Advertising: ChildLine launches viral marketing promotion

Revolution reports that ChildLine has launched an urgent appeal to raise £1m as the charity faces vital cuts in its emergency helpline service unless more money is raised.

The campaign breaks as it emerged the children's charity may have to close its night service, which relies on paid staff rather than volunteers, to keep the daytime and evening services running.

The campaign is produced by Quiet Storm and filmed by their controversial creative duo Lee Ford and Dan Brooks, who were responsible for a speculative ad based on Volkswagen Polo's slogan "Small but tough" showing a suicide bomber. The duo maintained that the clip was a self-promotional work not intended for public viewing.