Created as one of the platforms for young people to express their true feelings and to make them aware of the new ways to contact ChildLine, the remixer is an essential element of the five month ‘how u feelin?’ campaign.  With a strong interactive element, the competition also offers young people the chance to show how web and tech savvy they are, by using the sounds and footage from the TVC to come up with their own edit. 

Paul Silburn, Creative Partner at Saatchi & Saatchi London said: “Allowing children to remix their own version of the ad really puts them at the heart of this campaign.  The new ad is made for and created by young people, so should now really capture their imagination.”

NSPCC’s Creative Director and Head of Brand Marketing, Ian MacArthur said: "ChildLine puts control firmly in children and young people’s hands - this part of the campaign reinforces that message by letting a member of our audience broadcast back to their peers about how they are feeling."

The original ad, created by Saatchi & Saatchi, aired for the first time on 18^th January, 2010.  Directed by Dennis Liu, who featured in the Saatchi & Saatchi New Directors’ Showcase at the 2009 Cannes Lions International Advertising Festival, the TV commercial features children’s responses to the question ‘how u feelin?’ and was remixed by Paul Hartnoll.

Director Dennis Liu said:  “The whole mash-up idea, came from the YouTube generation.  Kids are just taking content and mashing it up, everywhere.  It’s amazing.  We’re trying to bring that web culture to the mainstream – on television.”

ChildLine services are accessible by phone and online.  www.childline.org.uk.