Best Writing at the DMAs: Leo Burnett and the NSPCC

In this series we examine the winning work from the 2015 DMA Awards Best Writing category. Peek at the brilliance behind a Gold win for Leo Burnett and their client, the NSPCC.

How to evoke responses and entertain – all whilst dealing with serious subject matter?

This is the battle Leo Burnett fought for their client, the NSPCC, with their Share Aware campaign.

Light touch but a crucial message

With every passing day the younger generation leap online earlier and become tech-literate faster.

Alongside the great benefits of the rolling digital revolution, there are darker corners. The NSPCC wanted to ensure that parents and their kids felt safe navigating the web, and so with Leo Burnett at their sides, they set out to educate them.

Writing for impact

The Share Aware execution focused on two videos. The writing challenge was to bring drama to the dangers of the internet – but not to frighten people off completely. This required a crucial balance.

Additionally, there was a huge cross-generational audience disparity to reach across. The ads had to be digested not only by children but also the adults watching. The writing had to meet a creative execution that pushed adults to pursue NSPCC resources on keeping children safe online.

A versatile approach

The copywriting challenge also extended to social media. The use of powerful and direct language in tweets and a popular hashtag captured attention and engaged the audience across social networks. Being brave rather than formulaic in tweet copy can be a risk, especially when the subject matter is so sensitive and the Twitter audience so difficult (impossible?) to read. The steps taken by Leo Burnett, however, were more than justified.

Read more about the Share Aware campaign and get closer look at the strategic delivery and the results driven by the writing behind this Leo Burnett / NSPCC match-up.