2015 Silver Best Digital Performance

Leo Burnett London

NSPCC

NSPCC Flaw in the Law

The Team

Beri Cheetham Alison Steven LIam Bushby Allison Ball Ryan Dilley Sarah-Jayne Ljungstorm Danielle Locke Kit Altin Laura Wilkin Franes Gibbs

Campaign Overview

NSPCC set out to change UK legislation that left children at risk of online sexual abuse and grooming. But the Government had publically stated that existing legislation was sufficient and change was not required. This campaign had to change Parliament’s position and change the law, but with a budget of just £42,000.

Strategy

To change the Government’s stance, NSPCC had to create a groundswell of public, media and political support to force it to review its position. To raise this support, the campaign needed to appeal to four distinct audiences. Government ministers would be crucial to achieve legislative change. Opposition and backbench parliamentarians would be able to exert parliamentary pressure. Mass public support was key to demanding change. And the media were needed to amplify the issue to a national level. The campaign rallying cry and tone had to be positive and nonpartisan to involve all factions in parliament, with the issue positioned as a simple case of legislation not keeping up with technology and packaged as an easy win for politicians.

Creativity

Flaw in the Law became a rallying cry, initiated with an engaging film to simplify a complex issue. The film contrasted this serious gap in the law with some less useful existing laws, such as it being illegal to handle a salmon in suspicious circumstances, wear a suit of armour in parliament or carry a plank of wood in the street. This positive, quirky tone cut through the multiple petitions people receive and stated the urgent need for change without demonising the internet. Viewers were asked to sign an online petition and the hashtag #flawedlaw facilitated peer-topeer support. The path from film to signature was short and each signature triggered a letter to the appropriate Ministers to demand change. The campaign was promoted on social media, including YouTube, Facebook and Twitter, and to NSPCC supporters by email.

Results

The Flaw in the Law campaign mobilised an online army to successfully change UK legislation and make the online world safer for children. In just four weeks the campaign delivered over 50,000 petition signatures and letters. In turn, the Government committed to introducing a new criminal offence of sexual communication with a child, achieving the campaign’s objective. Significant earned media coverage increased campaign reach and scale. The volume of signatures triggered parliamentary engagement, allowing the NSPCC to work with opposition and backbench peers to push an amendment to the Serious Crime Bill. More than 55 MPs showed support by appearing with a campaign banner at an NSPCC photo call, while many supported the campaign by tabling Parliamentary questions and speaking in debates.