Web traffic for the Cimex content-managed government portal need2know has soared by over 1,000 per cent following the launch of the national Beat Bullying campaign.
Since the launch of the portal’s new microsite (www.need2know.co.uk/beatbullying), the editorial team behind the site has been inundated with hundreds of emails from young people praising the site and the campaign.
Examples from the 700 plus feedback emails editors received included:
“Excellent site, keep up the hard work guys...you’re helping thousands and I’m sure they appreciate it.” Jonathan, age 17.
“I think that this idea is fantastic as it really involves young people.” Elizabeth, age 19
”I think what Rio and all the different celebrities are doing is really promoting bullying and it will help people to come forward and address the problem.” Michael, age 13
”I think this site is good for kids that get bullied.” Tony, age 14
The Cimex-built and maintained youth portal need2know.co.uk was chosen by the DfES to support the new national anti-bullying campaign. Their experience with the youth audience meant the agency was entrusted with developing all content, build and design for the new web site, which supports a new TV ad campaign featuring pop stars like Scissor Sisters and the Sugababes, along with sporting heroes like Rio Ferdinand and Kelly Holmes.
The campaign is spearheaded by BBC’s Radio 1 and supported by the Department for Education and Skills and the Anti-Bullying Alliance, which includes respected organisations such as the NSPCC, ChildLine and the National Children’s Bureau.
Need2know.co.uk’s project manager at the Department for Education and Skills said of the site’s launch, “Although the timescales were exceedingly tight, Cimex’s 'can-do' attitude once again bowled me over. Not only did their team meet this deadline, but as always, they produced a product of the highest quality. The content is excellent and has been well received by the various stakeholders.”
The new microsite is supported with interactive rich media case studies which allow visitors to ‘interview’ young people who have been bullied or who have bullied themselves.
In addition to the microsite, Cimex also developed a new bullying section for the need2know portal’s existing Relationship’s section. Again, this was produced using new content researched and written by Cimex’s editorial team.
The campaign also took over the need2know portal’s home page to ensure the campaign received the maximum level of coverage on the site.
Upon the site’s launch in November, the campaign delivered huge volumes of traffic to the need2know portal and increased awareness of the youth brand.
For press information contact Juliet Bernard at bluebear. Juliet@bluebear.co.uk
Notes to Editors
Beat Bullying website: www.need2know.co.uk/beatbullying
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