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The 60-second spot features various phone conversations between children and ChildLine counsellors. At first it appears that a little girl is hiding while talking to a female counsellor to camera, but it's only later when the camera pulls away that you realise she is in fact timidly crouching under the counsellor's desk. As the camera pans around you see various children all standing by counsellors. Finally we see an unmanned desk with a phone ringing. When it stops we see that a dead child is laying behind the desk.