It’s Childline’s 40th. Let’s get 40 teams on the pitch
Forty years ago, a phone rang. Then another. Then 50,000 more. All on the same night. When Childline launched in 1986, a group of amazing volunteers valiantly answered a staggering 50,000 calls. The need was immediate, overwhelming, and undeniable.
Four decades on, and the service has evolved beyond anything Childline’s founder, Dame Esther Rantzen, could have ever imagined. Yet unfortunately, demand has never been greater.
That’s why this June, Ultimate Sports Day returns. Childline is calling on the UK’s advertising and media industry to mark the 40th anniversary of the service in the most fitting way possible.
The fundraising team wants to see 40 teams on the sports ground – one to represent every year of a service that has, quite literally, saved children’s lives.
We spoke to two industry leaders about why we should all get behind this event.
Childline matters more than ever
Suzy Ryder, CEO, OMD UK
When Childline launched, the public conversation around child welfare was quite different to what it is today. It was about the visible and the provable, and Childline proved revolutionary as it gave children the voice they’d never had. But the crises many children face today are often invisible; carried as much in the mind as they are physically.
As NSPCC Childline’s media agency, we hear the stats frequently. It might be surprising to some of you, but mental and emotional health is the top reason for young people to contact Childline, making up one in three of all counselling sessions.
A huge part of that shift is driven by our always-on, digital world. Consider that a third of eight to 17-year-olds have seen something worrying or nasty online. Then combine that with the fact that children aged eight to 14 in the UK spend an average of up to three hours a day on their devices – often late into the night –and it’s clear why this service is so vital. As one told Childline, “I doom scroll all the time, then feel so sluggish and worthless. I know it’s making my depression worse.”
Forty years ago, no one could have predicted that sentence. Today, Childline counsellors hear worries like this every day. The 40th anniversary isn’t just a milestone; it’s also a reminder of how much this service needs to grow to meet a demand that sadly shows no sign of slowing.
Childline has been championed by our industry
Karen Stacey, CEO, Digital Cinema Media
On average, a child contacts the Childline helpline every 45 seconds. Let that sink in for a moment. Then imagine what would happen if there was no one on the other end to answer. For me, it really is that simple: these volunteers save lives every day.
My mantra has always been that we must first ‘learn’, then we ‘earn’, and most importantly, we have a duty to ‘return’. Over the years, our industry has taken this charity to its heart and been simply brilliant at fundraising. For its 40th year, Childline really needs us to come together like never before.
The Ultimate Sports Day is a really great way to do this. It’s fun, it gathers like-minded people together, and you don’t have to be particularly sporty — there are both mental and physical challenges, so the levels of competitiveness are down to you.
Winning is always fun, but ultimately, by taking part, your team is making a huge difference to a child’s story. And really, that’s everything.
Be part of the 40
Last year, the media and advertising industry came together at Ultimate Sports Day and raised £185,000, which could help answer over 46,000 calls for help to Childline
With a donation of £4, you could help answer a child’s call for help to Childline. Every team that enters translates directly into children heard and helped.
Whether you’re an agency, a media owner or a brand-side team, we would love to see you on the field. Secure your team’s place here or simply reach out to Suzy or Karen for more information.
Forty teams for forty years. Let’s make every one count.
Ultimate Sports Day in aid of Childline returns to Regent’s University, London, on Friday 12 June 2026.