground’, those percentage increases are making a big difference to more children across the UK. Each month, 1,000 more children access information on online safety. 3,000 more find help and advice on school and college life; 11,000 on home and family life. And 12,000 more CYP visit the Contact Childline page.

As new trends evolve or as best practice changes, Childline has a site that will enable its team to respond, and deliver help and support to ever more children.


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