Helping kids rise and shine

All children should come to the breakfast table well rested and looking happily to the day ahead.

Cheerios Childline Breakfast

Childline had 420,000 contacts from children last year. That's 1,150 children a day. Well not exactly, because many of those calls come during the night, when we would all hope our children are sound asleep in bed. And that's where, for Childline, the issue lies. Because, sadly, Ireland's only 24-hour listening service for children can't answer all of the thousands of calls it receives, and night time is when the service is most stretched.

That was the focus of this year's campaign to drive donations and raise critical funding for Childline by encouraging people to hold their own Cheerios Childline Breakfast. The work we did at McCannBlue engaged parents at as many touchpoints as possible, from morning time radio to posters in crèche, from supermarket point of sale to social channels.

Have a look at the work below, and you can listen to our radio ad too.