The campaign overview
The ‘Am I Listening?’ campaign kicked off on October 31st, 2002, with the unveiling of a new strategic partnership between BT and ChildLine, and the launch of the BT fundraising appeal for ChildLine.
Our long-term commitment is to give young people across the UK a voice, and to ensure that they are being actively listened to. Why? Our independent research reveals that only 47 percent of children and young people believe that adults listen to them and act upon what they hear.
Figures from ChildLine, the UK's free 24-hour helpline for children in danger or distress, show that every day ChildLine answers calls from around 2,300 children. However, the enormous demand for the service means that thousands of other young people struggle to get through and often have to dial several times before receiving the counselling, comfort and advice that ChildLine can provide.
So while it's time to listen to all young people, we're starting where the need is greatest. ‘Am I Listening?’ is our biggest ever fundraising drive. We have already raised over £4 million and won numerous awards for our campaign. We've had amazing support from employees, customers and partners and we want to build on this success to help ChildLine listen to many more children and young people.