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MySpace will create a unique platform to host the interactive voting element of the series. вЂњWe want all young people to know that ChildLine can offer them free, confidential support at any time of day or night вЂ“ ChildLine is here to help, whatever the dilemmaвЂќ.ДЄn extensive MySpace partnership is based on streamed, weekly global broadcasting and exclusive content. It helps us let young people know there is someone for them to turn to, which is crucial in helping keep children safe and a key part of the NSPCCвЂ™s missionвЂќ. вЂњWorking with Dubplate Drama gives us a unique opportunity to reach out to an older, teen audience in a credible way. But making sure that all young people know they can turn to ChildLine for support is a huge challengeвЂќ. NSPCC deputy director of communications Keith Bradbrook said: вЂњChildLine hears from children faced with dilemmas on a daily basis. Special attention to inner city areas will be a priority in order to communicate with the more hard to reach, at risk youth вЂ“ a critical target audience for ChildLine.

Special attention to inner city areas will be a priority in order to communicate with the more hard-to-reach, urban teenagers вЂ“ an important target audience for ChildLine. The campaign will include posters, flyers, online partnerships, online banner advertising and print media. Youth marketing agency group Livity has secured all partnerships involved in the series and has created a packed marketing strategy that it will execute closer to airing.

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Content will not have DRM software allowing young people will be able to forward clips to friends free of charge, creating a viral effect. All mobile interaction with the show will be followed up by a bounce back text with of the ChildLineвЂ™s number, crucially and strategically getting gthe ChildLine number on to young peopleвЂ™s mobiles. Free exclusive content shot by a dedicated mobile production team will be made available across all networks from the Dubplate mobile internet site.

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It will have dominant visibility across all other channels including MySpace, RWD (short for rewind) and the Dubplate Drama mobile portal.Дubplate Drama will encourage young people to debate and vote on issues they usually often avoid and at the same time raise awareness of the ChildLineвЂ™s number 0800 1111 via all online and offline marketing communications to be deployed in relevant environments.

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Storylines across the series will broach sensitive issues such as bullying, drugs, depression, families, homelessness and pregnancy вЂ“ problems ChildLineвЂ™s volunteers respond to on a daily basis.Д¬hildLineвЂ™s partnership with the series includes all TV bumpers, online bumpers and all below the line promotions. It has been in discussions with the series since day one of the script development process. The partnership is part of ChildLineвЂ™s repositioning strategy to target an older, hard to reach teenage audience. The charity has been consulted on the script development and storylines across the series will broach sensitive issues such as bullying, drugs, depression, families, homelessness and pregnancy вЂ“ problems children talk to ChildLine about on a daily basis. The series, which is sponsored by ChildLine, invites viewers to vote on how its plot unfolds via a cliffhanger multiple-choice dilemma at the end of every episode has signed an exclusive marketing and branded content partnership with the ChildLine (a service provided by the NSPCC), a free helpline for children and young people in the UK.Дubplate Drama has signed into an exclusive partnership with the NSPCC to promote ChildLine, its free 24-hour helpline for children and young people.

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The worldвЂ™s first viewer led interactive multi platform television show which premiered in 2005 on Sony PlaystationвЂ™s PSP will be shown on Channel 4, E4, 4 On Demand, MTV UK One, MTV Base, MySpace and all mobile networks from Thursday September 20th. Urban music drama series, Dubplate Drama, has been re commissioned by Channel 4 and MTV to produce 12 half hour episodes for an autumn 2007 airing.

Adam Deacon, Blanche Williams, channel 4, ChildLine, DJ Tim Westwood, Dubplate Drama, J2K, Jammer, jme, Justin Stennet, Keith Bradbrook, Livity, Louis Figgis, Luke Hyams, Michelle Clothier, mtv, n.dubz, Noel Clarke, nspcc, rodney p, Roger Griffiths, Sam Conniff, Sean Brosnan, Shystie

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