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How NSPCC engaged social networkers through fashion campaign

How NSPCC engaged social networkers through fashion campaign


Stardoll, a virtual entertainment destination celebrating fame, fashion and friends for young people worldwide was asked to create an engaging campaign to complement a new online initiative for NSPCC’s ChildLine  'how u feelin? site.

ChildLine wanted to align their organisation with an online destination that would extend their reach to young people after a recent poll uncovered one on three UK children describe feeling some emotional distress most of the time. Stardoll reaches more than 3 million young people in the UK.


ChildLine had carried out an online poll to thousands of young people asking them about how they are feeling. Of the 11-16 year olds, 32 percent said they felt sad, depressed, lonely, worried, stressed, scared or angry most of the time.

This increase to almost half of girls aged 14-16 (49%). Only one in five said they mostly felt secure. In October NSPCC launched a new How u feelin” drive to reach out to more children online. The site offers children an online place to play, explore, and talk about their problems in a creative environment.

Building upon that, Stardoll provided a place for ChildLine to fully integrate their campaign into the suites and in other areas of the site where the users could interact easily and comfortable through engaging activities that came natural to them in the Stardoll ecosystem.


The campaign ran in November and December with the launch coinciding with National Beat Bullying week (Beat Bullying Organisation). During that week, Stardoll delivered a virtual green telephone to each user. The green telephone, a heritage icon of NSPCC’s ChildLine was placed into 3.3 million UK user’s suites.

The ringing telephone, when each user clicks on it, linked them to the Childline hub, where they see information on ChildLine. The next phase was centered around a new Moodi Wear Label competition that encouraged users to respond to a weekly brief by creating a design based on an emotion. (e.g week 1 happy, wk 2, sad etc for a total of 7 weeks).

The ChildLine hub site offers children tools to express their feelings through poems, pictures, and emotion-type ‘moodies’ to keep track of their moods.

Children can also confidentially contact ChildLine qualified counsellors through phone, online chat, email and text. Recent Childline 'how u feelin?' poll revealed a sharp rise in stress levels for children in their mid teens.

The number of children saying they felt stressed most of the time was more than double between two age groups, from 12% of 11-13 year olds to 27% of 14-16 year olds.


During the month of December, Stardoll members were given the opportunity to submit an original design by taking their mood of the day and converting it into fashion.

There were 76,000 total submissions with over 250,000 members voting on the 7-21 winning designs to be selected and displayed in a new StarPlaza store (virtual retail area of the site).

Over the course of the campaign running in November and December more than 240,000 teens submitted their emotion of the day to the “How r u Feelin’ mood bar in their suite.

From February 2010 Stardoll members will also be able to look back over the month of January and see how many days they were happy, sad, angry, etc. If they report how they feel for more than 50% of the month they will qualify for a Limited Edition gift.

The winning Moodi Wear Label designers’ collections are available in the StarPlaza today in the new Moodi Store. The winning girls will be spending an afternoon with the designer who selected their designs and participate in activities around London Fashion Week.

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