The NSPCC has ruled out any telemarketing or targeted direct mail activity as part of its first major campaign since axing the long-running “Full Stop” strategy late last year in favour of a more positive message.
The charity’s chief executive Peter Wanless was among those hauled up in front of MPs last week to defend their actions. He claimed that charities had failed to translate their values into their agency contracts but admitted the NSPCC is still using telemarketing agency Listen, whose practices were exposed in a recent media investigation.
The first phase of the new strategy opens with a TV brand campaign promoting the charity’s revamped strapline, Every Childhood is Worth Fighting For.
Devised by Leo Burnett London, and inspired by childhood dreams, the TV spot aims to show how the work the NSPCC does helps children rebuild their lives, giving them back a childhood full of hope and endless possibility.
It follows the story of a boy called Alfie who dreams of being an astronaut. The film takes place in his imagination; Alfie is seen on a mission to the moon as he recounts in a voiceover how he and his mother experienced domestic violence and physical abuse, and the help they received of the NSPCC.
At the end of the spot, Alfie is seen back in the real world, safe and looking forward to the future. The endline is “Your donation can take a child anywhere”.
The TV activity will be supported by a digital campaign – devised by OMD UK, which is also handling media planning and buying – targeting mums across key sites, including the MailOnline, as well as Facebook, Twitter and paid search.
A door-drop and digital fundraising campaign will follow, focused on maximising the interest generated by Alfie’s message.
The digital work will look to retarget those who have watched the Alfie film and shown an interest in the NSPCC with several different messages to encourage them to donate. The direct mail blitz, devised in-house, will use postcode targeting but will be unaddressed. The Alfie imagery will be replaced by an illustration-led approach but will continue the positive slant.
NSPCC head of marketing Tessa Herbert said: “Childhood should be a time when we’re free to dream. Abuse can destroy that – but it never should. The idea of Alfie came out of the fact that every child is born with hopes and dreams for the future.
“We wanted to put our services at the heart of the story and tell people how the NSPCC helps children just like Alfie to recover from domestic and physical violence or other abuse.
“Rather than showing the abuse in a shocking way, we wanted the audience to live out Alfie’s uplifting dreams and layer this with the story of how the NSPCC helped him and his mum.”
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