Habbo Hotel & NSPCC charity campaign collaboration chosen as the ‘Best Use of Social Media’ at the NMA Awards
The NSPCC provides a manned phone line called Childline for youngsters to call when they want to speak to someone. The charity’s biggest challenge is getting its message across to teenagers, and this campaign looked to address that. Habbo worked with the charity to develop a series of programmes that connected with and involved the young audience.
Working together, Habbo & the NSPCC developed the world’s first virtual design agency – The Idea Agency. Through this agency, the teenagers themselves developed the promotional materials to connect with their peers; rather than have adults try to develop something that may or may not connect. Each month a member of the Habbo community was recruited to run the virtual business and answer various design briefs to great success.
The campaign resulted in record numbers of group membership and hundreds of thousands of visitors to the virtual agency. The group’s guest book received over 2,000 comments and there were over 1,000 discussion threads on the design topics. Most importantly, as a result of the activity, a five year decline in the call rate to Childline was reversed.
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