15 September: The Financial Times and NSPCC have today announced a new partnership that aims to fund Childline for 100 days.

The FT 100 Unforgettable Days Campaign will target FTSE businesses and individual readers to encourage them to fund Childline on a day of their choosing that has personal significance to them.

For many children, contacting Childline could be the first time they reveal they’re being abused, suffering from mental health issues or struggling to cope.

It costs £30,000 to run Childline for a day. The campaign aims to fund 100 days, and is looking for organisations and individuals to sponsor one day or multiple days in order to reach the £3m target.

From September to the end of October, the campaign will see a series of print and digital adverts in the Financial Times that will show companies how they can turn an ordinary day into an unforgettable one, by funding Childline.

The NSPCC has created adverts that contrast headlines from unforgettable days in history (such as the day the Beatles released ‘Abbey Road’) with life-changing days for children (the first time sharing worries with Childline that have been overwhelming them).  

This partnership with the Financial Times builds on the existing successful fundraising proposition that the charity launched in 2016, inviting companies to sponsor Childline for One Unforgettable Day.

As well as targeting British businesses and FT readers through this new campaign, the charity hopes to inspire individual support from readers and companies who will go on to become partners of the NSPCC. 

Developed by NSPCC Senior Partnerships Manager Caron Stewart and made possible by the charity’s Childline fundraising board of volunteers, the campaign has been championed by Jon Slade, CCO of the Financial Times. He said:

“At the Financial Times, we know what an incredible role the NSPCC and its Childline service are playing as we battle through this pandemic. It has never been more important that young people have somewhere they can go to share their worries and concerns.

“I am delighted to be working with the NSPCC on the FT 100 Unforgettable Days Campaign. By partnering in this way, we hope to inspire British businesses and individuals alike to connect their support of Childline to a meaningful moment in their lives. We want to see lots of companies come on board and help us reach our £3m target.”

NSPCC Chief Executive Peter Wanless said:

“This partnership provides us with an invaluable opportunity to use the FT’s channels and trusted relationships with its readers to encourage the most influential people in business to sponsor Childline for One Unforgettable Day.

“This pandemic is the greatest challenge we’ve faced in decades. During lockdown Childline provided a vital lifeline for young people, supporting mental health issues and being there for children trapped at home in abusive environments. As the country looks to move from crisis to recovery, this campaign will offer the urgent support we need through times of great uncertainty, to be there for children who will need us more than ever.”

Dame Esther Rantzen, Founder and President of Childline said:

“What the FT is doing for Childline will transform our work. It will help us to protect many more young people from pain and precious young lives will be saved thanks to the money raised. For me, and for millions of children, the day Childline launched all those years ago, October 30th 1986, was unforgettable.

“Since then, the remarkable courage young people show every day, along with the generosity of our amazing volunteer counsellors and supporters constantly inspires us to try and meet each new challenge, especially now that the pandemic has affected everyone, and our children most of all. Because it will make such a crucial difference to desperate children’s lives, I do hope you will join this wonderful campaign.”

The ‘FT 100 Unforgettable Days Campaign’ launches on Tuesday 15 September.

Visit nspcc.org.uk/100days or call 020 3772 9615 for more information.

ENDS

For further information please contact: NSPCC media office on 020 3772 9722 or media@nspcc.org.uk

Notes to editors

About the NSPCC

The NSPCC is the leading children’s charity fighting to end child abuse in the UK and Channel Islands. Using voluntary donations, which make up around 90 per cent of our funding, we help children who’ve been abused to rebuild their lives, we protect children at risk, and we find the best ways of preventing child abuse from ever happening. So when a child needs a helping hand, we’ll be there. When parents are finding it tough, we’ll help. When laws need to change, or governments need to do more, we won’t give up until things improve.

Our Childline service provides a safe, confidential place for children with no one else to turn to, whatever their worry, whenever they need help. Our free NSPCC helpline provides adults with a place they can get advice and support, share their concerns about a child or get general information about child protection. Adults can contact the helpline 365 days a year.

About the FT

The Financial Times is one of the world’s leading business news organisations, recognised internationally for its authority, integrity and accuracy. The FT has a record paying readership of more than one million, three-quarters of which are digital subscriptions. It is part of Nikkei Inc., which provides a broad range of information, news and services for the global business community.