THOUSANDS of children are suffering in silence - unaware that help could be just a phone call away.
Half the children under 11 are unaware of the charity helpline ChildLine, according to new research. When the helpline was started in 1986 by Esther Rantzen its work and number, 08001111, were widely known; but organisers fear an emerging generation is unaware of the charity's work.
Research commissioned by the charity showed that only 48 per cent of youngsters under 11 are aware of ChildLine compared to 90 per cent of 11 to 15-year-olds.
Now help may be at hand over the breakfast table after ChildLine teamed up with cereal giant Kelloggs to get their message across. Special packs of kiddies favourites will carry cartoon information about ChildLine in a bid to raise awareness.
The Helping Kids Grow campaign will also feature a free CD promotion featuring pop stars Westlife, Five, Girl Thing and Heather Small, from Manchester band M People. William Kidd, director of Manchester-based ChildLine North West, said: "This is a really exciting campaign.
"The helpline was launched 14 years ago with a massive amount of publicity. Since then our resources have been spent on dealing with the calls and we have not had the money to spend on advertising so perhaps this next generation of children is unaware of ChildLine. With the help of Kelloggs we hope to change that."
Heather Small said: "Being a mum myself, I know how important it is that children feel they can talk about their problems to people who care about them."
- Next Saturday ChildLine's third Manchester Ball is being held at Mere Gold and Country Club in Cheshire. Tickets can be booked by calling 0161 834 9945.