NSPCC ad aims to ease exam stress

The NSPCC has launched a viral ad that aims to help ease the stress of exams. The 100-second viral, for the NSPCC's confidential helpline ChildLine, features a class of students performing a synchronised dance while sitting an exam. Featuring students from schools all over London, the viral ends with the strapline "Exams don't have to be stressful" and a reference to typing the words "beat exam stress" into a search engine alongside the ChildLine logo. The campaign, which was produced by ad agency 3 Angry Men and is being seeded by PR firm Hot Cherry, also includes a series of revision tips on how to beat stress . "Exams are important but our research shows that the top issue affecting young people is worries about exams or school work," said ChildLine's head of brand marketing, Ian MacArthur. "We love the idea that young people will watch the video and share it so that if they feel stressed when walking into an exam, it might spring to mind and help them get a sense of perspective that helps them through the experience." MacArthur said that it is important that the NSPCC, which has a tradition of running more hard-hitting advertising, can show that it can produce content that is "entertaining as well as useful". "It helps show that ChildLine is there for young people to turn to, whatever their worry," he added. The music in the clip is Get the Drive by Heartbreak . • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".