2016 Silver Best writing

Agency Leo Burnett

Client NSPCC

Campaign summary

Abuse robs children of their dreams – like going to the moon. But it doesn’t have to.

Campaign overview

Support for the NSPCC was in decline. Where other charities were gaining supporters, the NSPCC was losing them.

To reverse the tide of support the campaign needed to convince audiences that child abuse isn’t an insurmountable evil, and that with their support, the NSPCC can stop child abuse.

Strategy

Research showed that graphic, gutwrenching child abuse stories delivered a good short-term response. But in the long term this dented the audience’s confidence in the effectiveness of the charity and its belief that abuse could be stopped.

People give their support when they feel their contribution can make a difference. No one wants to throw their money into a black hole, no matter how worthy the cause. The relentless, graphic media coverage of child abuse cases over the past few years has made child abuse feel like an insurmountable evil, and left people feeling hopeless.

The dark tone and of the old NSPCC advertising was contributing to this and it was seen as cold, out-of-touch and ineffective.

To overcome this fatalism and transform the NSPCC into a warm, dynamic, effective organisation, a new strapline was required:

Every childhood is worth fighting for. Donations would buy childhood as it should be.

Creativity

There was a need to convey urgency as well as optimism.

The campaign juxtaposed an uplifting visual story with a hard-hitting narrative and, essentially, a positive ending.

The film was about Alfie, a six year old, who’s in training for his first mission to the moon. As a child you feel that nothing’s impossible. But abused children don’t believe in their potential because they’re painfully aware of their powerlessness.

Abuse robs children of their dreams.

But it doesn’t have to.

A donation to the NSPCC can free a child from abuse, restoring their self-belief. Alfie’s story packs an emotional punch and shows viewers their help is needed. His heartrending narrative contrasts with dreamy visuals showing the imagination of a child. Alfie is not left in danger. His story reveals how the NSPCC helped him, restoring hope.

Results

There were positive shifts across all attitude statements, including ‘NSPCC makes a difference’ (+14%); ‘NSPCC helps children to have safer childhoods’ (+9%); ‘I can personally make a difference in preventing child abuse’ (+7%) and ‘child abuse CAN be prevented’ (+14%).

Brand associations improved: people more likely to agree the NSPCC is effective (+9%), inspirational (+7%), genuine (+11%) and trustworthy (+12%). Claimed support (those who ‘have supported in past 6 weeks’) rose from 24% to 32%.

Fundraising donations were up 26% year on year, giving a 19% reduction in CPA. An ‘Alfie’ fundraising door drop beat the control pack for the first time in 10 years.

The NSPCC moved up one place to 9th in the Charity Brand Index following the campaign, and the work was credited with helping to secure a £1.3 million corporate sponsorship from Credit Suisse, and has opened up conversations with other potential corporate partners.

Team

Beri Cheetham (Executive Creative Director) • Matt Lee (Creative Director) • Peter Heyes (Creative Director) • Kit Altin (Planning Director) • Frances Gibbs (Planning Director) • Sarah-Jayne Ljungstorm (Client Service Director) • Bethany Watts (Senior Account Manager) • Laura Wilkin (Project Manager)

Contributors

Knucklehead (Production Company)