Childline gives a rainbow to children in South Africa
JOBURG – There is nothing like colour to brighten up the world and local organisations have banded to make this a reality.
Childline and creative agency Net#work BBDO have launched an initiative, Smile a Rainbow.
Childline Gauteng serves vulnerable children and families 24/7 and 365 days a year through their helpline.
According to Childline Gauteng director Lynne Cawood, callers have demonstrated increased anxiety and stress during the Covid-19 pandemic, with 95 618 people engaged since the lockdown started, 35 373 of those calls were Covid-19 related.
She added that concerns raised through the helpline have included children playing and going to school without masks, economic stress and the abuse of women and children.
The Smile a Rainbow initiative aims to inject some positivity into the children of South Africa, bringing a glimmer of hope and providing protection at a time where there are fears of a second wave of infections. The chief creative officer at Net#work BBDO, Roanna Williams said, “The idea was created off an observation during the early stages of the lockdown where many kids around the world drew rainbows and displayed them on their windows, house walls and in their communities.
“This was an expression of hope that we will get through Covid-19. Sadly, not all children felt hopeful as they were not only trying to cope with the pandemic but also with their challenging socio-economic and abusive circumstances in their homes.”
Williams had the idea of taking those rainbows and turning them upside down, creating a rainbow-coloured smile that would brighten up their faces. These masks are being distributed to schools nationwide to spread this message of hope through a partnership with a telecommunications network provider.
Managing director at Net#work BBDO, Leo Manne said the agency and Childline have had a long-standing partnership. He added, “Net#work BBDO has always believed in using the power of creativity and partnerships to make a positive difference in the world. We are delighted to have had the honour to work with Childline and MTN to add colour to the smiles of the children of Mzansi while protecting them against the spread of the virus.”
In partnership with MTN, Childline has to date managed to produce and distribute 20 000 Smile a Rainbow masks nationwide, bringing hope not only to the 20 000 that wear these masks but also those who see the smile on the children’s faces.
The Childline masks are branded with the Childline 24/7 toll-free number 080 005 5555 which will now function concurrently with the 116 number awarded to Childline.
“We want to drive awareness of the crucial services that Childline provides, and we want to do so directly with the children themselves. We also want children to know that help is only a phone call away. So, while the masks will protect them from the Covid-19 virus, they are also the constant access point for more help via our support line,” concluded Cawood.
Details: Childline 080 005 5555 or 116.
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