Every day around 4,500 children call ChildLine. The service has helped nearly two million children in the last 20 years. When the NSPCC took over ChildLine in 2006 HPI worked alongside them in developing NSPCC's children's facing brand.

HPI developed a multi-stage, qualitative and quantitative research programme to inform the continuous decision making processes at NSPCC. The programme had to be sufficiently flexible and adaptive to respond to findings from each stage. It highlighted the immensely positive presence of ChildLine among children and young people and recommended nurturing this within its integration with NSPCC. Among research key outputs were a new visual identity; communication campaign and a strategic plan for the evolution of ChildLine.

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