An NSPCC mailing campaign – which featured a DVD case mocked up to contain a film of a child being abused – has been given the green light from the Advertising Standards Authority despite complaints from some recipients that it was disturbing and offensive.
The DVD mailing was personally addressed only to over 18s, and featured the: “Kerry’s father asked her to do the unthinkable. And then he filmed it.” The reverse of the box included the name and address of the recipient and the NSPCC details.
Inside the DVD case a leaflet included further information about ChildLine and a donation form. It stated: “The footage of Kerry is now with the police. As is her father. Because she was able to talk to ChildLine.”
Nine people complained about the campaign, with the majority claiming the text on the cover was disturbing and offensive while other said it was unsuitable for children to view.
In defence, the NSPCC maintained that direct mail was a vital part of its marketing strategy and therefore needed to stand out. And, although it acknowledged that reading about abuse could be distressing, that was the nature of its work.
The charity also pointed out that all mailings had gone out to a strict group of over 18s.
Following its investigation, the ASA agreed with the charity, noting that as the mailings were personally addressed to over 18s and did not contain details of abuse on the cover, that the campaign did not warrant censure.
