CHILDLINE today launched a major campaign to help thousands of younger children who are "silent victims" of bullying and abuse.

New research shows that more than half of children under the age of 11 are unaware that ChildLine exists.

Now the charity is joining forces with Kellogg's to prevent them missing out on vital help.

Over the next 12 months a whole range of Kellogg's breakfast cereals will champion ChildLine's new Helping Kids Grow campaign.

Some 22.6 million packs will contain a free CD featuring top pop artists, including Five, Westlife, Girl Thing and Heather Small.

Packs will also feature ChildLine information for children and parents and cartoon strips of the "George Street" kids, who tackle a raft of problems.

The charity's chairman is TV celebrity Esther Rantzen, who lives in Bramshaw in the New Forest.

She said: "Helping Kids Grow is the biggest single campaign ChildLine has ever been able to undertake.

"It will enable us to reach most primary school-age children - over the breakfast table or at school - with the message that ChildLine is here should they need us."

Calls from primary school-age children already make up 22 per cent of pleas for help received by the charity.

But staff fear many youngsters are still suffering in silence - unaware of the service provided by ChildLine.

Valerie Howarth, the charity's chief executive, said: "Every year the number of younger children we are able to help increases.

"But new research proves that these calls are just the tip of the iceberg."

Mrs Howarth said many children who rang the charity claimed that a ChildLine counsellor was the first person they had told about their troubles.

She added: "Some may have stayed silent long before finally plucking up the courage to call.

"It's vital that children in this position know about ChildLine and realise that if they call they'll get the help they so desperately need."

"That's why the Helping Kids Grow campaign is so important.

"It will reach out to younger children with messages to enable them to help themselves, or ask for help from those around them.

"But for some children, particularly those in danger or deep distress, or who are being abused, this is simply not an option.

"It's vital that the campaign reaches these youngsters with the message that ChildLine is there for them."

Children wishing to contact ChildLine should ring 0800 1111.

Converted for the new archive on 25 January 2001. Some images and formatting may have been lost in the conversion.