Marketing communications agency KLP has been appointed by anti-bullying charity Beatbullying to devise and implement strategic communications to raise awareness and drive traffic to the cybermentors.org.uk online peer-to-peer mentoring service.

Cybermentors, approved by the Child Exploitation & Online Protection service, was launched in March 2009 by Prime Minister Gordon Brown. It provides victims of any form of bullying with a safe and anonymous online environment to share their problems and gain advice from other specially trained young people.

Karen Delaine-Smith, associate director of KLP, says: “Bullying is a huge social issue and one that everyone can relate to. If we can help point children to a place where they can share and learn how to overcome their fears, as an agency it’ll be a very fulfilling and rich piece of work to be involved with.”

KLP’s brief is unrestricted. The first phase of activity complements the recently launched campaign ‘Speak out Now’ by M&C Saatchi and goes live this week. The campaign appears on donated poster sites in the changing rooms of the UK’s largest sports retailer; JD Sports.