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LifeLine/Childline Western Cape has forged a
unique partnership with the local tabloid newspaper,
the Daily Voice. Here is what that partnership
means, in the words of editor, Karl Brophy:
As a publication that has its core market in
some of the most deprived communities of the Western
Cape the Daily Voice is exceptionally aware of
the absolutely crucial work carried out by LifeLine/Childline
Western Cape.
It is a sad fact that people, and particularly
women and children, in impoverished circumstances
are more at risk of abuse and more prone to depression
and other associated ailments.
These people are also far more likely to be unaware
that they can seek counselling from organisations
like LifeLine and Childline. Our reporters, when
out on stories, are now briefed to make victims
of abuse aware of the existence of the LifeLine/Childline
counselling centres as well as the telephone counselling
services.
We recently donated a large number of booked
billboards in strategic locations around Cape
Town to LifeLine/Childline Western Cape in an
effort to raise the profile of the counselling
services further and we make a concerted effort
to include the counselling number on relevant
stories and to quote Childline experts on issues
related to the abuse or neglect of children.
We are also exceptionally grateful to LifeLine/Childline
for being a huge assistance to us in our setting
up of a compulsory supervision and counselling
programme for our staff who are, on a daily basis,
exposed to exceptionally traumatic circumstances.
The Daily Voice is the first newspaper in South
Africa and, I believe, one of the only titles
in the world, if not the only title, to introduce
compulsory trauma and counselling for all its
staff. We now feel that as a working group of
journalists we are far better able to expose many
of the horrible crimes being committed against
the people in our target market while not actually
adding to the trauma they have endured. |
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| We called upon the creative expertise of our advertising
agency, Joe Public Advertising, to come up with
a creative approach to the generous donation of
booked billboards that The Daily Voice. The work
that resulted is visible above, and the billboards
were up in Guguletu, Khayelitsha, Bishop Lavis,
Bellville, Kuils River, Parow, Claremont, Retreat,
Athlone, Goodwood and Mitchell’s Plain. Here is
the creative rationale and thinking behind the work:
Agency was tasked with the job of creating billboards
that clearly define who and what LifeLine/Childline
is all about, we took the opportunity of exploring
the most creative and effective communication
possible.
As we know, LifeLine is a service that offers
counselling on many different subjects and matters.
Whether it is Aids, drug addiction or feelings
of insecurity and loneliness, LifeLine is a phone
call away. Which is why, we felt it necessary
in the creative communication to highlight the
fact that “Whatever it is, Lifeline is there to
listen” - it’s an opportunity to talk about your
problems irrespective of what they are, and not
to bottle them up inside.
The creative looks at the feelings of a child
(Childline) and an older male (Lifeline). Some
executions highlight the emotions of the child
or man, and other executions highlight subjects
and topics.
All in all, the communication is understandable
and effective in the way that it simply shows
and tells exactly what Lifeline is all about.
I also asked Joe Public what it means to them
to have a pro bono client, such as LifeLine/Childline
Western Cape. Here is their response:
Advertising is a very commercial cut throat business.
It’s all about growing market share and meeting
sales objectives. So it is great to also be given
an opportunity to work on a Client that makes
a meaningful difference to people’s lives. It
always gives us a great sense of pride and joy
to assist Lifeline in communicating with their
market and in that way play a role in making a
meaningful difference to society.
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| LifeLine/Childline
Western Cape was established in Cape Town in 1968
and has, since then, been providing ongoing telephone
counselling, offering immediacy and an intimate
means of communication to those needing to talk.
The need for an organisation committed to the prevention
of child abuse became increasingly apparent and
in 1995 Childline became a division of LifeLine
Western Cape. On average, the crisis lines receive
around 4,500 calls per month.
With offices in Cape Town, Wynberg, Khayelitsha,
Guguletu, Bishop Lavis, Mitchell’s Plain and now
in Athlone, LifeLine/Childline Western Cape has
grown considerably and now employs 113 members
of staff. The majority of the organisation's staff
members work in the area of HIV/AIDS counselling
in the clinics and day hospitals around the greater
Cape Town area.
Cape Town office:
021 461 1113
Bishop Lavis office:
021 934 3027
Guguletu office: 021 633 6191
Khayelitsha office:
021 361 9197
Mitchell’s Plain office: 021 372 5591
Wynberg (Childline) office:
021 762 8198
Athlone (youth development)
office: 021 638 0913
If you need to talk, for whatever reason, we’re
here. Call 021 461 1111 or 0861 322 322 (LifeLine)
or 021 461 1114 or 08000 55 555 (Childline) at
any time of day or night, for anonymous, confidential
counselling.
LifeLine/Childline Western Cape
56 Roeland Street, Cape Town 8001
Tel: +27 21 461 1113
Fax: +27 21 461 6400
Email: info@lifelinewc.org.za
Website: www.lifelinewc.org.za
002-837 NPO
Section 18A/PBO Status : 18/11/13/1085 |
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