Since 2002, Nestlé Cereals have partnered with ISPCC Childline, Ireland's only 24-hour listening service which seeks to support, protect and empower children and young people in Ireland. Childline receives an incredible 1,000+ calls a day from children but sadly, due to lack of funding, 1 in every 3 calls goes unanswered.
The Cheerios Childline Breakfast Week was established in 2008 to further drive this vital service.
In 2016, McCannBlue rebranded the Cheerios Childline partnership. We redesigned all campaign elements, right through to the registration pack. The colourful creative was, once again, rolled out this year to drive people and businesses to register and host their own breakfast, or donate to Childline.
Corporate audiences are a huge driver for donations on Breakfast Week, so getting companies like ourselves involved is paramount to the appeal. We are encouraging other Irish agency peeps, partners and clients alike to please donate 4 EUR to Childline by Texting RISE to 50300.