The agency, called Idea, will open its virtual doors on 8 December, giving children and youth the opportunity to respond to 125 briefs in a six-month period. The briefs include designing adverts, planning events or voting for their favourite celebrities, with the first brief asking children to create a motto for the virtual agency.
It is hoped that by allowing children to interact with the brand, when issues face them in their lives they will have an immediate port-of-call.
The NSPCC is working with digital agency iCrossing to monitor the effectiveness of the campaign on social networking sites and other online media.
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