Bullying can have a devastating effect on young people. Kidscape’s vision is for all children to grow up in a world free from bullying. It provides children, families, carers and professionals with advice, training and practical tools to prevent bullying and help those affected reach their potential.

Kidscape asked us to help raise awareness of their Friendship Friday campaign, which celebrates the importance of friends and asks everyone to extend the hand of friendship to new people, while raising funds for the charity’s work.

We developed a social media campaign to encourage Kidscape’s supporters and the wider parent population to celebrate their friendships, and those of their children, by holding playdates on Friendship Friday, taking a selfie of themselves wearing yellow (the colour of friendship) and posting positive messages about their friends. We also encouraged schools to hold events and ask children to come to school wearing yellow and make a donation to Kidscape.

We targeted regional newspapers by inviting them to events taking place in schools and through issuing regional letters to editors, resulting in 70 pieces of coverage. We also maximised reactive opportunities by placing a letter to the editor from CEO Lauren Seager-Smith in The Guardian.

Celebrities including Strictly Come Dancing and Britain’s Got Talent duo AJ Pritchard and Chloe Hewitt, actress Jill Halfpenny and 60s icon Twiggy got involved and tweeted their support .

A total of almost £7,000 has been raised so far (50% growth on 2016) and 1255 fundraising packs were downloaded from the website, which is a 306% increase on last year.