Second Opinion: Brendan Paddy

Brendan Paddy, head of media at ChildLine NCH is an expert on the problems of mobile phone and online bullying.

'Putting U in the Picture' used tried and tested methods to successfully get the charity's message across to teachers, policy makers and youth.

The website,, offers helpful advice to young people in an approachable way, and schools will undoubtedly have appreciated the information packs they have received.

The impressive media coverage would have contributed to all of NCH's objectives, not least bolstering the charity's position as an authority and important action group in this area.

My charity ChildLine's work in schools and with children suggests that awareness and understanding of the mobile bullying problem is increasing. NCH can reasonably claim a share of credit for this. But, while one of the stated objectives was to influence the mobile phone industry, there is no evidence of impact here.  A more sustained and consumer-oriented campaign, however, might help achieve the necessary changes to policy and practice in the industry.

One should also note that parents' lack of awareness of the problem is neither shocking nor necessarily in contrast with teachers' high awareness.

Overall, the positive and real impact of the NCH campaign seems to have been incremental rather than a step-change.

Creativity 3
Delivery 4
Score 7 out of 10

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