Treeline developed the BBC Blue Peter Appeal of 2005 on behalf of ChildLine.
The aim of the campaign was to raise funds to support ChildLine’s call centres that were, at the time, severely undermanned with callers often waiting a long times to be answered. The “Treasure Trail Appeal” encouraged donors to hunt out old mobile phones and coins – hidden treasure – that lurked at the back of drawers and behind the settee cushions in most homes. They would then phone these donations in to ChildLine who would arrange for couriers to collect them.
Treeline quickly realised that, not only would ChildLine be overwhelmed with calls to the very call centres that were under-manned, but they would also have a massive administrative burden as they managed the liaisons with couriers and donors.
So in addition to developing a site, brand and interactive characters and games we also built an online donor platform linked directly to the appeal’s two courier partners. This meant that ChildLine’s call centre staff could focus on taking calls from children in need and the website could manage the whole donations process.
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